HOSPITALITY and tourism operators should focus on adopting technology that saves time, increases revenue and reduces errors rather than simply pursuing the latest artificial intelligence (AI) tools.
HostPlatform product manager Eunice Ho said technology that genuinely benefits operators should improve daily operations without adding unnecessary complexity.
She said operators should first ensure their basic systems were properly connected, including property management systems (PMS), channel managers, booking engines and payment systems.
“The goal is to eliminate staff entering the same data into multiple systems,” she said during the 10th Malaysia Digital Economy Forum (MDEF2026) at the International Technology and Commercial Centre (ITCC) here recently.
Ho said operators could also automate repetitive tasks such as guest confirmations, pre-arrival information, check-in instructions, frequently asked questions, payment reminders, review requests and housekeeping notifications.
“The principle is very simple, automate the predictable and let people handle the exceptional,” she said.
She said technology could also help operators improve revenue through dynamic pricing, rate intelligence and real-time inventory management.
These tools could allow operators to respond more quickly to changes in demand, competitor pricing and local events, she said.
On the growing use of AI in hospitality, Ho said its greatest practical impact over the next five years was likely to be behind the scenes, particularly in operations and revenue management.
She said AI could handle routine tasks such as answering common questions, translating messages, summarising information and assisting employees in resolving system-related issues.
“AI is embedded directly into the hotel operating system,” she said.
Ho said AI could also analyse demand and booking patterns, market conditions and pricing much faster than humans, allowing operators to make better decisions on rates, inventory and upselling.
She said the growing integration of AI into existing hospitality systems could help operators improve efficiency while allowing staff to focus on tasks requiring human judgement and interaction.