Launched at the inaugural TOURISE Summit, the ‘New Codes of Luxury: Elevating the Hospitality Guest Experience with AI’ white paper, produced by The Future Laboratory in partnership with Together Group, reveals how AI will redefine service, personalisation, and the very meaning of luxury for a new generation of global travellers.
As the luxury
hospitality sector faces unprecedented competition and rapidly evolving guest
mindsets, the white paper offers actionable strategies for both legacy and new
brands on how to harness AI in ways that elevate and not replace the human
touch at the heart of hospitality.
“Luxury hospitality is
at a pivotal moment. Guests expect seamless experiences, authentic recognition,
and confidence in every interaction,” His Excellency Ahmed Al-Khateeb, Minister
of Tourism and Chairman of TOURISE said.
“AI is not an optional
upgrade; it is a critical part of our sector’s future advantage. This white
paper provides a practical roadmap for brands to harness AI in a way that
empowers staff, protects privacy, and ensures service remains distinctly human.
Those who lead this transformation will define the next era of luxury travel.
Christopher Sanderson,
co-founder of The Future Laboratory, added: “The most powerful experiences
today are those that reflect who you are and what you care about. Our research
shows that luxury is moving from ownership to engagement, from transaction to
relationship. AI, when rooted in brand values and deployed with care, can
unlock a new level of anticipatory, emotionally intelligent service and make
every guest feel known, valued, and at home, wherever they are in the world.”
Drawing on exclusive
research among high-value hotel guests in the UK and US, and insights from
leading industry voices, the research clear shows that human connection is
non-negotiable with 63% of respondents saying service should remain
‘human-first’, with AI valued most when it enables staff to spend more time
with guests. -TradeArabia News Service