When human interaction trounces AI

Artificial intelligence is rapidly changing the tourism landscape but one major travel company is still banking on human interaction.

AI is influencing everything from how guests discover destinations and build itineraries to how hospitality brands anticipate needs and create seamless experiences.

andBeyond chief marketing officer Nicole Robinson says that as technology becomes more embedded in the travel journey, the value of genuine human interaction will only increase.

While AI will efficiency, personalisation and convenience, Robinson says the true measure of luxury will move beyond what technology can deliver and towards how deeply a guest feels understood.

She says that for andBeyond, AI presents an opportunity to support hospitality teams behind the scenes, helping with everything from more intelligent itinerary planning and operational precision to creating greater continuity across a guest’s journey. 

But technology should enhance the human experience rather than replace it. 

“The guest should not feel the technology; they should feel the care it makes possible,” says Robinson.

“There is a difference between being targeted and being understood. 

"One feels automated. The other feels generous. Technology can help us gather information, but our people are what turn that information into meaning.”

* andBeyond is a luxury experiential travel company that specialises in high-end, sustainable safaris and tours in Africa, South America, and Asia.

Image: Benguerra Island's andBeyond staff with lanterns

Hospitality? Meet a hotel that prefers tech to the human touch

Ever feel you are being gently fed bulldust?

That’s how I felt when I read a story on the HM (Hotel Management) website - a hospitality industry site.

“The guest experience in the local Fiji hospitality market will be elevated following the rollout of the nation’s first self-service check-in and check-out kiosk.”

Elevated? 

So someone thinks avoiding any human contact when checking in and out of a hotel in a tourism hotspot. And in a country noted for its slow lifestyle and friendliness.

Holiday Inn Suva has introduced an optional self-service kiosk station, in a bid to allow faster and more streamlined processes, particularly during peak periods.

Let me translate that for you: “We don’t have/or want to have enough trained staff to cater adequately for our guests when we are busy.”

I love contact with hotel reception staff. They can often tip you off about a great new bar around the corner, or a terrific spot to try a local delicacy at the nearby market. Or help you if you'd like to change your allocated room, or request an early check-in.  

But IHG doesn’t agree. It is putting its faith in technology. Which would make sense at quiet overnight times, but not, for me, at peak periods.   

HM reports: The self-service kiosk operates on a cashless basis and accepts local and international credit cards, with the introduction reflecting a broader change in traveller behaviour seeking convenience and choice, according to the hotel group.

“Across IHG Hotels and Resorts, we are focused on introducing technology that responds to how guests travel today, while reinforcing the importance of human connection at every stage of the stay,” says regional general manager, Fiji and Pacific, for IHG Hotels and Resorts, Lachlan Walker. 

“The introduction of a self‑service kiosk at Holiday Inn Suva reflects this approach. Led by Akshay Chand in collaboration with the hotel team, the project demonstrates how practical innovation can enhance flexibility and efficiency for guests, while enabling our colleagues to focus more time on delivering meaningful and personalised hospitality.”

Holiday Inn Suva general manager Mohammed Feroz said the introduction reflects both changing guest expectations and the brand’s long‑standing focus on ease and reliability.

“Holiday Inn has always been about making travel feel straightforward, welcoming and dependable for our guests. As travel habits continue to evolve, guests increasingly value speed and choice, particularly at arrival and departure. The new self‑service kiosk allows us to respond to those expectations, while staying true to the Holiday Inn promise of friendly, approachable service delivered by our team.”

Hmm. Just wait until the tech breaks down - a la those frequently malfunctioning airport machines that are supposed to "streamline" the arrivals process. 

Dubai wants technology to kill off traditional hospitality

Whenever I check into a hotel I invariably have a chat with the check-in staff.

Maybe there is an event or market going on nearby, or perhaps they can recommend a local restaurant, or nearby wine bar.

It is all part of the hospitality industry, but it is human interaction that officials in Dubai are apparently keen to kill off.

Dubai is rolling out a citywide, contactless hotel check-in system that will allow guests to skip the front desk entirely after completing a one-time digital and biometric registration, news hub Travel Mole reports.

Officials are describing the move as "a new global benchmark for convenience and innovation in hospitality".

It will probably also save hotels money on staff, but don't mention that.

Announced by Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of The Executive Council, the initiative enables travellers staying at hotels and holiday homes to complete check-in formalities before arrival using their mobile phones.

Once fully implemented across the city, guests will be able to bypass in-person check-in completely, streamlining arrivals and reducing wait times but making each stay more impersonal.

The system, developed by the Dubai Department of Economy and Tourism (DET) and offered through several independent technology providers, allows guests to upload identification documents and biometric data a single time.

That information remains securely stored and valid until the ID document expires. For future stays, guests would only need a quick authentication, such as facial recognition, to access their accommodations.

Officials say the initiative directly supports the Dubai Economic Agenda, D33. That aims to strengthen the Emirate’s position as a leading global hub for business and leisure while accelerating digital transformation and smart city development.

Nearly a quarter of Dubai’s visitors are repeat travellers, and authorities see the new check-in process as a way to enhance loyalty by making return visits faster and more seamless.

“By leveraging cutting-edge solutions, we are not only enhancing the visitor journey, but also strategically positioning Dubai for sustained tourism growth,” Sheikh Hamdan said.

He added that the program reflects the city’s ambition to create a smart, secure and frictionless urban environment.

Helal Saeed Almarri, Director General of DET, described the rollout as a milestone for Dubai’s hospitality sector. He said it highlights the impact of collaboration between public and private sectors and supports the broader goal of expanding tourism’s contribution to the emirate’s economy.

Dubai is home to 820 hotels and hotel apartments and welcomed 15.7 million international overnight visitors in the first 10 months of 2025.