Machine learning is the study of computer systems that learn from data and experience. It collects and computes large amount of complex &disparate data, without human interventions and convert it into a more convenient size & easily understood format. Machine learning includes applications computer vision, spam filtering, stock market analysis, computational finance, information retrieval, recommendation systems, speech recognition, medical diagnosis and structural health monitoring.
According to study, “Case Study: Machine learning in the hotel industry – How can artificial intelligence, machine learning, and Big Data boost efficiency in the industry?” some of the major companies that are currently working in machine learning are Amazon, Apple,Ayasdi, Digital Reasoning, Darktrace, Dataiku, Facebook, Feedzai,Google, IBM Watson, Luminoso, N-iX, QBurst, Qualcomm, Skytree, Uber.
It is useful in hotel industry by forecasting room demand and trade rate. In hotel industry, it is also often used in conjunction with statistical methods to produce cutting-edge forecasting and decision optimization.
Artificial intelligence (AI) is the theory and development of computer systems. It is capable in performing tasks normally requiring human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages. It also plays an important role in the hotel industry due its ability to carry out systematic process quite easily. It assists in machine learning and provides ability to think. It enables machines to recognize patterns, and to do most of the currently planned work. AI uses internet of things (IOT) and sensors for identifying an arriving guest’s smart phone by hotel’s Wi-Fi networks. IoT system assists the management staff for quick, frictionless check-in and permit auto-unlocking of the door when anybody stand in from of the door.IOT and sensors help hotel staff and guests to regulate the light intensity, temperature of the room which can be adjusted as per their determined preferences.
AI allows hotels implement better processes, problem solving, anticipating needs, and know-how about the traveler pattern and choice. AI also understands smart systems which are programmed to create fake conversation through natural language processing and natural language generation in native language to enable controlled, succinct, and efficient interactions between individuals and the computing machines.
Big data is extremely useful for a large data set that describes the collection of information from offline and online sources to support the ongoing development and operations of a company and the organization. The hotels utilize data to offer personalized experience to customers starting from suggesting local restaurants to finding a price point. There are many ways to apply big data in hospitality industry such as identifying strength and weaknesses, improving occupancy rates using big data, gaining a deeper understanding of customer needs and time & location specific marketing campaigns etc. There are three methods for applying big data in hotel industry, which are; descriptive analytics, predictive analytics and prescriptive analytics.
Nowadays travelers are booking their holidays online. There are some hotels which utilizing AI and machine learning in their rooms such as hyatt, Radisson, henn na, eccleston square hotel, the hotel silken puerta America etc. The major travels player, such as TripAdvisor, Trivago, and Google using artificial intelligence in order to display the most relevant results for each user in a timely manner. It will also enhance relevant suggestions, visual search, and caching to present the customer with the right results at the right time.
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Ankur Gupta, Head Marketing & Communications