Hospitality management in the age of Artificial Intelligence: The future of hotel operations and customer service in Thailand by 2030

Sirivadhanawaravachara, Aphisavadh (2025) Hospitality management in the age of Artificial Intelligence: The future of hotel operations and customer service in Thailand by 2030. World Journal of Advanced Research and Reviews, 26 (2). pp. 1668-1681. ISSN 2581-9615

As Artificial Intelligence (AI) is changing industries at the speed of light globally, the Thai hospitality sector is on the cusp of a revolutionary shift. This study explores how AI technologies, ranging from room management systems and AI-driven booking engines to chatbots and predictive analytics, are reshaping customer services and hotel operations. By investigating existing trends and new applications, the study underlines the future potential for greater guest experience through customized services, adaptive environments, and unobtrusive virtual assistance. Additionally, it considers how AI can facilitate operational efficiency, ranging from resource optimization to adaptive pricing. While AI promises unparalleled benefits in delivery of service and guest interaction, the paper also addresses pertinent challenges, including job loss, adoption gaps in technology, data privacy concerns, and human touch requirements in service interaction. In the Thai hospitality context, this study foresees the AI-driven hotel management revolution until 2030, emphasizing a blended strategy with human touch and intelligent automation complementing each other to build the future of guest delight and business success.