The Role of Artificial Intelligence in the Tourism and Hospitality Sector

This timely, expert-led book brings together the latest academic and practitioner insights on AI technology within the hospitality and tourism industries.

The disruptive nature of AI is captured in a logically structured and accessible way, with global case studies covering the latest technological developments in AI via a wide range of detailed, ‘real-world’ examples designed to help the reader understand how this complex subject area is applied in industry. Topics covered include privacy concerns, AI in hotels, personalisation of the guest experience, travel planning, virtual assistants and recommendation systems, sustainability, blockchain, AR, VR, IoT, smart destinations and big data analytics, amongst others. Chapters also include insights on governmental policies, environmental sustainability, social change, and how these impact and interact with AI technologies within the context of tourism and hospitality.

This volume is of pivotal interest to students, scholars and academics in the fields of tourism, hospitality, business, management, human geography, social sciences and sustainability, as well as those with an interest in AI technology more generally.

Maria Jesus Jerez-Jerez is a senior lecturer and course leader in International Business at the University of Bedfordshire, UK, and a senior fellow of the Higher Education Academy. Her research interests focus on disruptive innovation in international business.

Claudia Sevilla-Sevilla is a professor of Marketing at UNED in Madrid and a member of the EU Jean Monnet Chair in Digital Economy. Her research focuses on marketing, tourism, and sustainability, building on her extensive professional experience as a marketing consultant in the tourism and hospitality sector.

Lidia Aguiar-Castillo is a senior researcher at the University of Las Palmas de Gran Canaria (ULPGC) with a PhD in Enterprise, Internet, and ICT (Cum Laude, with international mention). Her research focuses on ICT applications in tourism and enterprise, supported by her professional experience in computing and project management, including a postdoctoral fellowship at CVUT (Prague Technical University).