Hospitality & ai

I’ve just stepped out of a thought-provoking webinar hosted by UKHospitality and Sona, diving deep into the world of smart technology and how it intersects with the hospitality industry. The conversation reminded me of a conversation I had years ago. It happened just after the Brexit vote and before COVID-19 changed our world.

I was at an expo (pretty sure it was at ExCeL London) chatting with an immigration lawyer about staffing challenges in hospitality. As soon as she found out what I did, her response was striking. “Hospitality is going to have to change,” she said. Her prediction? Front-of-house roles would reduce dramatically, and we’d have to lean on technology, a lot.

She wasn’t wrong, exactly. Think of how McDonald’s now uses kiosks for ordering, shifting the role of team members from order-taking to fulfilment. But at the time, I pushed back. “Hospitality will always need front-of-house,” I told her. And I believed it.

Suddenly, QR code menus, contactless ordering, and distanced service were the norm. But what’s fascinating is what happened next. Like a pendulum swinging back, customer behaviour began to recalibrate post-pandemic. People returned to restaurants, cafes, and bars not for convenience or speed, but for the human connection and quality of service they had missed.

Let’s get honest: people don’t go to restaurants just to eat. They don’t head to bars simply to drink. We can do both of those things at home, for a fraction of the price. With today’s ready meals and online delivery platforms, convenience is no longer the driver.

Whether it's a relaxing evening, a celebration, a date night, or a catch-up with friends, dining out is about atmosphere, connection, and how we’re made to feel. Hospitality is, fundamentally, about creating experience, not just serving food and drinks.

And that’s what I think we forget sometimes, especially when we become overly focused on our menus, costings, or systems.

There’s a reason those clichés like “people will forget what you said but remember how you made them feel” still circulate: because they’re true. Customers choose venues based on how they’re treated and the quality of the energy they encounter. That starts with the team.

Whether it’s a server remembering your usual order, a bartender who makes eye contact and welcomes you like a regular, or a DJ who reads the room and builds the vibe, these are the moments that build loyalty.

Good hospitality isn’t about constant table visits or robotic up-selling. It’s about reading the room, understanding what a guest needs before they ask, and delivering an experience that feels tailored, not transactional.

That takes more than a tablet or AI. It takes people.

It frustrates me to no end that hospitality is still seen as "unskilled labour" in some circles. Anyone who's worked a busy Saturday night shift knows otherwise.

You need:

Excellent communication skills

Emotional intelligence

Time management

Product knowledge

Adaptability

Legal knowledge (H&S, Allergens, Alcohol service)

Crisis management (drunk guests and sugar-crashing toddlers in the same hour)

And that’s just on the front line. Managers also need to lead, coach, plan, troubleshoot, and forecast, all in real-time.

Yet, we continue to underestimate the depth of skill involved in delivering exceptional service. Many treat hospitality jobs as something to “fall back on” or “do on the side,” but that attitude doesn’t reflect the complexity or value of the work.

The recent webinar confirmed what I’ve believed all along: technology can support, but it can’t replace the human elements that make hospitality great.

Sure, smart tech can streamline processes, support teams, and enhance operations—but guests don’t want to be served by a screen. If they did, they’d order Deliveroo.

They come out because they want connection. Warmth. Energy. Experience.

So yes—embrace technology where it helps you improve your experience as a team. Use it to free up time, improve systems, and reduce stress. But never forget: you and your team are the product. That’s what people are paying for.

To everyone in the hospitality industry, from new starters to seasoned GMs, remember that your presence matters. Hospitality is not a product business; it’s a people business. No AI can replicate the way you make someone feel seen, welcome, and cared for.

Let’s keep using smart technology smartly, to help us serve better, not less.

People will always crave great hospitality, and that will always start with people

I’ll say it here and now: check back with me in 10 years, and I’m confident this will still be true.