Virtual reality and artificial intelligence

Virtual reality and artificial intelligence are making inroads into the tourism industry


Hotels with rooms that automatically respond to the demands of each individual guest, as well as virtual reality headsets in place of brochures. A new generation of technology is being introduced into the tourism business in order to capitalise on private information. A model of a future hotel will be on exhibit at the Fitur tourist fair in Madrid, and visitors will be able to check in using facial recognition technology in this example.

As soon as the room detects the user’s presence, it immediately changes to any and all preferences indicated during the reservation, such as the lighting, temperature, and whether or not artwork by Van Gogh or Picasso should be shown on the walls of the space. As Alvaro Carrillo de Albornoz, the director of Spain’s Hotel Technology Institute, stated in a media interview, “technology will allow us to know what the consumer needs before he even realises he needs it.” The Hotel Technology Institute encourages and supports innovation in the hospitality business (HTI).


We’re keeping a close eye on our visitors!! At the very least, some hotels are already providing these kind of experiences on a fundamental level to guests. On display during the show was a room sample created by Altran, a French technology consultant, that featured cutting-edge speech recognition technology that, for example, allowed a user to order a pizza in any of 40 different languages. Even the lock is ingenious, which is a nice touch. As reported by Altran’s head of innovation, Carlos Mendez in an interview with the media, the application is closed on the client’s phone and then reopened via WhatsApp on the same phone.


As a result, when visitors move around in their sleep, the hotel staff is alerted, and they can be taken to the kitchen for a cup of coffee. General expectations are that, in order to better understand their consumers, hotels will leverage artificial intelligence (AI), either through personal data collected during the reservation process or by using “beacon” technology when the customer is on-site. This technology, however, is restricted to smartphones in some countries, and it is not available on other devices.

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