Artificial intelligence has quickly entered this space, promising faster answers, fewer missed calls and greater efficiency. But as many operators have discovered, not all AI delivers on that promise.

When poorly implemented, it can feel mechanical and disconnected, adding friction instead of removing it. “A lot of the AI handling calls, texts and emails today doesn’t have the content it needs in order to answer the questions being asked,” said Caryl Helsel, founder and CEO of Dragonfly Strategists. “So very frequently, it can’t really help, and then you must be transferred to a human. It’s making each contact longer. It’s making it harder for people to get answers.”

That early frustration has shaped perception. But it also obscures what’s possible when AI is treated not as a standalone tool, but as part of a larger system built around real operational needs, accurate information and the rhythms of a hospitality environment. Because when it works, the shift is immediate. Call answer rates can go from 80% to nearly 100%, even during peak periods.

That difference isn’t theoretical. In many properties, call abandonment rates have quietly crept upward as teams juggle in-person guests and incoming requests. A missed call is more than a missed interaction. It can be a lost reservation. And it can create a negative experience on property when a guest can’t get their questions answered. AI reduces pressure by handling high-volume, informational calls, questions about hours, directions, amenities or policies. More importantly, it protects access to the conversations that drive revenue and an improved guest experience.

“It’s allowing the actual revenue-generating calls for the contact center agents to get through,” says Alex Landers, corporate director, Contact Center Advisory. “The agents are able to have conversations with the guests, create that meaningful relationship and be that first touchpoint that sets the stage for their stay.” The distinction is subtle but important. AI isn’t replacing the human experience. It is clearing the path for it.

It is also augmenting the experience with potential to speak more than 250 languages, all while providing quick and accurate responses to guest inquiries. That becomes even more evident at the property level, where PBX has traditionally been a hidden layer of operations.

When phones ring behind the desk, attention splits. A staff member pauses mid-conversation with a guest to answer a call. A caller waits while someone finishes helping the person in front of them. Neither experience feels seamless.

In high-volume environments, that impact compounds quickly. Resorts can see spikes where a significant percentage of calls go unanswered because they simply can’t keep up. AI removes that ceiling. It answers immediately, consistently and at scale. Once an AI system is properly trained, it delivers the same answer every time, aligned with brand standards, tone and policy. It doesn’t rely on memory. It doesn’t take shortcuts. It doesn’t improvise under pressure. For organizations managing multiple properties, restaurants or service outlets, that reliability becomes a meaningful advantage.

But perhaps the most unexpected shift isn’t in how calls are handled, but in what those calls reveal.

A 25-year hospitality veteran and former COO in luxury operations, Lance Thompson, cofounder of VIVI by Kinetic Solutions Group, came into AI from the operator’s side, not the tech side. “What’s been shocking is the data that we’re getting out of this as we’re solving the guest issue,” he said. “We’re seeing ways to be proactive.”

When every request is captured, every question, every service call, every moment of friction, a clearer picture begins to emerge. Patterns that once lived in anecdotes become visible. Certain floors generate repeated temperature complaints. Remote controls fail at a predictable rate. Guests consistently call with the same questions at the same times of day. “That gives you a much better view of what’s happening at your property,” Thompson said.

The implications extend beyond service. Maintenance planning, purchasing decisions, staffing models, even capital investments can be informed by this level of insight. What begins as a tool to answer phones becomes a lens into the operation itself. “I think the major misconception is that AI is there to replace people,” Scott Helsel, COO of Dragonfly Strategists said. “In actuality, the best term for AI is a multiplier.”

That philosophy shows up in how the technology is being used. Straightforward, repeatable interactions are handled quickly and accurately. More complex or nuanced situations are elevated to human teams. Requests that require judgment, like early check-ins or special accommodations, can be routed appropriately with context already in place.

In many cases, AI is also working quietly behind the scenes, supporting staff rather than replacing them. Agents can access answers instantly instead of searching through systems. New team members can be onboarded more quickly with guided information.

Language barriers can be bridged in real time, creating a more inclusive experience for both guests and employees. And as an additional benefit, front desk and contact center teams can use the AI database while interacting with guests on the phone as well – it provides them immediate information that they may have had to
search for or try to memorize in the past.

“Hospitality, at its core and foundation, is always going to be human interaction,” Landers said. “AI is going to make us more efficient in our jobs.” That shift is already underway. Routine questions are answered faster. Calls are routed more intelligently. Teams are freed to focus on the interactions that require judgment, empathy and
connection.

Used well, AI doesn’t change hospitality. It frees us to deliver a warm and inviting experience one interaction at a time. It allows hospitality to be delivered in its truest form.