Adapting to Change: The Integration of Artificial Intelligence (AI) to Address Labour Shortages in UK Hospitality
Date
2024
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Publisher
Bournemouth University
Abstract
This dissertation explores the transformative role of Artificial Intelligence (AI) and digital
innovation in mitigating labour shortages within the UK's hospitality industry. Amidst an era
marked by significant staff deficits, exacerbated by demographic shifts, Brexit, and the
aftermath of the COVID-19 pandemic, the hospitality sector faces unprecedented challenges.
Through qualitative research, involving semi-structured interviews with four hotel managers,
seven hotel staff and two customers. This study delves into the multifaceted impacts of AI
integration on operational efficiency, employee dynamics, and customer satisfaction.
Findings indicate that AI technologies—spanning predictive analytics, service robots, and
digital training platforms—offer potent solutions to labour scarcities by enhancing service
delivery, streamlining recruitment, and fostering workforce development. Yet, the adoption of
such technologies is not without its challenges, including substantial initial investments,
requisite skill upgrades for existing staff, and potential impacts on employment. This research
further examines the distinction between AI-equipped and traditional hotels, revealing that
while AI promises operational advancements and cost efficiencies, the human element
remains irreplaceable in ensuring guest satisfaction.
In conclusion, the study underscores the necessity of a balanced approach towards AI
adoption in the hospitality sector, advocating for strategic planning and stakeholder
engagement to leverage technology effectively while preserving the essence of hospitality's
human touch. The insights gleaned from this investigation not only contribute to academic
discourse but also offer practical guidance for hospitality managers and policymakers
navigating the sector's digital transformation journey.
Description
Keywords
Artificial Intelligence, virtual reality, technology, Hospitality, Tourism, Brexit, Robotics, Labour shortages