The Annual Hospitality Conference in Manchester showcased a recurring theme across sessions: artificial intelligence is no longer a futuristic concept – it is shaping the strategies, investments and operational models of the industry today.
What was striking wasn’t just how often AI was mentioned, but how its role is evolving, from hype-laden headlines to a practical force that leaders are actively piloting and deploying.
Automating the Routine, Elevating the Human
Hussein Sunderji, Managing Director and Partner at EQ Group, captured a key sentiment: AI is best applied where it automates routine tasks, freeing people to focus on delivering high-value, guest-facing experiences. Rather than being siloed, he framed AI as a “horizontal application of technology,” cutting across verticals of the business to add value.
Yet, his advice was pragmatic – AI is not infallible. He likened adoption to a “two-way door”, open it up and experiment, and if it doesn’t work, step back through. The message was clear: start with the potential, but don’t hesitate to pivot.
A Nation Investing in AI’s Future
From a macroeconomic perspective, the AI story is equally compelling. Flavio Leoni, Regional Director Global Accounts at Booking.com, shared striking figures: investment in generative AI has quadrupled this year, with the UK already set to receive 28 billion euros in future AI investment – making it the world’s third largest destination for AI investment, after the US and China.
For hospitality, this creates both an opportunity and a challenge. The scale of investment underscores the inevitability of AI adoption, but also raises the pressure on hospitality businesses to integrate AI meaningfully rather than superficially.
From Generative to Agentic AI
The conversation moved beyond generative AI – often defined as “creating things for you” to the emerging frontier of agentic AI, or “doing things for you.” In interview with Michael McCartan of IDeaS, Jules Barker of McKinsey & Company suggested this shift could overcome the sense of “AI fatigue” that some in hospitality are feeling, where the technology has yet to show measurable impact on the bottom line.
Agentic AI has the potential to automate workflows that involve non-repeatable decisions, opening new avenues for efficiency, as noted in our interview with Florian Montag of Apaleo. But Barker’s message was one of cautious optimism: predicting AI’s trajectory remains “a magnificently impossible question.” Still, he urged experimentation today, warning that businesses who wait three years to begin implementing agentic AI will already feel left behind.
He anchored on a fundamental truth for hospitality: AI will not replace people, it will augment them. In a people-centric industry, technology’s role is to enhance (not erase) the human touch.
Small Steps, Agile Advantage
For independents and smaller operators, the AI challenge feels both urgent and overwhelming. Matthew Bell, Managing Director of Mollie’s, described the pressure of being “bombarded with the importance of AI.” His solution: start small, experiment in one area and take an agile approach. He also noted that, for independents, this flexibility can actually be a competitive advantage over bigger brands.
His advice to “make individuals entrepreneurial to own it” suggests that AI adoption isn’t just about technology – it’s about empowering people to lead change from within.
The Data Foundation
While AI dominated the conversation, Dave Hart, CEO of RBH Hospitality Management, reminded delegates of the backbone that makes AI possible: data. RBH’s choice to keep all functions in-house, rather than outsourcing, is about maintaining ownership and turning data into a competitive edge. AI without strong data foundations risks being noise without substance.
Anchoring on Value
Across sessions, a consistent thread emerged: AI in hospitality must always be anchored to value. Whether it’s automating tasks, streamlining decisions, or enhancing guest experiences, the end goal is to improve both efficiency and human connection.
The key takeaway from The Annual Hospitality Conference 2025 from an AI perspective? It isn’t about chasing hype or fearing disruption. It’s about starting small, experimenting boldly, and never losing sight of what makes hospitality unique – the people.
