Artificial Intelligence is no longer a futuristic buzzword. It has arrived and is reshaping industries at speed. From robotics to data-driven management systems, AI is already streamlining repetitive tasks across the global economy. Hospitality and tourism, long celebrated as people-centric industries, are now at the frontier of this disruption. But a big question looms: will machines eventually edge out the human touch that has always defined the guest experience?
This is not a debate for tomorrow. The decisions hotel owners, investors, and policymakers take now will shape the industry’s ability to stay competitive and relevant. The challenge is clear: adopt AI where it can add speed, precision, and efficiency, but double down on human capital where warmth, creativity, and connection matter most. Leaders who get this balance right will capture the next wave of growth. Those who do not risk being left behind in an industry that moves fast and reinvents even faster.
Hospitality has always been unique in its reliance on personal connection. Guests do not simply purchase a product; they live an experience. A concierge who anticipates your needs, a general manager who greets you by name, a server who remembers your preferences – these are irreplaceable.
AI can crunch data to perfect pricing models, predict demand, and cut out inefficiencies. But it cannot replicate empathy, intuition, or the ability to craft a sense of belonging. And belonging, more than any room upgrade or discount, is what keeps guests loyal to a brand.
Sadi Farooqui – Millat Group Vice-Chairman.
The real opportunity lies in a partnership between technology and people. Imagine AI systems that seamlessly manage the invisible workload of hotel management: forecasting occupancy rates, adjusting prices in real time, and eliminating costly inefficiencies. Freed from these tasks, human staff can focus on what no machine can deliver –Â Â authentic hospitality. Technology should be the backstage operator, while people remain the face of the performance.
In luxury hospitality, this distinction is even more pronounced. Guests at five-star hotels are not simply buying a bed for the night; they are investing in an experience that makes them feel recognised, valued, and special. A digital assistant may provide information quickly, but it cannot recreate the warmth of a personal welcome or the reassurance of a face-to-face conversation when something goes wrong. Every premium brand has its own personality, its own culture, its own “voice.” That is something no algorithm can manufacture.
This is why dynamic leadership will matter more than ever. Entrepreneurs and hotel operators must use AI to support innovation, not to stifle it. The future of hospitality will depend on creative ideas, new food and beverage concepts, immersive guest experiences, and events that connect hotels to their communities. AI can help test and refine these ideas, but it cannot conceive them. Innovation comes from people, and it is people who bring those ideas to life in ways that guests can feel and remember.
There is also a broader economic imperative. Tourism is a vital engine of growth for many countries, South Africa included. A Ministry of Tourism can roll out policy frameworks and invest in technology, but it is the people working in hotels, lodges, and restaurants who transform those strategies into reality for visitors. Robots may capture and analyse data, but only people can showcase culture, tell a country’s story, and create experiences that linger long after the flight home.
The takeaway for hoteliers and investors is urgent and simple: do not make the mistake of betting everything on machines. Technology should empower, not erase, human capability. To future-proof your business, invest as much in nurturing skilled, inspired teams as you do in the latest AI tools. The hospitality industry has always been built on people. And while machines can manage operations, only people can create memories.
By Sadi Farooqui
Vice Chairman, Millat Group
