Machine
learning is the study of computer systems that learn from data and experience. It
collects and computes large amount of complex &disparate data, without
human interventions and convert it into a more convenient size & easily
understood format. Machine learning includes applications computer vision, spam
filtering, stock market analysis, computational finance, information retrieval,
recommendation systems, speech recognition, medical diagnosis and structural
health monitoring.
According
to study, “Case Study: Machine learning in the
hotel industry - How can artificial intelligence, machine learning, and Big
Data boost efficiency in the industry?” some of the major companies that are currently working in machine
learning are Amazon, Apple,Ayasdi, Digital Reasoning, Darktrace, Dataiku, Facebook,
Feedzai,Google, IBM Watson, Luminoso, N-iX, QBurst, Qualcomm, Skytree, Uber.
It
is useful in hotel industry by forecasting room demand and trade rate. In hotel
industry, it is also often used in conjunction with statistical methods to
produce cutting-edge forecasting and decision optimization.
Artificial
intelligence (AI) is the theory
and development of computer systems. It is capable in performing tasks normally
requiring human intelligence, such as visual perception, speech recognition,
decision-making, and translation between languages. It also plays an important
role in the hotel industry due its ability to carry out systematic process
quite easily. It assists in machine learning and provides ability to think. It
enables machines to recognize patterns, and to do most of the currently planned
work. AI uses internet of things (IOT) and sensors for identifying an arriving
guest's smart phone by hotel's Wi-Fi networks. IoT system assists the
management staff for quick, frictionless check-in and permit auto-unlocking of
the door when anybody stand in from of the door.IOT and sensors help hotel staff
and guests to regulate the light intensity, temperature of the room which can
be adjusted as per their determined preferences.
AI
allows hotels implement better processes, problem solving, anticipating needs,
and know-how about the traveler pattern and choice. AI also understands smart systems
which are programmed to create fake conversation through natural language
processing and natural language generation in native language to enable
controlled, succinct, and efficient interactions between individuals and the computing
machines.
Big
data is extremely useful for a large data set that describes the collection of
information from offline and online sources to support the ongoing development
and operations of a company and the organization. The hotels utilize data to
offer personalized experience to customers starting from suggesting local restaurants
to finding a price point. There are many ways to apply big data in hospitality
industry such as identifying strength and weaknesses, improving occupancy rates
using big data, gaining a deeper understanding of customer needs and time &
location specific marketing campaigns etc. There are three methods for applying
big data in hotel industry, which are; descriptive analytics, predictive
analytics and prescriptive analytics.
Nowadays
travelers are booking their holidays online. There are some hotels which
utilizing AI and machine learning in their rooms such as hyatt, Radisson, henn
na, eccleston square hotel, the hotel silken puerta America etc. The major travels
player, such as TripAdvisor, Trivago, and Google using artificial intelligence
in order to display the most relevant results for each user in a timely manner.
It will also enhance relevant suggestions, visual search, and caching to
present the customer with the right results at the right time.
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