SMART HOSPITALITY: THE ROLE OF AI IN ENHANCING SUSTAINABLE GUEST EXPERIENCES

Ioana Cristiana Patrichi ()
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Ioana Cristiana Patrichi: Romanian-American University, Romania

Journal of Information Systems & Operations Management, 2025, vol. 19, issue 1, 241-258

Abstract: Emerging demands for sustainability and personalized service are fundamentally transforming the hospitality industry, with AI-driven technologies reconfiguring operational structures and advancing guest engagement methodologies. This study`s objective is to investigate the role of AI in enhancing comfort and promoting environmentally responsible practices within the hospitality sector. Based on data gathered from 150 respondents in Bucharest (Romania), the research explores how guest satisfaction, sustainability awareness, and perceived concerns shape attitudes toward AI-enabled hotels. Results show that guests who have experienced AI technologies report significantly higher levels of comfort and satisfaction. Additionally, eco-conscious travelers are more likely to prefer and be attracted to hotels that use AI for sustainable purposes, particularly when such technologies also enable personalized services. Although concerns about data privacy and reduced human interaction were widespread, their influence could not be quantitatively assessed due to sample limitations. The findings highlight AI’s potential to boost efficiency and sustainability but also stress the importance of transparency and human-centric design to mitigate adoption barriers

Date: 2025
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