Part 7: Guest Service Technologies

The Rise of AI voice assistants, AI chatbots, ChatGPT and other LLM technology

The Rise of AI voice assistants, AI chatbots, ChatGPT and other LLM technology
Article by
Bram Haenraets
Article update
January 1, 2024
Table of Contents

Disclaimer: The insights and discussions presented in this blog series are intended to provide a broad overview of modern hotel technology stacks. The content is designed for informational purposes and may not reflect the most recent market developments. Every hotel's needs and circumstances are unique; thus, the technology solutions and strategies discussed should be tailored to meet specific operational requirements. Readers are advised to conduct further research or consult with industry experts before making any significant technological investments or strategic decisions.

More in the Hotel Tech Stack series:

Overview of Guest Service Technologies

Guest service technologies in hotels are an array of digital tools specifically designed to improve the overall guest experience. These technologies range from mobile applications that allow guests to control various aspects of their stay, to online booking platforms that streamline the reservation process. Interactive guest services, such as in-room tablets for controlling room environment or accessing hotel services, also fall under this umbrella. Each of these technologies aims to enhance convenience for guests, making their interactions with the hotel smoother, more personalized, and efficient, thereby significantly elevating the standard of service provided.

Voice Concierge, advanced AI voice assistants and AI chatbots ensuring immediate attention to guest needs
Guest Services in the hotel tech stack

Mobile and Contactless Solutions

The rise of mobile and contactless solutions in the hospitality industry marks a significant shift towards a more digital, guest-centric approach. Mobile apps have become multifunctional tools, allowing guests to manage bookings, access hotel services, and interact with staff. Contactless check-ins and digital keys enhance this experience by offering a seamless, touch-free arrival and stay, prioritizing guest convenience and safety. These innovations not only streamline operations but also meet the evolving expectations of modern travelers, who increasingly seek speed, efficiency, and minimal physical interaction in their hotel experiences.

Personalization Through Technology

Leveraging AI, data analytics, and IoT in the hospitality industry has led to unprecedented levels of personalization in guest experiences. AI and data analytics enable hotels to understand and anticipate guest preferences, tailor services, and even predict future needs. IoT devices in guest rooms, like smart thermostats and voice-controlled assistants, allow for customization of the environment, enhancing comfort and convenience. Together, these technologies transform the traditional hotel stay into a highly personalized experience, where every aspect is adjusted to meet individual guest preferences, thereby significantly boosting guest satisfaction and loyalty.

Self-Service Kiosks and Automation

Self-service kiosks and automation in hotels play a crucial role in enhancing guest convenience. These solutions streamline processes such as check-in, check-out, and information access, allowing guests to manage their experience with minimal wait times and increased autonomy. Automated kiosks often integrate with the hotel's PMS, ensuring that guest preferences and requests are immediately updated in the hotel's system. This technology not only improves the guest experience by offering quick and easy access to services but also frees up hotel staff to focus on more personalized guest interactions.

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Voice AI and Voice Concierge Services

Voice AI and Voice Concierge Services, such as those provided by Viqal, are transforming guest interactions in the hospitality industry. These technologies allow for efficient handling of routine inquiries, freeing up staff to focus on more personalized guest service. Viqal's Voice Concierge facilitates natural conversation-style interactions, making it accessible and intuitive for guests. The integration of this technology with a hotel's existing PMS, CRS, and CRM systems streamlines operations, ensuring coherence across platforms. This not only elevates the guest experience from pre-stay to in-suite interactions but also provides valuable analytics on guest and staff interactions, aiding in data-driven decision-making and optimizing staff performance. These advancements are redefining hospitality, combining automation with personalized service to enhance guest satisfaction and operational efficiency. Here are several categories of guest inquiries these services can handle:

  1. Information Requests: Local attractions, hotel amenities, services, and events.
  2. Room Service: Menu exploration, order placement, and dietary specifications.
  3. Housekeeping Requests: Extra towels, bedding changes, and cleaning schedules.
  4. Maintenance Issues: Reporting and scheduling repairs for in-room facilities.
  5. Concierge Services: Transportation, restaurant reservations, and special requests.
  6. Feedback Submission: Sharing experience ratings and specific feedback instantly.
  7. Check-in/Check-out Procedures: Managing arrival and departure processes.
  8. Special Occasion Arrangements: Requests for surprises, room decorations, or celebratory items.
  9. Technical Support: Assistance with in-room technology, Wi-Fi, and device connections.

Bridging the Gap Between Staff and Guest

Integrating Viqal's Virtual Concierge into the hotel tech ecosystem, including seamless integration with PMS and other systems, enhances both guest service and staff collaboration. This technology not only manages guest inquiries efficiently but also facilitates task allocation and updates for staff, ensuring streamlined operations. The integration allows staff to focus on delivering exceptional service, supported by tools that handle routine tasks and improve overall efficiency. This synergy between guest-facing technology and staff task management is key to providing a superior guest experience in the modern hospitality industry. Here's how it enhances the hospitality experience:

  • Efficient Inquiry Management: Automates responses to common guest questions, from Wi-Fi passwords to hotel services.
  • Task Allocation: Directly inputs service requests into the PMS, assigning tasks to the relevant department.
  • Real-Time Updates: Notifies staff instantly of guest needs, allowing for swift action.
  • Personalized Service: Frees up staff to provide a tailored guest experience, enhancing satisfaction and loyalty.
  • Operational Analytics: Offers insights into guest preferences and staff performance, enabling continuous improvement.
  • Seamless Integration: Works in tandem with PMS, CRM, and other systems for cohesive service delivery across the hotel's operations.

Challenges and Opportunities

Implementing advanced guest service technologies presents challenges like significant upfront costs, the need for staff training, and ensuring system compatibility. However, these technologies offer substantial opportunities, such as increased operational efficiency, enhanced guest satisfaction, and the potential to attract tech-savvy customers. By overcoming these challenges, hotels can leverage these technologies to differentiate themselves in a competitive market, offering unique and personalized experiences that drive loyalty and repeat business.


  1. Cost: High investment required for implementation and maintenance.
  2. Integration: Ensuring compatibility with existing hotel systems.
  3. Training: Staff need to be trained to effectively use new technologies.
  4. Reliability: Ensuring consistent performance of these technologies.
  5. Privacy Concerns: Managing guest data securely and ethically.


  1. Enhanced Guest Experience: Personalized and convenient service offerings.
  2. Operational Efficiency: Streamlined processes and reduced manual tasks.
  3. Data Insights: Improved decision-making through data collection and analysis.
  4. Market Differentiation: Standing out in a competitive market with advanced technology.
  5. Increased Revenue: Potential for upselling and improved guest loyalty.

Future Trends

Future innovations in guest service technology are expected to further enhance personalization and efficiency. Trends include the integration of AI for deeper insights into guest preferences, the use of augmented reality for interactive experiences, and the expansion of IoT for more connected and responsive guest rooms. Blockchain could also play a role in secure and transparent transactions. These advancements promise to redefine the guest experience, offering more tailored, engaging, and convenient interactions.


In our journey through the 'Hotel Tech Stack' series, we've seen how technology like Viqal's Voice Concierge is not just enhancing the guest experience but revolutionizing it. These innovations offer personalization, efficiency, and new heights of convenience, merging seamlessly with existing hotel ecosystems. Despite challenges such as cost and integration, the opportunities for improved service and operational excellence are immense.

As we look to the future, we anticipate even more groundbreaking developments in guest service technology. Stay tuned for our next installment, where we will delve into the pivotal role of In-Room Technology in shaping the future of hospitality.

Frequently Asked Questions


What are the core elements of guest service technologies in hotels, and how do they enhance the guest experience?

Guest service technologies encompass a range of digital tools designed to improve the guest experience. This includes mobile applications for controlling various aspects of a stay, online booking platforms, and interactive guest services like in-room tablets. These technologies enhance convenience, making guest interactions with the hotel smoother, more personalized, and efficient​​.


What sets Viqal apart from other guest service solutions?

Viqal stands out by fully automating the guest inquiry process, from initiating natural conversations to PMS data entry, all without manual effort from staff. Our deep hotel tech know-how ensures seamless system integration, making guest interactions efficient and staff roles more strategic.


How do mobile and contactless solutions contribute to guest service in hotels?

The rise of mobile and contactless solutions marks a shift towards a digital, guest-centric approach. Mobile apps allow guests to manage bookings, access services, and interact with staff. Contactless check-ins and digital keys offer a seamless, touch-free experience, aligning with modern travelers' expectations for speed, efficiency, and minimal physical interaction​​.