Markus Feller, CEO of Like Magic, explores how AI and automation can support sustainable hotel operations by creating a low impact guest experience.
Artificial intelligence (AI) is the next big thing in hospitality technology, but its true potential goes far beyond nifty chatbots for guests to natter away with.
What’s curious is that the hype and hoopla swirling around AI’s growing role in hospitality today doesn’t match up with how run-of-the-mill its utility will seem tomorrow. That’s not to say that AI isn’t a revolutionary tool for sustainability — it really is. But its greatest potential won’t be realised in improving guest experiences or in dynamic pricing but, instead, in optimising sustainability.
Admittedly, energy efficiency and resource management are rarely the most exciting topics to write home about, especially against the backdrop of an industry that thrives on experiences and aesthetics as much as hospitality does. But the seismic impact AI will have in creating a cleaner and greener hospitality sector changes that. Just because AI’s greatest achievements will be realised out of sight doesn’t mean the enormous benefits for hospitality professionals won’t be front of mind.
First, it’s important to be clear on definitions. What sets AI apart from other types of smart tech is its ability to continuously learn and evolve. Individual tools like building management should be viewed as vehicles that enable operators to achieve energy efficiency, while AI should be viewed as the ace jet pilot.
In practice, this means AI will optimise energy consumption in ways that are nearly invisible to guests but hugely impactful behind the scenes. By continuously monitoring and adjusting lighting, heating, ventilation, and air conditioning based on real-time data, AI can significantly reduce a property’s carbon footprint without sacrificing comfort. AI systems can analyse occupancy trends, weather forecasts, and even guest behaviour patterns to make micro-adjustments that traditional energy management systems simply cannot.
Over time, these incremental improvements add up to major cost savings and reduced environmental impact. Major hotel chains are already reaping rewards by doing so. Hilton, for example, has been measuring, analysing, and managing utility consumption across its global portfolio for over a decade, leading to an overall reduction in operating costs of over $1 billion. In the luxury segment, Mandarin Oriental Hotel Group was able to reduce food waste by 45 per cent across its portfolio as a percentage of food costs thanks to AI’s predictive analysis and menu optimisation.
The beauty of using AI in hospitality to make operations more sustainable is that it doesn’t require guests to give it a second thought, everything is automated behind the scenes. However, that’s not to say that a guest’s participation isn’t necessary to achieve optimum efficiency. But no one wants to feel pressured — or worse, guilty — about their choices while on vacation or a business trip. Instead, AI gently nudges guests toward more sustainable behaviours.
For example, at Schani Hotels in Vienna, AI has ended automatic daily room cleaning. Guests, who use an AI-enabled platform to communicate with hotel staff, can still request daily cleaning at no extra charge, but fewer than 20 per cent choose to do so. This simple shift has significantly reduced the consumption of energy, water, and cleaning chemicals, cutting costs while promoting sustainability. Schani takes it further by donating money for each day a room isn’t cleaned to support carbon-neutral projects globally.
But sustainability isn’t limited to energy efficiency — it also extends to the wellbeing of human resources. In hospitality, the social aspect of sustainability is just as important to operational success as environmental impact. Sadly, this is an industry infamous for high turnover rates, often driven by employee burnout from the relentless cycle of mundane tasks and ongoing staff shortages. The “always-on” culture — where employees are expected to be available at a moment’s notice — leads to exhaustion and, ultimately, a decline in service quality.
AI offers a solution here as well. When integrated properly, AI can enhance employee wellbeing by automating repetitive tasks, reducing the mental strain of monotonous work, and allowing staff to focus on more meaningful, guest-centred activities. By streamlining workflows and prioritising tasks, AI frees employees from tedious administrative duties, making their roles more engaging and fulfilling. This, in turn, helps retain talent, fosters a motivated team, and supports a more sustainable approach to managing human resources.
At the German hotel group McDreams, AI used in combination with the company’s operational platform has reduced the overall operational workload by a third, despite a 50 per cent increase in the number of guests following a digital journey. Employee satisfaction has improved with mundane tasks, such as responding to front-desk calls which dropped by half thanks to the new AI-powered phone system. The operational efficiency means McDreams was able to reduce personnel expenses for administrative tasks by 80 per cent, which is projected to generate an astonishing €600,000 in savings this year.
AI’s transformation of sustainability in hospitality will happen quietly, not with fanfare but through subtle, behind-the-scenes improvements. The advantage of this technology lies in its ability to make so many complex processes feel effortless and invisible. Over time, the industry will take AI for granted as it silently reshapes hospitality, creating greener, more efficient, and more human-centred operations. While it may remain out of sight, AI’s contributions to a more sustainable future will be impossible to ignore.
