Lancashire’s Park Hall Resort & Spa has become the first hotel in the country to integrate an AI-powered concierge. Developed by UK-based Inntelo AI, the system is designed to assist guests via phone and WhatsApp, enhancing convenience and streamlining hotel operations.
Park Hall Resort & Spa, a Radisson Individuals hotel operated by the Brilliant Hotels Collection, has long been known for its rich history.
Originally a Benedictine monastery dating back to 669 AD, it has played host to cultural icons such as Tommy Cooper, Bruce Forsyth, and Lulu. Now, it is making history again, this time by embracing cutting-edge artificial intelligence.
The AI concierge aims to transform how guests interact with hotel services. By leveraging natural language processing, it provides instant support for inquiries, room service orders, and local recommendations, ensuring guests receive timely and efficient assistance in multiple languages, 24/7.
The integration comes as part of a larger initiative to modernize the hotel while maintaining exceptional service quality.
The hospitality industry has been under increasing pressure due to rising labor costs, a trend exacerbated by the UK’s latest Autumn Budget. With staffing expenses climbing, hotels are seeking new ways to optimize operations without compromising service standards.
Anoob Saban, owner of Brilliant Hotels Collection, highlighted the motivation behind adopting AI technology: “We’ve invested significantly in renovating the property, but with rising costs, it’s more important than ever to embrace efficient and guest-friendly innovations. Traditional hotel tech—phones, apps, and complicated room systems—can be annoying and frustrating for guests. By partnering with Inntelo AI, we’re eliminating these pain points and enhancing the overall guest experience.”
This sentiment is echoed across the industry, with many hotels struggling to maintain seamless service while managing operational costs.
AI-driven solutions, such as Inntelo AI’s concierge, offer a way to alleviate these challenges by automating routine interactions and allowing human staff to focus on personalized hospitality.
The deployment at Park Hall Resort & Spa is part of a broader trend in the hospitality industry, with AI adoption accelerating worldwide. Inntelo AI has already implemented similar technology in hotels across the Netherlands and Portugal, signaling a shift towards automation in guest services.
Asif Alidina, founder and CEO of Inntelo AI, emphasized the significance of this development: “AI has reached a level where it can communicate naturally with us, through phone calls and WhatsApp, without needing buttons, apps, or complex systems. That shift is a game-changer for hospitality, where efficiency and seamless communication are essential.”
Beyond immediate service enhancements, AI integration in hotels is also being supported by leading hospitality schools. Inntelo AI is actively collaborating with institutions such as EHL in Switzerland, Hotelschool The Hague, and the University of Essex’s Edge Hotel School. These partnerships aim to equip future hotel professionals with the skills and confidence to leverage AI effectively in their careers.
For guests at Park Hall Resort & Spa, the AI concierge means fewer hassles—no more waiting on hold, downloading multiple apps, or struggling with outdated service systems. Instead, they can simply send a message or make a call to handle their requests instantly.
However, despite the benefits of automation, concerns remain about AI’s impact on employment in the hospitality sector. Industry experts suggest that AI should complement human staff rather than replace them, allowing employees to focus on more complex and personalized aspects of guest service.
Inntelo AI’s approach aligns with this philosophy. The company stresses that its technology is designed to enhance, rather than replace, human interactions. By automating administrative tasks and routine inquiries, the AI concierge allows hotel staff to concentrate on creating memorable experiences for guests.
A survey by Deloitte found that 67% of travelers are open to using AI-powered services in hotels, and 55% believe AI can improve their travel experience, as per Deloitte’s European Hospitality Industry Conference survey Deloitte UK.
This aligns with industry insights suggesting AI can handle nearly 95% of customer interactions without human intervention by 2025, as mentioned in a Medium article Medium. The technology also allows hotel staff to focus on personalized services, potentially improving guest satisfaction and loyalty.
Despite the benefits, concerns remain about AI’s impact on employment in the hospitality sector. Industry experts, as noted in a McKinsey study, suggest AI could complement human staff, with estimates that AI could add $2.6 trillion to $4.4 trillion annually to the global economy, impacting various sectors including hospitality McKinsey.
A World Economic Forum report indicates AI is expected to create new job roles and transform existing ones, rather than leading to mass unemployment, emphasizing a collaborative approach. Inntelo AI’s strategy aligns with this, focusing on enhancing rather than replacing human interactions, as per their website Inntelo AI.
