The vast majority of hospitality managers in the UK believe their employers should be investing more in artificial intelligence (AI) – a huge gap between the perceived value of technology in the hospitality sector and its current implementation, according to a new findings.
A survey from workforce management platform Planday found that 88 percent of shift workers believe technology could improve their working experience. However, just 36 percent found the tools currently available to be very useful. Meanwhile, 94 percent of hospitality managers said that their organisation should be investing in AI, suggesting growing interest at all levels of the industry.
The research also found that only 62 percent of hospitality managers felt they had the right tools and technology to ensure compliance with legal working regulations. With employment regulations subject to frequent change, this lack of confidence raises concerns about the sector’s ability to keep up with required standards and avoid compliance-related penalties.
In November last year, a separate study by WorkJam found that the UK hospitality sector is grappling with outdated workforce management practices and insufficient digital solutions.
Using AI to support teams
Planday, which was founded by shift workers to simplify staff scheduling and communication, argues that AI should be viewed as a tool to improve efficiency and employee satisfaction.
Will Meadows, VP of Experience Design at Planday, said, “AI is not here to replace people, but to make their jobs easier and more efficient. By starting now, hospitality leaders can stay ahead of the curve and unlock tangible benefits for both customers and employees.”
In a recent AI masterclass, Meadows identified three primary areas where AI is expected to make the most impact within the hospitality sector. The first is operational efficiency, where AI can be used to support inventory forecasting, booking optimisation and cost reduction. The second is personalisation, enabling businesses to tailor guest experiences by analysing preferences and behaviours. The third is staff satisfaction, with AI taking over time-consuming administrative tasks such as scheduling and payroll.
Preparing the hospitality workforce for AI integration
Despite enthusiasm for AI, uptake across the sector remains uneven. Planday’s report suggests that while the potential is widely acknowledged, practical implementation is lagging. To close this gap, Meadows recommends starting small, for example by trialling user-friendly tools such as ChatGPT or Claude for guest communications and marketing support.
He also advises mapping the guest journey to identify areas where automation could free staff to focus on delivering service, and promoting internal education through workshops and open discussion around AI’s role in supporting, rather than replacing, staff.
The data shows a clear appetite among hospitality managers for more comprehensive technological support, especially in areas such as compliance where confidence is still low. AI’s ability to automate routine tasks could reduce pressure on staff and increase time for customer engagement, ultimately improving service delivery.
The report suggests that failure to engage with these developments may result in businesses falling behind competitors who are already adopting such tools.
Alessandra Pacelli is a journalist and author contributing to HRreview, where she covers topics including labour market trends, employment costs, and workplace issues.
- Alessandra Pacelli
- Alessandra Pacelli
- Alessandra Pacelli
- Alessandra Pacelli
