We recently found a video on LinkedIn featuring a robot acting as a horse pulling an19th century-style carriage. Inside the carriage was a man dressed in traditional attire from that period. Watching both the man and the robot was quite amusing. The robot advanced slowly but steadily, while the man in the vintage carriage encouraged it. Despite the progress and movement, the scene felt peculiar, as if it were some kind of joke.
The video posed an intriguing question: 'Can modernity, specifically AI, and tradition coexist and collaborate effectively?' Ideally, this shouldn't appear as amusing as the juxtaposition of the carriage and the robot in the video.
After considering this topic, we believe that it is indeed possible.
What is tradition?
'Tradition' is defined as the 'transmission of customs or beliefs from generation to generation'. Customs and beliefs develop over decades and centuries, and are rooted in people's life experiences, experiments, and sometimes accidental knowledge and learning. Tradition is a component of both our past and our future. It is naturally connected to the concept of 'being traditional,' which involves following or aligning with tradition, or sticking to past practices or established norms.
Tradition and traditional in the context of hospitality:
When discussing the traditional approach in hospitality establishments, we typically mean adhering to past practices or established norms. Many luxury hotels operate based on this traditional method, following the old-fashioned way of doing things as they have always been done.
Sticking to past practices or established norms provides a feeling of comfort, stability, continuity, and reliability—a comfort zone where expectations are clear. For instance, in many luxury hotels, concierge services are part of the traditional approach. Their expertise and methods of handling customer inquiries have been developed over years through personal experience, not just their own but also from their predecessors and colleagues in other hotels. Through this experience, they have identified best practices that can be effectively applied in various situations. This is commendable. However, it doesn't fully align with modern realities and rapid technological advancements..
Why traditional luxury hotels are not keen on technology?
Traditional luxury revolves around offering various services to customers by employing a large number of low-cost workers. This method originates from the outdated master-servant dynamic, rooted in the tradition of managing noble and royal estates. A good example is the fictional Downton Abbey (TV Series 2010-2015), which illustrates perfectly the model traditional luxury hotels are based on. However, technological advancements, like AI concierges, disrupt this model, as communication with AI involves different dynamics. AI not only challenges the status quo of traditional concierges but elevates the interaction between customers and hotel staff to a much higher and more fulfilling level. It turns 'servants' into engaging companions and highly intelligent and efficient assistants. The evolving dynamics necessitate a shift in traditional behaviour models, affecting not just the hotel's staff and management, but also the customers. Although this change may not be particularly desirable or welcomed, it is unavoidable, as technological advancement pauses for no one. Traditional luxury hotels that resist this change will simply become obsolete.
How AI and tradition can coexist?
We believe that AI can enhance certain traditions and practices in the hospitality industry. This is especially relevant for improving the customer journey by creating a wow effect at each key touchpoint. Traditional hotels aim to convey professionalism, care, confidentiality, and efficiency. The best service appears to occur as if by magic, with the 'magician' remaining unseen. This effect can be achieved by employing AI Assistants. They can provide essential information and assist the customer at various touch-points along the journey, while remaining 'invisible'. In this context, invisibility is a significant advantage. This can be combined with the tangible luxury experiences typically offered by traditional hotels. We believe this is a very smart approach.
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