AI: The fourth industrial revolution - Now what about the hotel industry?

Belgium Hospitality Club @ SILT

On Tuesday 11 June, experts and professionals from the Belgian hospitality sector gathered at the brand-new SILT (Middelkerke) for the exclusive 'AI meets Hospitality' event, organised by the Belgium Hospitality Club (BHC). During this inspiring evening, attendees got a glimpse into the future of the hospitality sector, where artificial intelligence (AI) is playing an increasingly important role.

The foreword was given by Filip Helssen, managing director of Coriotech, who co-founded the Belgium Hospitality Club in 2019, a platform striving for excellence within the hospitality sector. He explained that this initiative unites companies committed to providing high-quality products and services, making the BHC act as a seal of quality for the sector. "With now more than 33 member companies, the Belgium Hospitality Club is not only a symbol of quality, but also a rallying point for sustainable entrepreneurship, an increasingly important aspect within the hospitality sector," Helssen added.

The evening was opened by Thierry Geerts, current CEO of BECI (Brussels Enterprises Commerce & Industry) and former Country Director of Google in Belgium and Luxembourg. This was an immediate hit, as the inspired manager effortlessly filled his allotted hour with extremely fascinating information about AI, and digitalisation in general. He has therefore, through his Google job, almost literally seen the AI revolution - as we know it today - begin. In 2016, according to him. In his lecture, Geerts further highlighted the impact of digitalisation on society and the role AI plays in it. He stressed that AI is not a threat to human labour, but rather a tool that can be used to perform our tasks more efficiently and effectively.

A striking example of the power of AI can be seen in the medical world, where AI has reduced the error rate in mammograms from 34% to just 2%. Applications such as Google's Vertex AI play a crucial role in this transformation. For example, AI helps supermarkets by checking shelves, which not only saves costs but also reduces food waste. Example? Carrefour uses it daily.

In short, AI represents the fourth industrial revolution, after the earlier revolutions of steam, electricity and computers. In this context, modern humans, the 'Homo Digitalis', are extended and enhanced by technology, leading to a form of 'augmented humanity'.

Thierry Geerts therefore recommends reinventing 'everything', and in this case more specifically everything to do with the hospitality sector. Because travel is 'painful and expensive'. And that is where hoteliers can help. The three main points, according to Geerts, are that hoteliers need to do more with less, use better - and also fewer - tools to make decisions ánd leave the excess data to 'actionable intelligence & automation'. AI, in other words.

The keynote speaker of the evening was Ivo Minjauw, CPO of Lighthouse. Minjauw shared with the audience how Lighthouse is integrating AI to transform the guest experience. He gave concrete examples of how AI-driven solutions are being used to automate tasks, personalise guest experiences and increase efficiency. A big shout-out also followed to Bruges-based Stardekk, which recently became part of Lighthouse. The move marks another milestone in the two companies' joint commitment to supporting commercial teams in the hospitality sector. With a single platform, they want to stimulate and strengthen revenue growth, according to Ivo Minjauw.

'AI Meets Hospitality' was a very successful evening that no doubt gave attendees food for thought. The speakers shared valuable insights and inspiring examples of how AI can be used to take the hospitality sector to an even higher level. The networking opportunities before and after the presentations - including a wide choice of drinks and snacks - were obviously very much appreciated by the many attendees. By the way, this event was completely full. So for the next BHC event, don't wait too long to register ...