Use of machine learning technology for tourist and organizational services: high-tech innovation in the hospitality industry

Purpose Technological innovation has been changing the tourism industry precipitously and making the holiday experience more enjoyable and easier than before. The purpose of this study is to identify the current and future changes by the machine learning (ML) system as artificial intelligence in the hospitality industry. Design/methodology/approach This study has a descriptive research approach because building knowledge on technology and applying this knowledge to a tourism research are still new extensions in social studies, especially in tourism. Findings This research shows the value of using ML in the quality of data, features and algorithms besides stating the difficulties of data analysis in hospitality. This research also provides a comparison of automated ML techniques and the use of a robot for customer services in the hotel. Originality/Value This research contributes to the tourism and technology literature by shedding light on the use of ML in tourism advancement to predict future business conditions, revenue, challenges and also to identify the current trend of tourist demand.