Hotel companies know what artificial intelligence is costing them. They’re less sure what it’s earning them.
That gap was a recurring theme Wednesday at the Destination AI event in Washington, where executives described a shift from deploying AI tools to proving they pay.
“We all know what the costs are right now,” said Pat Nestor, senior vice president of data and AI at Hyatt. “Certainly in the early days, everything was sort of measured in hours saved. OK, great. That’s helpful in terms of your own personal efficiency. But where does that live on a P&L sheet?”
Nestor predicted “more scrutiny” next year. “We’ve deployed these things. Where is the value of it?” he said. Hyatt’s internal focus has moved from “adoption” to “absorption,” he said. The question now is whether the company is “extracting the value o
