This module starts with a concise introduction to AI, covering core concepts, key historical milestones, and a basic explanation of how AI systems work. It then explores critical ethical issues and concerns in AI adoption, such as data privacy, bias, and transparency. Participants will also dive into real-world case studies focusing on AI applications in hospitality and tourism-specific areas: revenue management, social listening, and initiatives for inclusion and sustainability. Additionally, it covers a broader range of application areas, including hotels, online travel agencies (OTAs), tourist destination management, and the MICE (Meetings, Incentives, Conferences, Exhibitions) industry. By the end, attendees will grasp AI’s foundational principles, navigate its ethical challenges, and recognise how targeted AI solutions drive operational and strategic value across diverse hospitality and tourism sectors.

Technology is transforming HR practices in the hospitality and tourism industry, driving greater efficiency and effectiveness in talent acquisition and management. This module introduces participants to how technology enhances HR, with coverage of digital recruitment platforms, AI and machine learning in hiring, performance management systems, learning and development technologies, and HR analytics. By leveraging these tools, hospitality and tourism organisations can streamline recruitment and selection through advanced applicant tracking systems, improve onboarding with digital solutions, and strengthen data-driven decision-making. A key feature of the module is hands-on projects where participants will learn to apply HR analytics using R language to address real-world HR challenges in the service context.

This module is designed for seasoned service managers seeking to leverage artificial intelligence (AI) to transform their operations and guest experiences. Bridging foundational AI concepts with actionable strategies, the module emphasises strategic planning, effective implementation, and ethical stewardship. Participants will gain the expertise to transition from traditional service management to AI-augmented service experience leadership, positioning their organisations for sustained competitive advantage in a dynamic marketplace. This module is supported by TrustYou to cover the following topics:

• The Strategic Landscape of AI in Service Operations and Guest Experience 
• Enhancing the Guest Journey with AI: Strategy and Roadmap Development 
• AI for Operational Efficiency 
• The Human-Machine Interface 
• Ethical Considerations and Future Trends

TrustYou is an AI-first, global hospitality platform that transforms guest feedback, customer data, and automated interactions into revenue-generating opportunities.

Artificial intelligence (AI) is revolutionising revenue management in the hospitality and tourism industry, enabling businesses to optimise pricing strategies and maximise revenue in an increasingly dynamic market. This module will not only cover the fundamentals of revenue management, but also equip participants with an in-depth understanding of how AI can enhance revenue optimisation. Topics include: fundamentals of revenue management, demand forecasting using machine learning, strategic pricing and AI-driven dynamic pricing, group decisions for overbooking, and ethical considerations in AI-based pricing. By integrating AI into revenue management practices, hospitality and tourism businesses can respond swiftly to market changes - such as shifts in competitor activity and customer demand - personalise pricing, and improve profitability through data-driven decision-making. The module will also feature real-world case studies and group discussions, allowing participants to navigate revenue optimisation challenges in the age of AI.

Focusing primarily on hospitality marketing applications, this module discusses how AI can be applied to support customer understanding, personalisation, and data-driven decision-making. Participants will explore how AI can be used to analyse guest reviews and feedback, design personalised communications, and optimise marketing campaigns to improve return on investment. The module also examines the potential of generative AI in content creation and considers the ethical implications of AI adoption in guest engagement. Through interactive discussions and guided activities, participants will gain practical insights into how AI can enhance marketing strategies and develop an AI action plan tailored to their organisations.