With so many options accessible through online searches, many customers are facing ‘choice fatigue’. It is no longer about greater choice, but about the perfect choice specifically for that individual.This more personalised approach to sales and marketing is something that technology, until now, has not been able to offer and which will make a hugedifference for hotels, their guests and the hospitality industry as a whole.This will enable potential guests to find what they are looking for faster making it more likely they will book direct or remember the hotel for a later date.Demand for the implementation of AI technology is also being driven by today’s hotel guests. They are becoming increasingly accustomed to the level of tailored service offered, a service that sophisticated new AI technologies intangibly provide.