The best way to come to grips with artificial intelligence (AI) for spa and wellness is through the phrase ‘technology-adjacent therapies’. That is, for our industry where human-to-human contact is ever-so-centric to guest satisfaction, it’s not that automation will supplant practitioners but that these contemporary tools will offset the undesirable, repetitive tasks to augment the experience. Hence, hoteliers and managers shouldn’t necessarily look to how AI can boost the guest journey but to their own teams’ experience, otherwise known as the software’s ‘end users’.
