Majority of UK hospitality staff want more AI investment at work

Planday has released research highlighting the perspectives of both hospitality workers and managers on the role of technology and artificial intelligence (AI) in their industry.

According to Planday's survey, conducted with 2,000 UK shift workers and 250 hospitality managers, the majority of both frontline staff and those in leadership roles are keen for more technological investment, particularly in AI.

Survey findings

The data reveals that 94% of hospitality managers believe their employer should be investing in AI. Among shift workers, 88% feel technology could improve their work, but only 36% consider the tools they presently use to be very useful. Additionally, only 62% of hospitality managers say they have the right tools and technology to ensure compliance with legal working regulations.

The findings indicate a considerable gap between the perceived potential benefits of technology and staff's current experience of the digital tools available to them. Compliance with evolving regulations and the risk of financial penalties further underscore the need for effective technological solutions.

Views from leadership

Will Meadows, Vice President of Experience Design at Planday, commented on the research and the opportunities for hospitality businesses presented by AI and modern technology. According to Meadows, businesses that begin adopting AI will reap practical benefits for both guests and employees.

AI is not here to replace people, but to make their jobs easier and more efficient. By starting now, hospitality leaders can stay ahead of the curve and unlock tangible benefits for both customers and employees.

Meadows elaborated on three areas where he expects AI to be integrated in hospitality over the next year. These include using AI to streamline operations, personalise guest experiences, and boost staff satisfaction.

Areas of AI application

On operations, Meadows stated that "AI tools can act like personal assistants, helping managers forecast inventory needs, optimise bookings, and reduce costs. The result: smoother operations and better resource use."

Personalisation is another area where Meadows sees potential, adding, "By analysing guest preferences and behaviours, AI allows businesses to offer truly tailored experiences – from dietary needs to room settings – that drive loyalty and satisfaction."

Staff experience is also a focus. Meadows commented, "AI can take over time-consuming admin like scheduling and payroll, letting employees focus on the human side of hospitality. Happier staff = better service and lower turnover."

Adopting AI in daily operations

For those looking to begin using AI tools, Meadows shared suggestions to help hospitality businesses get started. He recommends starting small with tools like ChatGPT or Claude for tasks such as marketing support, event planning, or guest communications. Mapping the guest journey to identify points where automation frees up staff is also encouraged, together with investing in team education: "Encourage workshops, share resources, and promote an open dialogue about how AI can support people, rather than replace them."

Meadows said that embracing AI and investing in profit-sharing technology can lead to streamlined operations, improved guest satisfaction and retention rates, and enhanced staff satisfaction. He addressed some current reservations, explaining that while discussions around AI are divisive, exploring available options is necessary for businesses to stay competitive in a rapidly changing sector.

The data provided by Planday suggests that there is a shared appetite among both managers and shift workers for technology that better suits their roles, and a strong consensus at the management level about the need to invest more in AI specifically. Only a minority of workers currently find their digital tools to be very useful, and a significant proportion of managers feel that they lack adequate resources to ensure compliance with regulations.