How is AI impacting guest and resident experience?
So I really believe that AI is transforming industries at scale globally. I think it also does that for hospitality and proptech specifically. If you break it down a bit, what you can see is AI changing how guests are receiving services, how hosts are determining prices, and in general how insights are being generated and acted on. The transformation is being able to move faster with less and do more.
What changes have you seen in how customers view AI?
AI is undergoing one of the fastest transformations. In one year, it’s gone from ‘I don’t know what it is’ to ‘I adopted it’ and now ‘I’m a proponent of it.’ Customers we spoke to a year ago felt the technology was too far from them. Now, they are enthusiastic and can’t imagine running operations without it. It’s been an amazing shift in a short time.
What barriers still exist for AI adoption in operations?
Businesses are still afraid of hallucinations and unclear processes in AI—particularly with generative AI. We all need to be aware of how to provide a service that is 99.99% reliable. At UpMarket, we’ve implemented smart escalations and control mechanisms to achieve almost 99.99% factual accuracy. But it’s hard work and trust can erode if it’s not done right.
What trends or ideas are you taking from Vitur 2025?
Vitur is a great event where we connect in a very personal and close way with industry partners. It helps us understand pain points and partners better. Spain is shifting quickly due to regulation and differences between rental types. For a company like ours, understanding customer priorities and how their businesses will evolve is incredibly valuable.
AI continues to redefine how hospitality businesses operate, from backend efficiencies to guest-facing innovations. As Shani Cohen highlights, success lies in embracing the technology while maintaining trust and transparency. Vitur provided a timely platform to explore these changes—and we’ll be watching closely as this space evolves.
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