How does AI make you feel?
That was the question posed by Seth Bolt, founder of Bolt Farm Treehouse, during a panel at HITEC. And it’s been echoing in my mind ever since.
As AI reshapes hospitality and rental living, we tend to focus on what it can do. How it streamlines operations, reduces costs, or boosts performance. But maybe that’s not the right question.
What if, instead, we asked: “How will this AI tool make the guest feel?”
It’s a subtle shift in thinking, but one with a huge impact. Because at the heart of it all, hospitality – and providing homes – are fundamentally human businesses, and humans are emotional creatures. Guests and residents don’t remember your tech stack; they remember how the experience made them feel. Seth’s point was powerful: AI should be invisible.
The guest shouldn’t feel like anything has changed, except that everything feels smoother, more thoughtful, more intuitive.
That idea doesn’t stop with guests. What about your team, investors, partners, and even LinkedIn followers? Does your use of AI strengthen relationships, or create distance?
The lines between “hospitality” and “living” are disappearing.
We’re in the middle of a massive blending of categories. Hotels are adding co-working spaces. Multifamily buildings are offering short-term stays. Branded residences are booming. Short-term rentals now come bundled with experiences.
Just last week, I passed another new build-to-rent community with a billboard that read: “Connection guides our thinking and helps us provide experiences that attract people every day.” That’s not just marketing fluff (although it is pretty fluffy). What it really is is a signal – experience is now centre-stage, and asset classes are converging faster than you can say “amenity-rich-rentals”.
Today’s guest isn’t just booking a room. Today’s resident isn’t just renting a home. Is it a stretch to suggest that they are now opting into a way of life? I don’t think so.
For operators and tech innovators alike, this is a golden moment. Those who lead with a hospitality mindset — and partner with tech that enhances it — are positioned to redefine what living and staying can mean.
Convergence, hospitality delivery, deep questions, and how tech ‘feels’ are all themes I cover in my new book, “Tech-Enabled Hospitality,” published by Kogan Page on Monday (August 26th in the US). Preorder before August 4th using this code, PUBMON30, for 30% off.
Best,
Jessica
P.S. – I’m co-hosting a short and snappy webinar on August 7th on “How AI Sees Your Tech Brand – and Why PR is Your Secret Weapon”. Sign up here for the live event or free recording.
About me – I’m the CEO and founder of Abode Worldwide, a strategic public relations agency focused on building brand value and commercial success for technology solutions and enterprise operators, transforming the global lodging, hospitality, and living sectors.
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