Recently, I had the pleasure of hosting the very first episode of our new webinar series, Hospitality Learning Labs. This series is designed to bring practical, real-world insights to hospitality professionals who are looking to elevate their operations and guest experiences. Our goal is to move beyond product demos and sales pitches and instead focus on the strategies, tools, and ideas that truly make a difference.
To kick things off, I was joined by David Thompson, CEO and founder of Myma.ai. David is a true pioneer in the hospitality AI space. His company, formerly known as Book Me Bob, was the first AI chatbot to integrate with RMS. It was a long-overdue conversation, and I am thrilled we finally had the chance to bring it to our community.
If you missed the live session, don’t worry. You can catch the full conversation on demand here. In the meantime, I wanted to share some of the key takeaways and reflections from our discussion.
You are not behind
One of the most common concerns I hear from hoteliers is the fear that they have already missed the AI boat. The truth is, you have not. As David put it, now is actually the perfect time to get started. AI has matured significantly in recent years. What used to be clunky and experimental is now refined, reliable, and ready for real-world application.
Six or seven years ago, AI in hospitality was mostly associated with basic chatbots that offered a frustrating user experience. Fast forward to today, and we are seeing AI tools that are intuitive, multilingual, and capable of integrating seamlessly with your existing systems. The technology has caught up with the needs of the industry, and the timing could not be better.
Start with the problem, not the platform
David’s advice was refreshingly simple. Do not start with the technology. Start with the problem. What is the biggest pain point in your operation today? Is your front desk overwhelmed with phone calls? Are you losing bookings because your team cannot respond to inquiries after hours? Are your food and beverage costs spiraling out of control?
Once you identify the challenge, you can begin to explore how AI might help. For example, one of David’s clients, a caravan park operator in Australia, was struggling with a high volume of missed calls. By implementing a chatbot and later an AI voice assistant, they were able to reduce call abandonment rates, gain valuable insights into guest behavior, and even adjust staffing and pricing strategies based on real-time data.
Strategy is key, but action is better
According to a recent h2c white paper commissioned by 11 hospitality tech companies, 78 percent of hotels are already using some form of AI. However, only a small fraction—around 7 or 8 percent—have a formal AI strategy in place. This gap presents both a challenge and an opportunity.
Having a strategy is important, but it should not be a barrier to getting started. You do not need a team of data scientists or a massive budget to begin. What you do need is a clear understanding of your goals and a willingness to experiment. Start small, measure your results, and build from there.
AI is here to help, not replace
There is a persistent myth that AI is here to replace human jobs. In hospitality, this simply is not the case. Our industry is built on human connection. AI is not about removing people from the equation. It is about empowering your team to focus on what they do best—delivering exceptional service.
Think of AI as your digital assistant. It can handle repetitive tasks like answering frequently asked questions, checking availability, or managing basic reservations. This frees up your staff to focus on more complex, high-touch interactions that truly enhance the guest experience.
Data is the new currency
One of the most powerful aspects of AI is the data it generates. Every interaction with a chatbot or voice assistant provides insights into what your guests are looking for, when they are looking for it, and how they prefer to communicate. This data can inform everything from your marketing strategy to your pricing model.
David shared a great example of a resort that used chatbot data to identify a high demand for pet-friendly rooms. By converting a few standard rooms and adding a small premium, they were able to generate new revenue and better meet guest expectations. That is the kind of actionable insight that AI can deliver.
The guest experience is evolving
Today’s guests expect instant answers. They are used to interacting with technology in every aspect of their lives, from ordering food to managing their finances. Hospitality is no exception. Whether it is a chatbot on your website, a voice assistant on your phone line, or a digital concierge in the guest room, AI can help you meet these expectations.
At RMS, we have worked closely with Myma.ai to ensure seamless integration between our PMS and their AI platform. This means that when a guest asks about availability or rates, the AI can pull real-time data directly from your RMS system. It is fast, accurate, and incredibly effective at driving direct bookings.
The future is closer than you think
One of the most exciting parts of our conversation was hearing about what is coming next. David and his team are already working on AI avatars, digital humans that can interact with guests via video. Imagine a guest arriving in their room and being greeted by a virtual concierge who can answer questions, take room service orders, and provide personalized recommendations.
This is not science fiction. It is happening now. And it is just one example of how AI is poised to transform the guest experience in ways we are only beginning to imagine.
Final thoughts
If there is one thing you can take away from this conversation, it is this: AI is not a luxury reserved for large hotel chains or tech-savvy operators. It is a practical, accessible tool that can help any property, whether you run a boutique hotel, a holiday park, or a serviced apartment, become more efficient, more responsive, and more competitive.
The key is to start. Identify your pain points. Choose a partner who understands hospitality. Focus on solving real problems. And remember, you do not need to have everything figured out on day one. AI is a journey, and every step you take brings you closer to a better guest experience and a more resilient business.
Thank you again to everyone who joined us live. If you missed it, you can watch the full webinar on demand here. And be sure to join us for episode two of Hospitality Learning Labs on 20 November 2025, where we will be joined by our friends at RoomPriceGenie to talk about pricing strategies that work.
Let’s keep learning, experimenting, and growing together.
