If a chatbot is a concierge, then we no longer know what hospitality is.

Please stop using the term "AI concierge"

Photo: cottonbro studio, pexels

Author  Goran Rihelj

29. May 2026.
Concierge is not a chatbot or a digital assistant. Why the term "AI concierge" degrades one of the most important hospitality professions. In the tourism and hotel industry or the travel tech industry, for the last year, there has been an almost panicked attempt to add the prefix "AI" to everything. AI booking. AI travel planner. AI personalization. AI hospitality... and now we come to perhaps the most wrong term of all: "AI concierge". K...
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Author  Goran Rihelj

29. May 2026.