Hello,
AI buzzwords move fast. I skip a lot of them. But I think some of them are worth knowing about. As a shameless plug, I use Lomar Dictionary to get a basic understanding of them by putting the word and “(AI)” in the search bar, eg. Ontology (AI) it works great to give a simple definition without getting lost in wikipedia.
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Best, Martin
Pragmatik builds high-converting
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Opinion
How hotels should prepare for AI
I recently wrote about preparing for AI that hotels should build the infrastructure to prepare for it. There is a layer to this that I think will become increasingly important: ontology. It’s the latest AI-buzzword so I figured let’s try to decrypt it for a hotel.
The word isn’t new, it comes from the Greek words “onto-” meaning “being” or “existence,” and “-logy” meaning “study of.” It was first used in philosophy to talk about the study of existence, and now used in AI to mean a structured way to describe knowledge.
The basic concept isn’t as complex as it sounds (someone building such system will accuse me of blasphemy here). For a hotel, it essentially is a description of what actually exists in the hotel, how those things relate to each other, and what can happen between them.
For example: Room 407. It is a Deluxe King. It can connect to 408. It normally takes 31 minutes to clean. The AC was repaired two weeks ago. The building plans know it is 75 metres from the main linen store.
Add to this the human knowledge. The executive housekeeper knows that 407 often takes longer because of its layout. The housekeeper knows the vacuum cleaner stored on that floor is terrible. Then add the SOPs on how to clean it, what products to use. etc. An ontology connects them so they’re not just a series of disrelated facts but facts related to objects, rules, SOPs etc.
This becomes particularly interesting for AI because AI needs context before it can meaningfully optimize anything. Take all SOPs, all floor-plans, approved products, etc. and then add to it dynamic data (stock levels, arrivals, departures, reservations, rates etc) you have an AI system that can start optimizing.
Perhaps the system discovers that housekeepers spend 18 minutes per shift walking back to get supplies. Perhaps it finds that certain room sequences consistently take longer because employees are moving between floors. Or that linen organization creates dozens of tiny delays every week.
If you’ve cleaned rooms you understand that saving two minutes per room is meaningful. But importantly, saving those two minutes by making a physically demanding job a tiny bit easier is better than telling them to clean two minutes faster.
Start thinking about ontology now. Not necessarily by buying an “ontology platform” or embarking on a three-year data project. Start small. List the important elements in your hotel: rooms, employees, tasks, equipment, and physical spaces. Identify which systems has which data that you might need. Gather the SOPs. Find out what is not documented and just “everybody knows”. Bring this together. Start structuring it with Claude, Gemini or whatever your AI of choice is.
And don’t collect everything simply because you can. A 40-room hotel probably doesn’t need centimeter-level tracking of everything.
My previous argument was that hotels need to build infrastructure so they are ready for whatever AI brings next. Gathering all this data and making it available for AI is a great place to start. It will tell a system how all the parts work together and then when you start feeding live data in there and you’ll probably get great insights.
And btw, a lot of that data can even help in AI discovery.
About me: I'm a fractional CMO for large travel technology companies, and the co-founder of Pragmatik, an agency that drives MQLs through highly relevant content and distribution. You can find out more at wearepragmatik.com. Avoiding the Crowds
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• The Morning Meeting With Memory - Link
• Where to get inspiration for hospitality - Link⁺
• Brazilian Design at the Airport - Link
• The Hotel Yearbook Goes All-In on AI - Link
• Beyond the Annual Tech Budget - Link⁺
Did you know: In Philosophy, Ontology means The study or theory of the nature of being, existence, or reality, and the basic categories of things that exist and how they relate to each other. Defined using Lomar Dictionary⁺