A Lancashire hotel has become the first in the UK to adopt an AI concierge in what could be a radical shift in hospitality.
Guests at the Park Hall Resort and Spa in Preston will be able to call on the hotel’s artificial assistant, designed by London-based startup Inntelo AI.
Accessed via a phone call or over WhatsApp messaging, the automated concierge works alongside hotel staff, acting as the first point of contact for guests whether they need new towels, room service or local recommendations.
“AI has reached a level where it can communicate naturally with us – through phone calls and WhatsApp – without needing buttons, apps, or complex systems. That shift is a game-changer for hospitality, where efficiency and seamless communication are essential,” said Asif Alidina, founder and CEO of Inntelo AI.
“With labour costs rising following last year’s Autumn Budget, hotels today are under increasing pressure to operate more efficiently while meeting rising guest expectations. AI technology isn’t just an option – it’s becoming a necessity.”
The Park Hall Resort and Spa is operated by Brilliant Hotels Collection.
“We’ve invested significantly in renovating the property, but with rising costs, it’s more important than ever to embrace efficient and guest-friendly innovations. Traditional hotel tech – phones, apps, and complicated room systems – can be annoying and frustrating for guests,” said Anoob Saban, owner of Brilliant Hotels Collection.
“By partnering with Inntelo AI, we’re eliminating these pain points, improving operational efficiency, and enhancing the overall guest experience. We’re excited to work with Inntelo AI to deliver a seamless and modern hospitality experience for our guests.”
Founded in 2024, Inntelo has been backed by Antler VC, which invested £120,000 for its seed round.
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