Asif Alidina is the founder and CEO of Inntelo AI, which made history in 2025 by launching the UK’s first AI Concierge combining conversational and agentic AI to talk to guests and transform hotel operations. A pioneer in hotel technology, Asif has been at the forefront of hospitality innovation for more than a decade.
Asif’s journey into AI began during his undergraduate studies, where he explored early forms of human-like reasoning and built an AI careers advisor using fuzzy logic, an early precursor to today’s recommendation systems. In 2018, he formalised this focus by completing MIT’s executive programme AI for Business Strategy, where his project applied machine learning and natural language processing to the facilities management and real estate sectors.
Since 2012, Asif has spearheaded go-to-market strategies for major hotel and FM technology solutions, including UK launches for Optii, Knowcross and LEVIY. In 2020, he created ariia, an award-winning guest experience platform that championed contactless service during the pandemic.
Asif is a regular commentator on innovation in hospitality and the evolving role of AI, with features in The Caterer, Hotel Owner, Hospitality Net, Secret London and UK Tech News. He is also a frequent speaker at industry events and global technology conferences including London Tech Week and Web Summit.
A strong advocate for ethical AI, Asif believes in using AI to improve working conditions rather than replace people. He champions privacy-first, model-agnostic solutions that give hotels flexibility without compromising guest trust.
With more than 20 years of experience in market strategy, enterprise sales and operational innovation, Asif’s work focuses on building intelligent systems that solve real problems, deliver measurable ROI and create seamless, human-first guest experiences.
