Those staying at Park Hall Resort & Spa in Chorley, Lancashire, might wonder if Charlotte – who patiently answers hundreds of questions posed by guests a day – ever gets a break.
Charlotte is on the end of the phone, in voice or text, all day and all night, yet somehow never sounds tired. That’s because Charlotte is the Lancashire hotel’s AI concierge, the first in the UK.
“She works very hard,” laughs Stephen Pinto, general manager of Park Hall, He says he has been surprised at how seamless the hotel has found the introduction of the AI bot, who ‘talks’ to guests over the phone and via WhatsApp.
There are no landline-style phones in any of Park Hall’s 119 rooms – instead, on arrival guests are shown a QR code. “We show them how to scan it and link the AI concierge to their WhatsApp. They can choose to chat with Charlotte or call her; either way she tells guests their options, such as room service, housekeeping, how to extend their stay and maintenance.
“If a guest says, ‘I need extra towels’, we get a notification as all staff have a connected app. The AI automatically messages the guest to say ‘we’ve notified housekeeping’, and it opens a ticket for us, then housekeeping delivers the towels.”
The AI concierge understands 29 languages. “On the phone option, she says, ‘Hi, I’m Charlotte, the AI agent to assist you’, and then answers any question, She can book a Swedish massage with our spa, recommend events and local attractions and make wake-up calls. Charlotte sounds human-like, although she clearly states she’s an AI concierge. The voice is surprisingly good, though – it’s not robotic, it sounds like a person is answering your questions and in a language you understand. She doesn’t get stuck. I’ve quizzed Charlotte on every question I could think of for 20 minutes and she knew everything flawlessly.”
What if a guest arrives without a smartphone? “We haven’t faced this challenge yet,” says Pinto. “But we do plan to have basic mobiles available to lend to guests who need one for the room.” The service only launched in February, he adds, but so far Charlotte’s most-commonly asked request is for extra towels, more tea and coffee, or room service.
The main benefit has been freeing up reception staff to help guests with check-in and face-to-face enquiries. “It really eases the life of our receptionists,” Pinto adds. “Previously, if more than two or three rooms were calling or putting in orders simultaneously, they entered a queue. Now, even if we have 64 rooms trying to get things at the same time, each guest will have a response, live, at the same time. It saves a lot of time for the front desk team. The AI system also directs issues to the right department, so reception staff don’t have to get involved at all if it’s, say, a problem for maintenance or a request for the kitchen.”
Are staff worried about AI taking their jobs? “No – there will always be a place for the front desk, this just makes their life easier. We have the same staffing as before.”
Building confidence in AI
Park Hall, a Radisson Individuals hotel operated by the Brilliant Hotels Collection, bought the system from Inntelo AI, which charges a software subscription based on the size of a hotel or group.
The hotel is working on new ways to use its AI app, such as broadcasting messages to all rooms to, for example, warn of an imminent fire alarm test, or share events or offers instead of creating a newsletter.
Inntelo AI is expanding, with deployments in hotels in the Netherlands and Portugal as well as Park Hall. The firm is also collaborating with hospitality schools such as EHL in Switzerland, Hotelschool The Hague, and the University of Essex’s Edge Hotel School to help build AI confidence in the next generation of hotel professionals.
Inntelo AI’s founder Asif Alidina said higher hotel expenses meant the AI concierge made economic sense. “With labour costs rising following last year’s autumn budget, hotels are under increasing pressure to operate more efficiently while meeting rising guest expectations,” he says. He adds that the tech meant “the era of waiting on hold, downloading endless apps or navigating outdated systems is over. AI is here to elevate hospitality to a new standard”.
This article was originally published in The Caterer on 31 March 2025. You can view the original article here.
You can also follow Asif Alidina on LinkedIn for more articles and insights into AI and Hospitality.
About Inntelo AI
Inntelo AI is the first AI-native platform unifying guest experience, operations and real-time personalisation for hospitality and real estate. It helps properties work smarter, grow revenue and deliver seamless service with AI. Inntelo brings communications, task automation, personalisation and predictive intelligence together in one AI-native stack. Designed for hotels, resorts, branded residences and mixed-use venues, Inntelo AI transforms performance while keeping people at the centre. Inntelo AI is backed by leading venture capital investors including Antler, Haatch, Look AI Ventures and the British Business Bank.
About Asif Alidina
Asif Alidina is the Co-Founder & CEO of Inntelo AI, the first AI-native platform unifying guest experience, operations and real-time personalisation for hospitality and real estate. In 2025, he led the launch of the UK’s first agentic AI Concierge, introducing AI-powered communications and automation into daily hotel operations.
Inntelo AI is the first AI-native platform unifying guest experience, operations, and real-time personalisation for hospitality and real estate. It empowers hotels to work smarter, grow revenue, and deliver seamless service by combining communications, task automation, personalisation, and predictive intelligence into one stack. Designed for hotels, resorts, branded residences, and mixed-use venues, Inntelo AI transforms performance while keeping people at the centre. The company is backed by leading venture investors, including Antler, Haatch, Look AI Ventures, and the British Business Bank.
