First they came for the graphic designers, then they came for the Wimbledon line judges, and now they come for the hotel concierges. AI continues to replace everyday jobs across the country – with a report last year warning that up to eight million UK jobs could be taken by artificial intelligence.
Lancashire’s Park Hall Resort & Spa has become the first UK hotel to adopt an AI Concierge, calling it a necessity “with labour costs rising following last year’s Autumn Budget”. Created by UK company Inntelo AI, the new technology will talk to guests over the phone and WhatsApp, and is available 24/7 in multiple languages.
Originally the site of a Benedictine monastery dating back to 669 AD, Park Hall Resort & Spa is located near the picturesque village of Charnock Richard and has previously hosted the likes of Tommy Cooper, Bruce Forsyth, and Lulu. It’s more recently undergone a multi-million-pound refurbishment, including a new spa, but has never seen anything like this before.
Brilliant Hotels Collection (which operates the Radisson Individuals hotel) claims guests can “easily access concierge services and resolve any issues” with the AI Concierge. But, as anyone that’s ever had to deal with any computer technology will tell you, “easily” and “any” are strong words for a technology still in its infancy.
“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,” said Anoob Saban, owner of Brilliant Hotels Collection. “Traditional hotel tech – phones, apps, and complicated room systems – can be annoying and frustrating for guests.
“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.”
So it sounds like it’ll all be fine, with the technology also implemented in hotels in the Netherlands and Portugal following “rigorous testing”. Inntelo AI is also collaborating with hospitality schools such as EHL in Switzerland, Hotelschool The Hague, and the University of Essex’s Edge Hotel School, so future hotel professionals are confident in a technology (like it or not) that’s going to conquer the industry.
What will the AI Concierge do?
“AI has reached a level where it can communicate naturally with us – through phone calls and WhatsApp – without needing buttons, apps, or complex systems,” Asif Alidina, founder and CEO of Inntelo AI, said. “That shift is a game-changer for hospitality, where efficiency and seamless communication are essential.”
Inntelo AI says it will erradicate “waiting on hold, downloading endless apps, or navigating outdated systems”, with its instant, frictionless service. Some of the services you’ll be able to enjoy include ordering room service, making local recommendations, or resolving more urgent matters.
But what’s this all mean for the staff of Park Hall Resort & Spa? Well, the hotel staff isn’t going to be suddenly replaced by robots overnight. You still need people to check you in, make reservations, handle your luggage, etc. The aim is to “enhance, rather than replace, the human touch in hotels” while also creating “more enjoyable working conditions for staff.” For now, at least…
Asif Alidina adds: “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.”
This article was originally published in Secret London on 6 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.
