AI & Hospitality: How Small Venues Can Compete Smarter

AI might sound like something only big tech companies need to worry about, but here's the truth: it's been part of our everyday lives for years. The challenge for hospitality leaders isn't whether to use it, but how to do so without losing the warmth, community, and soul that make our venues special.

In my latest chat with the wonderful Tracy Sheen - award-winning author and proud "Digital Guide" - we explored how cafés, clubs, and community venues can weave AI into the way they operate. The aim? Cutting through admin, building loyalty, and spending more time creating connections with the locals who walk through your doors.

And if you've ever wondered, "But won't AI make hospitality… less human?" - this conversation is exactly what you need to hear.

Why Hospitality Leaders Should Care About AI

Hospitality is all about people. Yet behind every welcoming smile, there's often a mountain of paperwork, compliance checklists, and rostering headaches. Tracy reminded us that this is where AI comes into its own. It's not about replacing your team - it's about giving them back time so they can do what they love: delighting your guests.

Here are some real ways AI is already helping venues big and small:

• Automating inventory and rostering so managers aren't stuck in spreadsheets.
• Creating professional, budget-friendly marketing campaigns that reach the right people.
• Personalising loyalty programs so guests feel seen, appreciated, and part of your community.

Think of it less as handing control to technology, and more as teaming up with tools that clear away the boring bits.

From SEO to GEO: Getting Found in a Changing World

One of Tracy's standout insights was the move from SEO (search engine optimisation) to GEO (generative engine optimisation). With more customers using AI-driven search tools instead of just typing into Google, the game is changing.

Instead of stuffing pages with keywords, venues need content that's:

• Easy for AI tools to summarise (FAQs, bullet points, comparisons).
• Accessible across formats like audio, video, and translations.
• Repurposable - so one webpage can become a podcast, a blog, or a how-to video.

Her example of using Google Notebook LM to instantly create multiple content formats from one page was excellent - showing that even with no big budget, venues can stay discoverable.

Hyper-Personalisation That Feels Human

We've all had that "they know my order!" moment at our local coffee shop. AI makes it easier to scale those small but powerful touches. Tracy suggested practical (and affordable) ideas like:

• Allowing regulars to text ahead and skip queues.
• Remembering birthdays or special occasions with tailored offers.
• Offering "VIP Wi-Fi" to locals who need reliable connections.

These aren't cheap tricks - they're ways of giving loyalty back to your guests rather than simply asking for theirs.

And the best part is that experiments with AI don't require deep pockets. Tracy's top recommendations included:

• Canva - for simple, eye-catching social media graphics (free for eligible non-profits).
• Guidde and Tango - for step-by-step videos and multilingual guides.
• ChatGPT or Microsoft Copilot - for content prompts and smarter marketing copy.

Tracy's mantra: Start with one frustrating task. Fix that first. Then move on. Small wins, big impact.

• Grab Tracy's book "AI & U" HERE
• Catch our full conversation HERE
• Or tune into the Michelle Pascoe Hospitality Podcast episode HERE

Hospitality will always be about human connection. AI, when used thoughtfully, simply clears away distractions so your team can get back to what makes your venue special: creating memorable, meaningful experiences that turn your guests into advocates.