Training course · Generative AI · Hospitality & Tourism

Generative AI for Hospitality and Tourism

Vendor-neutral, hands-on day: how language models work, where they go wrong and how to roll out AI successfully in your team.

Duration
1 day (7 hrs)
Format
Online or on-site
Language
German or English
Participants
open dates or exclusive for your team
Certificate
Certificate of attendance

Overview

“Generative AI for Hospitality and Tourism” is a hands-on course for roles such as Hotel management and front office teams, Reservations and sales departments and Destination management organisations and tourist boards. Rather than learning Generative AI in the abstract, you work on tasks from your daily routine – with examples, exercises and templates from Hospitality & Tourism.

Generative AI has reached most organisations, yet teams often lack a shared understanding of what language models can actually do and where their limits lie. In this vendor-neutral course you will learn how large language models generate text, why they hallucinate and how careful prompting, context and source checking lead to reliable results. Rather than relying on any provider's marketing claims, you will work with transparent criteria that help you compare tools and judge their fit for your own tasks.

The second focus is everyday implementation. You will identify concrete use cases in your area of work, weigh benefit, risk and effort, and draft a realistic roll-out plan for your team. This covers ground rules for handling confidential data, a practical prompt library and ways to build acceptance and make results measurable. Throughout the day you work with examples from your own field, so you leave with an actionable roadmap rather than a set of abstract ideas.

In hotels, restaurants and tourism, the guest experience is everything – and it starts long before arrival. Generative AI helps teams answer enquiries quickly and in several languages, build group and conference proposals, respond professionally to reviews and produce content for websites, booking platforms and social media. AI agents can handle standard questions about arrival, parking or check-in times around the clock and pre-qualify booking requests. Behind the scenes, AI-supported analysis assists with rostering, purchasing and pricing. Especially at a time of staff shortages, AI frees up space for the personal hospitality that no technology can replace.

The course is delivered live – either online in a virtual classroom or on-site in our training rooms in Munich, Salzburg, Berlin, Augsburg, Hanover, Bremen, Stuttgart and Kaiserslautern. We can also run it exclusively for your team.

Who is this course for?

  • Hotel management and front office teams
  • Reservations and sales departments
  • Destination management organisations and tourist boards
  • Tour operators and travel agencies
  • Food and beverage and banqueting managers

Typical challenges we address

  • Staff shortages combined with high service expectations
  • Many enquiries in different languages across numerous channels
  • Public reviews that need prompt, professional responses
  • Heavy effort for proposals, content and guest communication

What you will be able to do

  • You can explain clearly how language models generate text and why hallucinations occur.
  • You can write prompts that consistently deliver useful, verifiable results.
  • You can compare AI tools against transparent criteria covering data protection, features and cost.
  • You can identify and prioritise concrete use cases for your area of work.
  • Answer enquiries and reviews with AI faster, in several languages and in your property's style.
  • Create proposals, content and guest communication efficiently with AI support.
  • Identify operational processes that AI agents and automation can relieve.

Course outline

Module 1 How large language models work
  • Tokens, context windows and probabilities: what happens when a model generates text
  • Training knowledge versus web search versus your own documents (RAG)
  • Text, images, audio and code: what multimodal models can do today
  • Realistically assessing typical strengths and weaknesses in office work
Module 2 Spotting hallucinations and getting reliable output
  • Why models produce plausible-sounding errors and when the risk increases
  • Prompting techniques: role, context, examples, output format and step-by-step instructions
  • Requesting sources, cross-checking facts and introducing a four-eyes principle
  • Scoping tasks so that AI assists rather than decides
Module 3 Choosing tools without vendor bias
  • Overview of chat assistants, AI built into office suites and specialist tools
  • Criteria: data processing, hosting location, admin features, integrations and pricing model
  • Enterprise licences, API access and locally hosted open-source models compared
  • Building a simple scoring matrix for your own tool selection
Module 4 Identifying use cases in your field
  • Systematically capturing recurring writing, research and analysis tasks
  • Rating benefit, risk and implementation effort for each use case
  • Distinguishing quick wins from strategic initiatives
  • Creating a prioritised use-case backlog for your team
Module 5 Rolling out generative AI in your team
  • Usage rules: which data may go into which tool and who signs off results
  • Building and maintaining a shared prompt library and templates
  • AI champions, training formats and peer exchanges to embed new habits
  • Measuring success: documenting time saved, quality and user satisfaction
Module 6 Practice lab: Hospitality & Tourism
  • Multilingual guest enquiries
  • Responding to reviews
  • Group and conference proposals
  • Content for websites and platforms
  • Automating guest communication
  • Supporting internal operations
Module 7 Data protection, quality & transfer to daily work
  • Guest data such as ID, payment and preference information is subject to the GDPR and belongs only in approved systems; marketing emails require valid consent. Guest-facing AI chatbots must be disclosed as such under the EU AI Act, and price and service information must comply with consumer protection rules.
  • Ground rules for safe AI use in your team
  • Checking results: facts, sources, tests and the four-eyes principle
  • Personal action plan for the next 30 days
  • Open questions, outlook and resources for further learning

Practical scenarios from your field

Multilingual guest enquiries

AI drafts replies to questions about availability, facilities, arrival or special requests in the guest's language and the house style, which the team reviews and sends.

Responding to reviews

Online reviews are analysed and answered with individual, appreciative responses; recurring criticism is summarised for quality management. Complaints that need action are also forwarded to the relevant department so issues are fixed promptly.

Group and conference proposals

Key details on attendee numbers, rooms, catering and side programme become structured proposals with a running order, adjusted to the property's price lists and terms.

Content for websites and platforms

Room, package and destination descriptions, newsletters and social posts are created seasonally for each target group and optimised for search engines. Content stays consistent across all channels.

Automating guest communication

Pre-arrival emails, upselling offers, check-in information and post-stay surveys are personalised with AI and sent at the right moment through automations. Language and stay purpose are considered where consent exists.

Supporting internal operations

Training materials for new staff, standard operating procedures, draft rotas and shift handover notes are produced faster and kept up to date. Important information is not lost between shifts.

Prerequisites

No technical background is required. It helps to bring along typical tasks from your day-to-day work that you would like to support with AI. Hands-on experience in hotels, food service or tourism; no technical background required.

Technical requirements

You will need a laptop with an up-to-date browser and internet access. A free account with a common AI assistant is sufficient; company licences are welcome.

Data protection & compliance

Guest data such as ID, payment and preference information is subject to the GDPR and belongs only in approved systems; marketing emails require valid consent. Guest-facing AI chatbots must be disclosed as such under the EU AI Act, and price and service information must comply with consumer protection rules.

Suggested dates

All dates are suggestions – your preferred date is always possible.

  • Fri, 27 November 2026 Online Request
  • Tue, 1 December 2026 Augsburg Request
  • Thu, 17 December 2026 Online Request
  • Wed, 13 January 2027 Online Request
  • Wed, 27 January 2027 Kaiserslautern Request
  • Thu, 11 February 2027 Online Request

Frequently asked questions

Is the course tied to a specific AI tool?

No. The training is deliberately vendor-neutral. You work with widely used chat assistants and learn principles that apply to all major language models. That way you can transfer your skills to whichever tool your organisation has approved and evaluate new offerings yourself using clear criteria instead of relying on marketing statements.

How is confidential company data handled during the course?

For the exercises you use anonymised or fictitious examples from your area of work. At the same time you learn which categories of data may be entered into which tools, what to look for regarding data processing agreements and use of inputs for training, and how to set out these rules clearly for your team.

Will we leave with something concrete to implement?

Yes. You leave with a prioritised use-case backlog, a scoring matrix for tool selection, tested prompt templates and a draft set of team usage rules. These materials are designed so you can take them straight into internal discussions with management, IT and your data protection officer.

Can an AI chatbot replace our front desk?

A chatbot can answer standard questions around the clock and pre-qualify requests. Personal service, problem-solving and genuine hospitality remain your team's job. The course shows which requests are well suited to automation and how to design a smooth handover to staff.

Don't AI review responses sound impersonal?

Only if they are generic and unchecked. AI provides a draft that addresses specific points in the review; you add personal details and decide on tone and any gestures of goodwill. You save time and still respond individually and credibly.

How much does “Generative AI for Hospitality and Tourism” cost?

The course costs a flat €949 plus VAT per participant – whether online or on-site. This includes 1 training day(s) with a live trainer, course materials, a lab environment and a certificate of attendance.

Can I suggest my own date?

Yes. Our suggested dates are just a guide. In the request form you can always describe your preferred date or period in free text – we check availability and confirm within one working day.

Is the course online or on-site?

Both are possible: live online in a virtual classroom or on-site in Munich, Salzburg, Berlin, Augsburg, Hanover, Bremen, Stuttgart or Kaiserslautern. We can also run the course exclusively for your team.

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