IHG’s Chief Customer Officer Explains How Hotels Are Being Made Readable for AI Systems

This approach also allows for better integration with third-party platforms

Heather Balsley, IHG’s Chief Customer Officer, is leading efforts to structure hotel data so artificial intelligence models can interpret and use it effectively, speaking ahead of the Skift Global Forum in September 2026. Her work focuses on creating standardized formats for guest preferences, room details, and service interactions that AI systems can process without confusion. The initiative aims to improve personalization and operational efficiency across IHG’s global portfolio while maintaining human oversight in hospitality decisions. Balsley emphasizes that making hotel information legible to AI does not mean ceding control to machines, but rather enabling smarter tools that support staff and enhance guest experiences. She explains that current AI models often struggle with inconsistent data formats across properties, leading to errors in recommendations or automation.

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By defining clear data schemas—such as how room amenities are labeled or how guest requests are categorized—IHG hopes to reduce ambiguity and improve AI accuracy.

This approach also allows for better integration with third-party platforms that rely on AI-driven travel planning. How Data Standardization Improves Guest Personalization Standardized data enables AI to recognize patterns in guest behavior, such as preferred pillow types or dining times, and suggest relevant upgrades or services in real time. Balsley notes that when AI understands context—like a guest traveling for business versus leisure—it can tailor offers without requiring manual input from staff. This reduces friction in the guest journey and increases satisfaction scores, particularly in loyalty program members. Early tests show a 20% increase in uptake of AI-suggested services when data is properly structured. Can AI Ever Replace Human Judgment in Hospitality? Balsley firmly states that AI will never own the guest experience, as empathy, cultural nuance, and spontaneous problem-solving remain inherently human traits.

She argues that AI’s role is to handle repetitive tasks and surface insights

She argues that AI’s role is to handle repetitive tasks and surface insights, freeing employees to focus on meaningful interactions. For example, while AI might flag a guest’s repeated request for extra towels, it is a staff member who decides whether to offer a complimentary upgrade or simply acknowledge the pattern with a smile. The technology supports, but does not substitute, hospitality’s core values. Frequently Asked Questions What specific changes is IHG making to its data systems? IHG is implementing uniform labeling for room features, service requests, and guest preferences across all brands to ensure AI systems can interpret information consistently regardless of location or property type. How will this affect hotel employees? Staff will spend less time manually entering or interpreting data and more time engaging with guests, as AI handles routine data processing and pattern recognition behind the scenes.

Is this technology being used in all IHG hotels today? The initiative is currently being rolled out in phases, starting with select flagship properties and expanding globally based on feedback and performance metrics from early adopters.