AI at the front desk: What actually works in a real hotel – WEBINAR

AI is moving quickly from a hospitality buzzword to a practical part of hotel operations—but where does it genuinely create value, and where is the human team still essential?

In this UKHospitality webinar, Filip Linek brings a rare dual perspective as both a hotelier and the founder of FLÆ Robotics, the company behind BE-A, an AI-powered front desk and guest communication platform. As Director and Co-owner of the four-star Hotel PECR, Filip has first-hand experience of the staffing pressures, repetitive enquiries and out-of-hours communication challenges facing hotel teams.

He will share what Hotel PECR has learned from deploying BE-A across email, webchat and WhatsApp, including how it supports guests 24/7, communicates across languages and handles routine enquiries while passing more complex situations to staff. At Hotel PECR, 85% of enquiries were processed automatically in a recent seven-day measurement.

The session will focus on practical lessons: where to start, how to protect service quality, what guests and employees actually notice, and how AI can give hotel teams more time for the moments where human hospitality matters most.