This comprehensive textbook provides an in-depth exploration of artificial intelligence (AI) and its transformative impact on the hospitality and tourism sectors. Focusing on digital innovation, emerging trends, and responsible enterprise, it equips students with the knowledge and practical insights needed to navigate the evolving service industries shaped by AI technologies.

A fully updated new edition of this bestselling text that explains not only the theory behind the importance of customer service but also acts as a guidebook for those wishing to put this theory into practice. With 10 new international cases focusing on how some in the hospitality sector have adapted – and thrived - during the COVID-19 pandemic.

The fourth edition of this book – like those before - is easy to read, very current, and full of references to all the latest research. It contains brand new material on issues surrounding sustainability and AI in the context of customer services.