The hospitality industry has a major advantage when adopting AI technology. The possibilities of leveraging AI are enormous as the industry is already sitting on vast amounts of customer data. In this presentation we will walk you through the benefits of using AI techniques and how to apply machine-learning algorithms to model customer behaviour and make predictions about future customer behaviour. We will introduce the benefits of using a virtual assistant as a communication pathway to provide personalised services and how the IoT can make any room or resort 'smart'. We will present a hospitality use case of a large hotel chain.