Impact of Artificial Intelligence and Chatbots on Consumer Service and Booking Behaviors in The Hospitality Industry

The rapid digitalization of the hospitality sector has encouraged organizations to explore Artificial Intelligence (AI)–enabled solutions to address increasing demands for efficiency, accessibility, and personalized service delivery. Among these solutions, AI-based chat bots have gained prominence as tools for supporting customer interactions and facilitating booking-related activities. This paper investigates the influence of AI and cha bots technologies on consumer service experiences and booking behaviors within the hospitality industry. The study adopts a qualitative and descriptive research approach, relying on secondary data drawn from scholarly publications, industry analysis, and documented hospitality case examples. The review indicates that chat bots applications may contribute to enhanced service responsiveness, perceived convenience, and customer engagement, which in turn can shape booking intentions. At the same time, concerns related to data protection, limited emotional responsiveness, and excessive automation present important constraints. The study concludes that while AI-driven chat bots appear to support service efficiency and booking facilitation, their optimal use lies in complementing, rather than replacing, human-centered hospitality services.