How is artificial intelligence reshaping the future of tourism and events? - Talk @ hub.brussels

Keynote Recap — How AI Is Transforming the Hospitality Sector

On April 25th 2024, I had the pleasure of giving a keynote during a Lunch Conference hosted by SustAIn.brussels and the Hospitality Cluster, focused on one pressing question:

How is artificial intelligence reshaping the future of tourism and events?

In a fast-changing industry, AI is proving to be more than a buzzword. It's now central to how hospitality players collect and analyse data, anticipate customer needs, personalise experiences, and optimise operational efficiency. From the hotel lobby to the event floor, the transformation is already underway.

During my talk — delivered in French to a diverse, multilingual audience — I shared insights from Novable’s AI-driven innovation work, highlighting how global startups are redefining the guest experience. We explored cutting-edge technologies that:

• enhance customer journey mapping,

• enable real-time adaptation of services,

• and streamline backend operations for better performance and agility.

The session was followed by a lively open discussion, where participants from different backgrounds reflected on both global trends and local relevance. Together, we challenged assumptions, exchanged best practices, and asked what responsible innovation should look like in a city like Brussels.

Special thanks to SustAIn.brussels, the new European Digital Innovation Hub supported by the European Commission, Innoviris, and hub.brussels — and to the teams from Sirris, Agoria, BeCentral, VUB and ULB — for fostering these crucial conversations on AI and sustainable digital transformation.