In the ever-evolving hospitality landscape, few innovations have sparked as much excitement and potential as artificial intelligence. At the forefront of this transformation is Samir Abi Frem, CEO of Dubai-based AI-powered digital hotel concierge services platform Lokalee. He believes the future of travel isn’t just about where you go, but how you experience getting there. Lokalee represents a bold stance on technology’s ability to revolutionize an industry that has long been resistant to change.
Imagine the traditional hotel experience: arriving at the front desk, waiting in line, hoping someone can help you navigate an unfamiliar city. Now, picture a world where your entire journey is seamlessly personalized—where recommendations feel as though they come from a well-traveled friend who knows exactly what you’ll love.
“Traditional hospitality has been stuck in the past,” says Abi Frem. “This industry has operated the same way for decades, but guests today want something different—personalization, instant service, and experiences tailored just for them.”
Lokalee is delivering just that through its AI-powered digital concierge. The platform isn’t just another tech solution—it’s a complete reimagining of guest interactions. From the moment travelers begin exploring their destination to the final moments of their trip, Lokalee’s AI works behind the scenes to craft a seamless, personalized experience.
“Take instant response, for example,” he explains. “Traditional concierge services are limited by office hours and staff availability. Our AI works 24/7, in multiple languages, handling unlimited interactions simultaneously. It’s like having an entire team of hyper-efficient, always-available concierges.”
Scalability has long been a challenge for hospitality. Concierge teams can become overwhelmed, especially in large properties or during peak seasons, leading to frustrating delays and unmet guest needs. Lokalee’s AI system changes that by handling unlimited interactions, ensuring personalized attention without any wait.
But Abi Frem isn’t just talking about speed—he’s discussing a complete reimagining of personalization. “Hotel staff can offer recommendations, but they’re limited by their own knowledge. Our platform uses advanced data analytics to truly understand guest preferences.”
This goes beyond generic recommendations. Lokalee’s AI provides hyper-personalized suggestions, whether it’s dining, local experiences, or activities, making guests feel as though the recommendations come from a friend who knows them intimately.
“We’re not just processing data,” says Abi Frem, “We’re creating experiences.”
Beyond personalization, Lokalee is revolutionizing hotel operations with intelligent automation. “Guest requests have always been a bottleneck for hospitality staff,” he explains. “Our Guest Companion feature changes that dynamic.” Routine tasks like booking transportation, ordering room service, and providing directions are handled by AI, freeing staff to focus on higher-value interactions. This doesn’t just improve efficiency—it redefines the guest experience.
By combining profile data, booking history, and insights from cultural trends, AI crafts bespoke experiences, recommending dining, activities, and even personalized itineraries. “Understanding individual preferences, mapping them to similar personas, and even factoring in contextual elements like time of day and travel purpose—this is what makes each guest feel truly valued,” he adds.
The real power, however, lies in AI’s ability to learn and evolve. “We’re not just processing requests,” he says. “We’re continuously tracking guest behaviors, preferences, and traffic patterns, allowing us to predict guest needs before they arise.”
This predictive capability means the system can proactively suggest solutions. A guest who previously enjoyed a specific room service dish might find a similar recommendation waiting for them. Someone who requested extra pillows may find them prepared in advance.
Beyond predictive capabilities, Abi Frem sees an exciting future for AI in hospitality: human-like communication. “Natural language processing (NLP) is transforming guest interactions with hotel systems,” he explains. “Soon, our guests will make reservations, request services, or get local recommendations simply by speaking or typing in natural language.”
This breakthrough will ensure frictionless, instant, and personalized assistance, adapting to each guest’s communication style.
However, Abi Frem emphasizes that this technology isn’t meant to replace human workers. “We’re here to empower hotel staff, giving them tools to provide better, more personalized service,” he says. AI also levels the playing field for smaller hotels that can’t compete with large chains’ resources. With AI, boutique properties can offer sophisticated, personalized experiences without massive investments.
Accessibility is also a priority for Lokalee. “AI can be a game-changer for guests with special needs,” Abi Frem says. The technology can prioritize accessibility, recommend suitable room features, and provide navigation support for visually impaired guests. Voice recognition and text-to-speech systems can enhance the experience for guests with physical or speech impairments, making their stay more seamless.
Data privacy remains a top concern at Lokalee. “In an era of AI-driven personalization, we’re not just protecting data—we’re protecting guests’ fundamental right to privacy,” Abi Frem asserts. “End-to-end encryption, role-based access controls, and compliance with global privacy regulations are fundamental to our approach.”
Lokalee complies with standards like GDPR, ensuring that guests’ data is safe. “Personalization never comes at the cost of privacy,” he adds. “Guests have complete control, with transparent opt-in and opt-out options. Technology should enhance trust, not erode it.”
Lokalee’s recent acquisition by beaconsmind and Swissnet AG is accelerating its vision. “It’s not just about growth,” Abi Frem explains. “It’s about merging complementary technologies to create something truly revolutionary. With beaconsmind’s expertise in location-based services and proximity marketing, we’ll offer even more personalized, contextually relevant experiences.”
For hotels considering AI integration, his advice is straightforward: “Start small, pilot the technology, train your staff to work with it, and always be transparent with your guests about what they’re experiencing.”
In a world where travel can often feel impersonal, Lokalee is proving that AI can be the key to making hospitality more personal than ever before.
