APPLICATION OF FACIAL RECOGNITION TECHNOLOGY IN HOTELS

Abstract

The relevance of the article is driven by current trends in the hospitality industry, where the implementation of cutting-edge technologies is becoming critically important for improving service quality and ensuring safety. The article examines the application of facial recognition technology, which has the potential to significantly enhance personalized guest service, automate the registration process, and simplify access management. Special attention is given to the role of this technology in the face of global challenges such as the COVID-19 pandemic, where it becomes crucial for reducing physical contact, thus ensuring the safety of both guests and staff. Objective and Methods. The objective of this study is to explore the feasibility and effectiveness of implementing and maintaining facial recognition technology in hotels. A combination of scientific methods and approaches was employed, including functional, systematic, comparative, system-structural, analysis and synthesis, and logical generalization techniques. Results. The study found that the implementation of facial recognition technology enhances the quality of services provided in hotels, primarily due to the personalization of guest experiences. A review of scientific literature on the application of facial recognition technology in international hotels was conducted. The accuracy of facial recognition results was analyzed, and a flowchart for the facial recognition process during guest check-in was developed. Conclusions and discussion. The conclusions prove that facial recognition technology is highly accurate and continually improving, making it suitable for use in various business sectors. Based on accuracy examples, it can be confidently stated that in 2020, the error rate in the worst-case scenarios was only 0.028, and today this rate is even lower, confirming the readiness of this technology for wide-scale adoption. The technology enhances security, automates payment and registration processes, and optimizes workforce management. It allows for faster guest check-ins, automates the payment of additional services and goods, improves the understanding of guest preferences, and simplifies staff management. In the long term, the technology will enhance the competitiveness and profitability of hotel and restaurant establishments.