Your Next Five-Star Concierge Might Be AI — and These Luxury Hotels Are Already Proving It

Five-star hotels are putting AI to work in four very different ways, and World Tourism Day 2026—observed September 27 under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism,” with El Salvador playing host—is as good an excuse as any to look. At Raffles London at The OWO, your stay can begin with Accor’s brand-new ALL Concierge; at Torre del Marqués in rural Spain, an avatar named Marta books your truffle hunt; at Fairmont Jakarta, AI helped the kitchen cut food waste by 16%; and at Four Seasons Hotel Kuala Lumpur, a hologram may well emcee the wedding. No robot butlers. (Yet.)

The United Nations points to AI’s growing influence on how travelers choose destinations, how businesses operate and how trips take shape. In luxury hospitality, those changes are already tangible: a guest can ask an AI assistant to compare hotels, get help planning an excursion in six languages or attend an event with live interpretation. Behind the scenes, the same technology can help a kitchen waste less food.

The most interesting question for a five-star hotel is whether the technology makes a stay feel more considered. These four properties show the range of answers.

Four Seasons Hotel Kuala Lumpur

Kuala Lumpur, Malaysia

At Four Seasons Hotel Kuala Lumpur, AI is most visible in the ballroom. The hotel introduced optional tools for meetings, events and weddings in April 2026, including an assistant that can help attendees check in and find event information, real-time interpretation in more than 40 languages, and a hologram emcee capable of delivering messages in multiple languages. It can also produce edited event highlights within minutes of a gathering ending.

These tools have a defined purpose: helping hosts manage complex events and helping guests participate across language barriers. They are event offerings, rather than features of every overnight stay. That distinction makes Kuala Lumpur a useful example of a luxury hotel choosing a particular setting where AI might make an occasion run more smoothly—and perhaps feel more inclusive.

Haute Living Verdict: A hologram emcee for your wedding: gimmick or genius? Depends entirely on the toast.

From a London booking platform to a rural Spanish concierge and a Jakarta kitchen, there is no single model for the AI-powered hotel. The strongest examples begin with a specific guest need or operational problem. World Tourism Day’s theme gives the industry a reason to examine the technology; these properties show what it looks like when hotels put it to work.

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Torre del Marqués Hotel Spa & Winery

Monroyo, Matarraña, Spain

At the 18-room Torre del Marqués in Spain’s Matarraña region, AI has a name: Marta. The five-star hotel’s digital concierge is a three-dimensional avatar available through its guest tablets around the clock. She can respond in six languages, suggest visits to nearby Valderrobres or Beceite, arrange a truffle-hunting experience or reserve a restaurant table.

The application is especially compelling at a small rural hotel set in a restored 18th-century tower among vineyards and olive groves. Guests arriving from abroad can ask about the region and organize their time whenever it suits them, while the property can offer that access beyond the hours a small team could ordinarily cover. Marta’s recommendations are rooted in the place itself, making AI a route into the destination rather than simply a faster way to answer a question about the room.

Haute Living Verdict: The only concierge I know who’ll book a truffle hunt at 3 a.m. without a sigh.

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Photo Credit: Raffles London at The OWO

Raffles London at The OWO

57 Whitehall, London

A stay at Raffles London at The OWO can now begin with a conversation long before a guest reaches its doors. Accor, the hotel’s parent group, fully launched ALL Concierge in September 2026, following a pilot that began in July 2025 and logged more than a million guest conversations. The assistant helps travelers describe the trip they want, research and compare properties, get answers to practical questions and move toward a booking. It’s available in 11 languages on ALL.com and through WhatsApp and iMessage, with the ALL Accor app rollout continuing through the end of the year.

Raffles London makes an elegant entry point to that story because it places a new way of planning travel alongside one of Accor’s grandest luxury hotels—120 rooms in the Edwardian Old War Office on Whitehall. ALL Concierge is a group-wide digital service, not an AI concierge installed specifically at Raffles London. A traveler considering The OWO can use Accor’s platform to gather information before the stay; the hotel’s own team delivers the experience on arrival. Accor has also introduced an AI assistant called The Butler to help hotel employees find information and guidance during their work.

Haute Living Verdict: Let the AI do the shortlisting. Churchill’s old office still deserves a human welcome.

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Fairmont Jakarta

Jakarta, Indonesia

Some of the most consequential hotel technology never appears on a guest’s phone. Fairmont Jakarta is among the Accor properties using AI to measure food waste in its kitchens, with a camera system that identifies what gets thrown away. Accor reported that the hotel reduced waste by 16%, or 1.6 tons, in one year—a more concrete result than many claims made about AI in hospitality. And the hotel hasn’t stopped there: a 2026 pilot with food-waste nonprofits WRAP and IFWC cut its waste by a further 25%.

For a 488-room luxury hotel with substantial food and beverage operations, that work matters. Measuring what is discarded gives a kitchen information it can use to change purchasing and preparation. Fairmont Jakarta shows how AI can improve a five-star stay without becoming part of the performance of service: diners may never encounter the technology, but its effect reaches the way their food is produced.

Haute Living Verdict: The least glamorous AI on this list, and quite possibly the most useful.

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