“AI is My All-in-One Assistant”: Navigating AI-Mediated Communication Strategies in Multilingual Hotel Service Encounters

Abstract

The growing use of artificial intelligence (AI) technologies has transformed communication in the hospitality industry. While previous studies have primarily examined AI in language learning, limited attention has been paid to its role in multilingual workplace interactions. This study explores how hotel staff utilize AI tools to support guest communication and navigate multilingual service encounters. Employing a qualitative descriptive design, the study involved 14 hotel staff members from Awann Sewu Boutique Hotel & Suite, Semarang, Indonesia, who participated in an English for Hospitality Industry training program. Data were collected through a questionnaire completed by all participants and a Focus Group Discussion (FGD) involving seven selected participants. The data were analyzed using thematic analysis. The findings revealed that AI functions as a communication assistant that helps staff overcome linguistic barriers, communicate across multiple languages, and improve service efficiency. At the same time, participants recognized both the opportunities and limitations of AI-assisted communication, emphasizing the need for critical evaluation of AI-generated outputs and the continuing importance of empathy, interpersonal interaction, and human judgment. The study highlights the growing significance of multilingual communication competence, digital communication literacy, and strategic AI use in hospitality settings. These findings offer practical implications for the training of English for Specific Purposes (ESP) and hospitality English instruction in increasingly technology-mediated workplaces.