TITLE:
Prompt Engineering for Artificial Intelligence in Hospitality: A New Competency of the Modern Manager
AUTHORS:
Irena Šimunić
KEYWORDS:
Prompt Engineering, Hospitality Management, AI-Human Interaction, Digital Competencies, Service Automation, CRM, PMS, Implementation Risks, Managerial Practice, Empirical Research
JOURNAL NAME:
Open Access Library Journal,
Vol.12 No.9,
September
8,
2025
ABSTRACT: Prompt engineering is becoming a key skill in hotel management, as it enables the formulation of clear, contextual instructions for artificial intelligence, thereby enhancing the speed, personalisation, and efficiency of hotel services. Managers are no longer just users of technology; they actively shape how AI is applied through five phases: contextualisation, goal definition, refinement, evaluation, and integration. This leads to measurable improvements in operations and guest satisfaction, although challenges remain in the areas of human contact, data privacy, and employee adaptation. Prompt engineering is therefore a strategic and communicative competency, essential for future leadership and the sustainable development of the hospitality industry.