Reimagining luxury through AI

Langham Hospitality Group’s new Experience AI Agent brings intuitive, multilingual, always-on intelligence across 31 properties—freeing colleagues to focus on what matters most, the guests.

When The Langham, London opened in 1865, it changed expectations of what a grand hotel could be. Electric lighting, hydraulic lifts, and hot and cold running water were once radical ideas; today, they are reminders that Langham Hospitality Group (LHG) has always been willing to embrace the future to better serve its guests.

Now, as the travel industry gathers for the Travel Daily Media Awards to celebrate those redefining excellence, Langham is again at the forefront – this time with intelligence rather than infrastructure. Its latest breakthrough, Experience AI Agent, is reshaping how guests, colleagues, and commercial teams access information and build great memories.

Experience AI: Intelligence with intuition

Launching across a portfolio of 31 properties on four continents and four brands, Langham’s AI toolkit addresses a simple reality: the way people seek information has changed. Guests now expect answers on their own terms, in their own language, and on their preferred channels. Colleagues expect tools that empower them to act quickly and confidently. Commercial teams expect insights that arrive in real time, not in hindsight.

“Personal and intuitive guest care has always been central to how we operate,” explained SVP Sean Seah. Experience AI Agent is the group’s answer to this new landscape: specialised agents designed not to replace people, but to free them to focus on what matters most – meaningful, unscripted human connection.

Experience Agent: A new digital concierge

For guests, the Experience AI Agent is where the future of service comes to life. This multilingual interface allows travellers to ask questions through familiar text-based channels such as WhatsApp, WeChat, Instagram, and email, in more than 50 languages. From confirming airport transfers to seeking local restaurant tips, guests receive instant, accurate responses whilst retaining the option to speak directly with hotel staff whenever they choose.

What makes the Experience AI Agent so powerful is how naturally it fits into the rhythm of modern travel. A guest might message the hotel from the back of a taxi, on the way to the airport, or between meetings, and still receive the same prompt, considered reply they would expect at the concierge desk. There is no app to download, no portal to navigate – just the channels guests already use every day, now connected to the heart of the hotel.

Over time, Experience AI Agent will evolve from a reactive problem-solver to a proactive concierge: understanding intent, suggesting services, routing enquiries to the right teams and, ultimately, helping guests design their stays before they even check in. Voice capabilities, richer trip planning, and anticipatory service are all on the horizon, signalling a future where the guest journey is supported seamlessly from inspiration to return flight.

Imagine a stay where a pre-arrival question about running routes leads to a customised map and a suggestion to book a post-run spa treatment, or where a late-night enquiry about dining options offers not only room service favourites but also insider recommendations nearby for the following evening. The Experience AI Agent enables this kind of intuitive, joined-up service at scale, whilst still leaving space for colleagues to add their own local flair and personality.

Quiet strength behind the scenes

By handling routine questions and logistics, the Experience AI Agent frees on-property teams to focus on what cannot be automated: a warm welcome, an empathetic response to a disrupted journey, a thoughtful gesture that turns a stay into a story. In this way, Langham’s AI strategy is not about replacing human touch, but about protecting it – giving colleagues more time and space to deliver the kind of crafted, personal experiences that define true luxury.

A legacy of innovation, a future of experience

Experience AI Agent is the latest chapter in a story of innovation that began when The Langham, London was first hailed as Europe’s original Grand Hotel. Then, it was electric lighting and running water; today, it is intelligent heating and cooling, smart check-in, top-tier property management systems, and now an integrated AI toolkit that amplifies the warmth and craft of true hospitality.

As the TDM Travel Trade Excellence Awards and Travel Daily Media shine a spotlight on projects that set new benchmarks for innovation, sustainability, and guest experience, Langham Hospitality Group’s Experience AI Agent stands as a compelling example of what the future can look like when technology is guided by a human heart. In a world where information is everywhere, Langham’s vision is clear: make it intuitive, make it intelligent, and, above all, make it personal.