“We have taken the decision to invest heavily in data science as part of our business,” Chris Silcock, chief commercial officer of the global hospitality chain, told an ITB session on the future of AI.

Over the last couple of years Hilton has built a team 150-strong of data specialists and developed a cloud-based platform that is collecting around one billion data points a day.

Hilton is looking to enhance its operations through the application of data science by taking friction out of the experience, said Silcock, but he said it was also looking to break down the experience to a much more granular level to “connect those to really specific customer needs”.