‘Technology Doesn’t Create Experiences, People Do’ – JS Anand On The Future Of Hospitality

AI is everywhere—except, it seems, where it matters most. In an era where industries race to embrace technology, JS Anand, the maverick behind LEVA Hotels and Forbes Middle East Travel and Tourism Leaders 2024, breaks the mould. "Technology has its place, but in this business, nothing beats human connection," he says, nonchalantly demolishing the notion that hospitality should be automated. The more nuanced definition of hospitality isn't there; it's just shining through the fact that, no matter how cool the tech, it's the warmth in a human smile that will stay with you.

It is a refreshing contrarianism in a time when more interest is paid to how many processes you can automate than to how many people you can make feel welcome. While hotels around the world begin to adopt AI check-ins and robotic concierges, Anand wholeheartedly believes that real hospitality can only occur between people, not machines. LEVA, a fast-growing hotel brand under his lead, reflects the ethos of human interactions, if not in some fair measure, in an increasingly tech-driven world.

And now, in this corner of the hospitality ring, Anand throws punches against prevailing winds - a reminder that while AI is great for streamlining operations, it can't replace the emotional connection that makes a hotel experience memorable.

A Brand Born From Risk: LEVA's Bold Beginnings

When Anand decided to launch LEVA Hotels, it wasn't the safest bet. "I'm not your traditional guy," he says with a grin that suggests a history of shaking up the status quo. Right from the outset, he envisioned a brand that would shake up the established giants in the three - and four-star segments. His appetite for risk, however, was never reckless - always calculated. And that strategy has paid off.

Currently, LEVA operates a total of 10 hotels, including properties in Dubai and Jeddah, and will see the opening of a five-star hotel in Riyadh soon. "I knew I would be competing against big operators," Anand admits, "but we are still pushing on." Growth has been impressive for the brand; considering how stiff the competition is, LEVA has carved its own niche. Keeping this in mind, its new Riyadh property, called Zen by LEVA, is expected to be a sensation; the strategic location close to Kingdom Tower is for business travellers.

What is more striking, though, is that LEVA has done this without constantly reaching for the outside pocket. Anand and his team have relied on their own resources now for the past five years, building the brand brick by brick. "We had an initial partnership with Siraj Holdings, but since then, we've been standing on our own," he says. "That is a big deal in hospitality where the competition and cost pressures are immense.

No Awards, Just Work: How to Build a Brand Without Flashy Trophies

Then, of course, there's the temptation in business to chase along after awards and recognition. But Anand takes another view on that. "You don't build a name by constantly getting awards or paying for them," he says. "You build one based on the product you have, the reputation you earn, and the feedback you get." That is rather down-to-earth, placing the experience of the guest well ahead of the gold statues. And it's working.

Probably an underdog to all the luxury brands or larger operators in its early days, LEVA has built up its reputation bit by bit. From partnerships with Matrix - one of the leading PR and branding agencies to F&B services taken care of by Dr. Sven Mostegl of the highly popular Sven's Baker's Kitchen in Dubai Marina and multiple locations, LEVA does not disappoint. LEVA also expanded its portfolio with 1,900 rooms while planning to be more ambitious in expanding into the European markets by exploring new opportunities in Austria, Hungary, Italy, and the Balkans.

AI Question: Useful, but Not Central

It's almost a given that this hospitality brand would be head-first diving into the technology pool living in a world where AI is increasingly being inserted into every industry. And yet, Anand remains resolute that technology is not the big cheese down at LEVA. "AI makes up about 70 per cent of the experience, but the human touch is what really makes the difference," he maintains. "Technology doesn't create the experience; people do."

This doesn't mean LEVA is anti-technology, clears Ms. Noni Anand, the co-founder of LEVA. Noni reveals that back-end AI smooths operations and aids in design planning. "We use AI whenever we're designing spaces," he says. "It helps the operations team work faster, and in some cases, more efficiently." When it comes to front-facing guest interactions, though, LEVA keeps it human. "There has to be an experience that's created by someone. AI can't deliver that.

Anand's wife, Noni weighs in here, she looks at AI more as an assistant, rather than a replacement for personal contact - the very things that epitome hospitality. "I was on the panel recently with Hilton and ARX, discussing the future of hospitality design. Everyone agreed - technology has its place, but it's the feeling you get from a warm smile that really makes an impact," Noni recounts.

This view is reflected in LEVA's interpretation of guest services, where personal contact and the conveyance of warmth have a real focus. "The human touch is 70% of the experience," Anand says over and over, not because AI cannot make things smoother, but because it cannot replace the actual care expected of any guest's experience.

Designing Experiences

All of this success does not lie with business strategy alone but is deeply imbibed in design and space conceptualization that echoes the local flavor while feeling young and current. "I'm a big fan of murals," shares Noni Anand, explaining how all the properties by LEVA feature hand-painted murals - to reflect both the local heritage and a contemporary vibe. I wanted to integrate Arabic influences with something quite futuristic, so wherever you sit in the hotel there's a little bit of art that allows you to feel connected.

For new projects, LEVA is collaborating with local artists to produce art inspired by the region. "When a Nigerian walks into our lobby, I want them to feel this place was made for them," adds Noni, who insists cultural relevance has to inform design. It isn't about creating some generalized experience but one that's deeply connected to the environment in which one finds themselves.

Noni puts it succinctly and poignantly: "It's about creating spaces that invite people in, that make them feel they belong." It's an ethos that has helped LEVA differentiate itself from competitors in an increasingly crowded market.

Saudi Arabia: A Land of Opportunity—and Challenges

One of the most exciting LEVA ventures, however, is its expansion into Saudi Arabia - a market teeming with potential as the country pursues its Vision 2030 initiative. But as Anand so rightly points out, it's a market that comes with its own set of challenges. "Saudi is focusing a lot on luxury, but the mid - scale market is being overlooked," he says. "About 82% of the rooms being built in Saudi are luxury, but not everyone can afford that.

LEVA tries to fill this gap in the market by providing quality, mid-scale accommodation that would have broader appeal. But it has not always been an easy journey. "There's lots of red tape, and the execution can be slow," admits Anand, though he is optimistic. "Saudi is a massive market, and over time, I believe it will become one of the key players in the GCC.

Anand assures that Saudi Arabia is a long-term opportunity for LEVA. "We're playing the long game," he says, meaning it's all about perseverance and creating the right product for the market. In fact, building a brand presence in the kingdom will take time.

The Future of LEVA

As LEVA is still expanding - it has the ambition of reaching a total of 75 hotels in ten years' time - Anand is clear about one thing: at its very base, there will always be people. "We can innovate all we want with technology and design, but at the end of the day, hospitality is about human connections," he says.

It's a philosophy that perhaps runs a bit counter to today's technical-obsessed world, but Anand says he has no doubt it's the proper direction in which LEVA needs to go. "AI can help us run the hotel, but it will never make someone feel welcome. That's something only a person can do," he concludes.

It's not about being updated with the latest trends in technology, but for JS Anand and LEVA Hotels, the future indeed lies in keeping to the basic tenet of hospitality - people are made to feel seen, valued, and at home. And maybe in a world increasingly run by machines, that's the most innovative way there is.