On 13 October 2026, at Hospitality Day in Rimini, one of Italy’s main hotel industry events, Michele Passalacqua presented the case of ASC Hotel: 28 rooms in Arezzo, Tuscany, inside the city’s sports campus. The talk was called “Agentic AI in hotels: what to automate, what to supervise, what never to delegate”. Here is what was said and what it means for you as a guest.
Eleven apps and three agents, built in-house
In six months and about 100 hours of work, without knowing how to code, Michele built eleven applications for the hotel. You will meet some of them during your stay: the honesty bar on a tablet, where you tap what you take and find it on your bill at checkout, and the running routes tool, where you say how much time you have and download a GPX track ready for your watch. Others work behind the scenes: the pool water log, breakfast tracking, maintenance reports, linen stock, kitchen food-safety checks, cash flow and staff shifts.
Three AI agents work alongside them, following guest reviews, Google Ads campaigns and room prices. According to the estimates shown in Rimini, together they give back about 28 hours of work a week to the hotel team and avoid about €11,000 a year in software licences.
The three rules
First: automate what the guest will not remember. Forms, logs, counts.
Second: supervise whatever carries the hotel’s signature. The agents draft review replies, suggest campaign fixes and propose price changes, but nothing goes out until a person approves it.
Third: never delegate the moments when someone needs to be there. Breakfast, where you find someone with time to talk to you. A complaint, which is always answered by a person. Decisions about staff. When a one-star review came in, Michele wrote the reply himself, even though the AI had a draft ready.
What it means for your stay
The result is a front desk with less paperwork and more time for guests: the receptionist becomes an experience manager. Whether you come for work or for sport, the person who welcomes you has time to suggest a route, book a court or sort out a problem. See our rooms and what we offer business travellers.
Frequently asked questions
Will I talk to a person or to an AI at ASC Hotel? To a person. AI handles the administrative work; welcome, breakfast and complaints stay with our staff. You can call or message us on WhatsApp at +39 0575 21643.
Are your review replies written by AI? An agent prepares a draft, but every reply is read and approved by a person before it is published. In sensitive cases the management writes the reply directly.