Lancashire’s Park Hall Resort & Spa has become the first UK hotel to adopt an AI Concierge that talks to guests over the phone and via WhatsApp. Designed by UK company Inntelo AI, the AI Concierge works alongside hotel teams to enhance guest experiences and streamline daily operations.
Originally the site of a Benedictine monastery dating back to 669 AD, Park Hall Resort & Spa – a Radisson Individuals hotel operated by the Brilliant Hotels Collection – is steeped in history and has previously hosted the likes of Tommy Cooper, Bruce Forsyth, and Lulu.
Brilliant Hotels Collection has partnered with Inntelo AI to enhance guest experiences and optimise hotel operations by automating guest interactions and task management. Guests can easily access concierge services and resolve any issues via WhatsApp and phone calls, which are initially answered by an AI agent available 24/7 in multiple languages, ensuring seamless and consistent support.
After launching its solution following rigorous testing and backing from Antler, the most active early-stage VC in Europe, Inntelo AI is rapidly expanding, with deployments in the UK at Park Hall Resort & Spa, alongside recent hotel implementations in the Netherlands and Portugal.
Inntelo AI is also collaborating with world-leading hospitality schools such as EHL in Switzerland, Hotelschool The Hague, and the University of Essex’s Edge Hotel School, helping to build confidence in using AI among the next generation of hotel professionals.
Anoob Saban, owner of Brilliant Hotels Collection, said: “We’ve invested significantly in renovating the property, but with rising costs, it’s more important than ever to embrace efficient and guest-friendly innovations. Traditional hotel tech – phones, apps, and complicated room systems – can be annoying and frustrating for guests.
“By partnering with Inntelo AI, we’re eliminating these pain points, improving operational efficiency, and enhancing the overall guest experience. We’re excited to work with Inntelo AI to deliver a seamless and modern hospitality experience for our guests.”
Asif Alidina, founder and CEO of Inntelo AI, said: “AI has reached a level where it can communicate naturally with us – through phone calls and WhatsApp – without needing buttons, apps, or complex systems. That shift is a game-changer for hospitality, where efficiency and seamless communication are essential.
“With labour costs rising following last year’s Autumn Budget, hotels today are under increasing pressure to operate more efficiently while meeting rising guest expectations. AI technology isn’t just an option – it’s becoming a necessity.”
“At Park Hall Resort & Spa, Inntelo AI is helping guests get instant, frictionless service – whether that’s ordering room service, getting local recommendations, or resolving an issue – just by making a call or sending a message. At the same time, hotel teams are freed from time-consuming admin, allowing them to focus on what truly matters: creating exceptional guest experiences. The era of waiting on hold, downloading endless apps, or navigating outdated systems is over. AI is here to streamline operations, empower staff, and elevate hospitality to a new standard.”
The Park Hall Resort & Spa has recently undergone a multi-million-pound refurbishment, launching a new spa and the Signature Grill House. Surrounded by a lake and woodland just outside of Chorley, this luxury resort offers beautifully designed bedrooms, spa and fitness facilities, an on-site bar and restaurant, and is also a popular wedding venue.
As Inntelo continues to scale, the company remains focused on ensuring that new AI technologies enhance, rather than replace, the human touch in hotels while also creating more enjoyable working conditions for staff.
