Assisting the hospitality industry in creating innovative, sustainable, and meaningful operations through AI-powered, human-centered systems.

The hospitality industry is transforming fast. Rising guest expectations, staffing shortages, and increased competition are pushing hotels to do more with less.

Technology isn’t replacing hospitality — it’s restoring it.

Intelligent systems and AI can automate repetitive, invisible tasks, allowing your team to focus on presence, care, and service excellence.

The smartest hotels of the future won’t be the most automated — they’ll be the most human.

I don’t replace people with machines; I remove the invisible workload so your team can focus on presence, connection, and service excellence.

I help boutique hotels and experience-driven hospitality brands integrate artificial intelligence, elevate guest loyalty, and future-proof their operations — while preserving the essence of genuine service.

For over two decades, I have worked across hospitality, psychology, and innovation, combining practical industry leadership with behavioural science and advanced digital systems.

My approach bridges two worlds: the human depth of hospitality and the strategic intelligence of AI-enabled business.

  • AI makes hospitality personal again.

    • Predictive service and tone-aware communication.

    • Follow-up messages crafted in your brand’s voice.

    • 24/7 support that still feels human.

  • AI removes cognitive clutter.

    • Less admin, more guest presence.

    • Internal assistants that answer new-staff questions, manage checklists, and coach tone.

    • On-site nervous system tools to prevent fatigue and improve focus.

  • AI builds resilience into your business.

    • Reduce burnout and turnover costs.

    • Turn operational data into real-time insights.

    • Create sustainable, profitable systems that protect both people and performance.

HUMAN SYSTEMS RESET™
(basic plan)

  • The Challenge:

    Hospitality teams face constant pressure, emotional overload, and fragmented communication — leading to burnout and inconsistent guest experience. Most training fixes behavior, not the system causing the burnout.

    The Solution:

    A 2-day immersive reset that rebuilds focus, communication, and service energy. Blending neuroscience, somatic tools, and AI, your team learns to work smarter, recover faster, and serve with presence.

  • 2-Day Immersive Training: Human Presence & AI Intelligence in Hospitality

    Day 1 – Human System & Service Presence

    Rebuild focus and energy through nervous-system regulation and embodied communication. Learn to read guests' micro-cues, manage stress in real time, and restore calm between interactions. Discover how AI can simplify invisible tasks so you stay present where it matters — with the guest.

    Day 2 – AI System Integration & Self-Management

    Turn knowledge into practice: build your team's own hotel AI-assistant to streamline training, communication, and guest responses. Learn to humanise AI output, maintain empathy in digital messages, and design micro-resets that protect focus and prevent burnout.

    Outcome:

    Sharper focus, faster communication, calmer teams — and AI that feels human.

AI LEADERSHIP LAB™
(intermediate plan)

  • 7 days of training middle management to lead innovation, manage change, and teach others, including basic training from Kati Torim for the team.

    The Challenge:

    Hotels often depend on external consultants because middle management lacks the tools to train, coach, and innovate independently. The result? Change doesn't last.

    The Solution:

    A 7-day AI-training study lab transforms managers into AI-literate change leaders. They learn to use, build, and train AI systems ethically — and to pass those skills on to their teams.

    We work with Non-tech AI Advisory to create the best AI assistants for middle managers to use in their work.

  • 7-Day Leadership Lab: AI-Driven Hospitality Systems

    For department leaders and managers

    This programme can be completed as an intensive 7-day retreat at Camp 360 in Portugal, allowing leaders to focus entirely in an immersive base-camp environment, or as a 7-day on-site, or as a hybrid format: 2 on-site training days + 5 online implementation days.

    The goal: build intelligent, human-centred systems that help teams work smarter, communicate clearly, and deliver exceptional guest experiences.

    Day 1 – The New Hospitality Mindset

    AI and human intelligence in synergy. Understanding invisible workload, burnout triggers, and the role of AI in sustainable performance.

    Day 2 – AI Fundamentals for Leaders

    Non-technical introduction to AI tools and ethics. Learn how to identify, select, and apply AI systems that support — not replace — human service.

    Day 3 – Building Internal Toolkits

    Use AI to design training materials, team manuals, onboarding flows, and operational guides specific to your property.

    Day 4 – Data-Informed Decision Making

    Turn daily operations data into insight. Learn to interpret guest feedback, performance trends, and communicate findings clearly to your team.

    Day 5 – AI in Communication & Experience

    Use AI to analyse tone, personalise responses, and create consistent, authentic guest interactions. Transform templated communication into human dialogue.

    Day 6 – Ethics, Privacy & Responsibility

    Establish transparent and fair use of AI aligned with hospitality values. Learn data protection, compliance, and human-in-the-loop principles.

    Day 7 – Train-the-Team & Integration

    Each leader builds and customises an AI assistant for their department — loaded with hotel-specific knowledge — ready to train and support staff from day one.

    Outcome:

    Department leaders leave certified as AI Project Leader Practitioners in Hospitality (NonTech AI Advisory) — equipped to implement ethical, efficient, and human-centred AI systems that elevate service quality and reduce staff burnout.

FUTURE HOSPITALITY SYSTEM™ (advanced plan with development)

  • Integrating full-scale AI systems and human-centred innovation for long-term growth.

    The Challenge:

    Even well-trained teams fail to sustain improvement when systems are outdated. Hospitality needs more than workshops — it needs architecture.

    The Solution:

    A 6-month strategic partnership that integrates Levels 1 and 2 into a unified digital and human system. Together with NonTech AI Advisory and your in-house leadership, we design and install AI-driven tools that transform daily operations, guest engagement, and profitability.

    • AI system audit: Mapping all processes, identifying automation potential

    • Custom-built tools: Integration of CRM, booking flows, loyalty systems, and guest feedback AI

    • Leadership transformation: Ongoing executive coaching and cultural alignment

    • Marketing & loyalty automation: Using AI to personalise communication and upselling

    • Future dashboards: Live data tracking for staff satisfaction, guest scores, and revenue

    • Implementation partnership: Delivered with NonTech AI Advisory & US-based AI developers

KATI TORIM

I am an award-winning hospitality strategist, AI educator, and customer experience expert with over 20 years of experience. I partner with boutique hotels, hospitality brands, and public-sector innovators to optimise operations using artificial intelligence, psychological insights, and performance-based frameworks.

My work spans the entire hospitality cycle — from five-star kitchens to loyalty programme management. I also work as a visiting marketing manager, and my most recent marketing and communications rebranding for a superfood company led to an exit valued at over €3.6 million.

I have collaborated with clients and organisations across Estonia, Europe, and Africa, including Nasdaq Baltic, Enterprise Estonia, LHV Bank, Tallinn City, the European Innovation Academy, Kiuas Accelerator, STEM Egypt, MEDS Europe (tourism destination), and Ukrainian small enterprises.

I deliver practical, measurable solutions that create tangible results and sustainable transformation.

  • Award-winning leadership in boutique hospitality

    • Service manager at Kau Manor, named World’s Best Boutique Hotel 2016 (2 years)

    • Founder & Operator of a private, award-winning Coaching & Agricultural Tourism House in Estonia (6 years)

    • Event Director & Experience Designer for premium boutique weddings and immersive hospitality events (6 years)

    • Ecocafé Co-owner (3 years)

    • Trainer & Counsellor at Äripäev Training Centre – led CX and service performance development (5 years)

    • University of the People, California — B.A. in Health Science (Ongoing)

    • Kehtna School of Economics and Technology — Applied Higher Education in Service Management (EQF Level 6)

    • Kehtna School of Economics and Technology — Master Chef Programme (EQF Level 6, 5-Year Study)

    • University of Cambridge — The Science of Mind and Decision Making (6-Month Programme)

    • University of British Columbia — The Biological Basis of Motivation and Emotion (2-Month Programme)

    • HarvardX — Introduction to Neuroscience (MicroBachelors®, 1-Year Programme)

    • Neurofit Institute — Certified Somatic Nervous System Coach (1-Year Programme)

    Academic & Professional Recognition

    • Lecturer, Mindful Self-Management Programme — Estonian Academy of Security Sciences

    • Education Ally of the Year Award — Recognised for reviving rural manor schools in partnership with the International Water Tank Organisation

    • Brand Builder with Exit Experience — rebranded and scaled the Boost Yourself health brand, leading to a successful €3.6M acquisition by biotech firm Shroomwell.

    • Entrepreneur & Project Leader (16+ years) — Directed hospitality, wellness, and marketing ventures across Europe. Led initiatives for Tallinn Zoo, Visiting Marketing Manager network, and served as Service Management & Burnout Prevention Trainer for clients including Genius Sports, Fujitsu, Playtech, and Coro.

    • Customer Experience Strategist, Designer & Trainer — Advised and trained health and hospitality ventures (e.g., Estonian Hotels, MEDS Europe, boutique hospitality projects) on loyalty, service design, and emotional engagement strategies.

    • Author, Boosting Loyalty (2021) — Published book introducing an e-commerce model for B2C loyalty development and frameworks for leveraging AI in customer retention and scaling.

  • AI education, transformation strategy, and tech-for-hospitality implementation

    • AI Innovation Trainer for:

      • Nasdaq Baltic

      • Enterprise Estonia (EAS)

      • Tallinn Strategic Centre

      • Tallinn City Government

      • LHV Bank

      • Luminor Bank

      • Fujitsu Estonia

    • Co-director – AI Salon, Porto Business School, Portugal – part of Silicon Valley Movement Europe

    • Mentor & Lecturer – European Innovation Academy, Kiuas Accelerator, STEM Egypt (Qatar, Finland , Portugal, Estonia)

    • Trainer & Advisor – Ukrainian small enterprise resilience and AI-readiness programmes, MEDS Europe

    • Certified AI Leader – European IT Certification Academy (EITCA), IBM, Vanderbilt University, Artificial Intelligence (AI) in Hospitality: Challenges and Business Opportunities (Swiss Education for Hospitality)

    • Co-developer of applied AI strategies via partnership with NonTech AI Advisory (founded by Teet Torim and Kati Torim)

I am not a consultant. I am a partner who has lived in Hospitality from within.

I have stood in the kitchen, managed front-of-house, led brand transformation, and rebuilt after burnout.

My work unites three dimensions rarely found in one place:

  • Hospitality Depth — over 20 years across hotels, dining, and guest psychology. When I was 15, I started working on a cruise ship, so my journey in Hospitality began 23 years ago.

  • AI and Systems Expertise — trainer for Nasdaq, Porto Business School, and government innovation programmes

  • Human-Centred Leadership — certified somatic coach specialising in nervous system and behavioural optimisation

This combination allows me to deliver a transformation that is both data-driven and deeply human.

WHY ME?

  • Thank you for the training day! Many new ideas were shared, and feedback indicated that participants recognized how numerous routine tasks previously performed manually could now be effectively delegated to AI.

    – Ilmar, Figure Baltic Advisory

  • Thank you once again for the SUPER training! Thanks to AI training, we are now saving substantial time and money. Previously, I relied on agencies to write advertising copy, content, translations, and other materials. Now, I can efficiently handle everything myself using various AI tools.

    – Martin Murakas, Balmerk Purchasing Manager

  • I used to be skeptical about AI. I didn't believe that artificial intelligence could genuinely help people rather than think for them. However, thanks to this course, I now understand that AI is a valuable tool that can be directed and taught to meet specific needs. Thank you for providing this insight and for giving me a new perspective!

    – Liisa Põder, Professional training Centre Estonia

  • The training surpassed my expectations and provided much more than I anticipated. I recommend it to anyone looking to explore the true potential of AI tools and gain practical skills to use them confidently.

    – Katrin Aare, Brand manager for Baltics and Finland, VAPIANO

  • Thank you for the precise and informative insight into the world of AI. Your approach made it easy for both me and my colleagues to gain a much better understanding of the subject. It provided a depth of knowledge that our previous general understanding did not offer.

    – Ott Raidla, Nasdaq Baltics Communications and Marketing Manager

  • The training met my expectations perfectly—providing a comprehensive and practical introduction to the world of AI. While the primary focus was on marketing optimization, the hands-on aspect of the training made me consider how AI could also be applied in other areas of business management. It was truly worthwhile!

    – Marili Süld, Delfi Media, Product Manager for Newspapers and Magazines

  • I strongly recommend AI training for anyone interested in improving their marketing processes with artificial intelligence. The training was practical and tailored to participants' specific business needs, and it included numerous real-life examples. I applied the knowledge I gained the very next day.

    – Marko Laanes, Elisa New Services Marketing Manager