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How artificial intelligence is poised to change hospitality

Interest in Artificial Intelligence (AI) has grown in recent years as people revere and debate realistic applications across all industries.  AI activity within the Hospitality sector has been steadily increasing as big brands look at ways to gain an advantage over their competitors in one of the most intensely competitive modern industries.

As Artificial Intelligence is evolving and technology is becoming more sophisticated, Hoteliers are finding new and better ways to treat and engage with their customers.

Although AI is still in its infancy, here are five ways it can change the face of the hospitality industry forever –

 

Personalization on a Larger Scale

Artificial Intelligence will make room for personalization on an unprecedented scale.  As hoteliers prioritize not only capturing the largest chunk of the market share but making sure their existing customers keep on coming back, extreme and precise personalization emerges as the crucial factor for a satisfying guest experience.

By collecting personal guest data from various touch points, Machine learning powered tools like RepUp allow hoteliers to automatically build up a 360-degree profile of each guest, enabling them to create a uniquely transformative guest experience throughout every stage of the guest life cycle. This paves way for hotels to create tailor-made guest experience right from the time of booking throughout their stay and even in post stay communications. Automation and the continuous influx of guest data helps the  AI improve upon its own pre-existing personalization level, resulting in exceptional hotel experiences for the guests.

One Centralised Data Management System

AI backed Centralised Data Management System is necessary to evolve the methods of guest information accumulation and guest profile management, which further helps with meeting the guest expectations of receiving tailor-made services during and before the stay. The more hotels know their customer – the easier it will be for them to provide a personalized guest experience.

Data stored across PMS systems, marketing platforms, CRM databases, payment platforms, guest-facing channels, inventory control, and even staff management systems makes it difficult for hotels to manage data. With an automation powered tool like RepUp, this data can be integrated into one centralized management system, allowing a holistic view of the property that can be used for continuous improvement whether it be for business efficiency or guest experience.

Guest retention and building guest loyalty

One of the most impactful applications of Artificial Intelligence and Machine Learning will be felt on the guest retention and brand loyalty segment.  A.I powered intelligent algorithms can process, and learn historical records of guest preferences to create and suggest impactful insights about guest persona.

It is imperative for any hospitality brand to retain the maximum number of guests and their loyalty by providing them with what they would want most. By knowing guest expectations, their interests and the reasons for choosing their hotel, it is possible to provide them the exact tailor-made guest experience that meets their expectations, which will eventually build up to increased guest loyalty.

For instance, AI can confirm the booking of a repeated guest with an email saying, ’Thanks for choosing our services again’, instead of plain, ‘thanks for your reservation’. Not only this, based on the previous information based on acquired guest data, the message can even include more customized suggestions that suit the guest’s personal lifestyle such as spa services on discount, free fitness classes or therapeutic assistance etc.

 

The Advent of the Artificial Intelligence powered Virtual Assistance

As the technology related to Artificial Intelligence is evolving every moment., Hoteliers find new ways to treat and engage with their customers through in-room voice-enabled virtual assistance devices.

Marriott hotels have already partnered with Amazon to install such technology in their rooms, making them an inspiring role model in the hotel industry’s constant endeavour to build “smart hotels”. Moreover, Amazon’s Alexa will also allow the hoteliers to determine guest engagement with the help of analytics and reporting, allowing hotels to adapt their services as per customer needs.

 

Internet of Things

The hospitality industry is already implementing IoT-centric systems to give the wow factor to their guests and also increase the efficiency of its operations.

Implementation of IoT solutions for hospitality industry enables owners to optimize the front desk, digital assistance, room service, and employees to address guests requirements through data-driven insights.

IoT can send custom-tailored recommendations to the guests as per their interest, for example, updated news of any nearby beach, any tourist sightseeing place or a restaurant. With IoT, the location-based interactions are now going digital, making it easier to deliver more valuable information to guests than ever before. With smart windows and voice-controlled lights in the pipeline, the industry is getting more exciting than ever.

 

In conclusion,  AI is on a trajectory to significantly disrupt not just Hospitality but all aspects of guests’ lives and the way they fundamentally interact with brands in the future. It is imperative for Hotels to collaborate with the right technology partner in order to identify the shortcomings in their processes that can be filled up with the help of integrating Artificial Intelligence and Machine Learning.

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