Artificial intelligence: How is it revolutionizing the hotel industry?

ARTIFICIAL INTELLIGENCE (AI) IS A TECHNOLOGICAL PHENOMENON THAT IN RECENT YEARS HAS GIVED A LOT TO TALK ABOUT. THIS IS IN GREAT WAY DUE TO THE NUMBER OF APPLICATIONS IT HAS IN VARIOUS AREAS; AND THE HOTEL INDUSTRY IS NO EXCEPTION. THEREFORE, AI HAS ALSO HAD A SIGNIFICANT IMPACT ON THE […]

Artificial intelligence (AI) is a technological phenomenon that in recent years has given a lot to talk about. This is largely due to the number of applications it has in various areas; and the hotel industry is no exception. Consequently, AI has also had a significant impact on the hospitality field. Well, this is being implemented to automate and optimize daily tasks, reduce costs and improve the customer experience.

In this sense, we want to explain in what ways AI has been affecting the hotel sector. We invite you to continue reading.

DATA ANALYSIS AND MARKETING

Artificial intelligence is a very useful tool for synthesizing and analyzing large amounts of information. In the case of the hotel industry, it can be used to study customer information. Through chatbots or receptionist robots, data related to previous reservations, spending patterns or opinions can be verified.

This will help you identify trends in customer behavior and make personalized offers and promotions. That is, AI allows you to carry out more effective marketing campaigns. All of this is crucial to optimize the direct booking process and improve revenue. In addition, it is essential to respond quickly to the user and, ultimately, improve their experience.

On the other hand, with AI you can apply conversational marketing and improve sales. For example, if a customer wants to know about a hotel’s services, technology like chatbots will respond immediately. But it will not only respond, it will also offer clear and specific recommendations. This is undoubtedly a plus in the quality of service of a hotel establishment.

INCOME MANAGEMENT

The historical data analysis that artificial intelligence provides to hotels also allows you to improve revenue management. This is because technology allows you to make forecasts about comprehensive demand and future income. With forecasts you can proactively manage availability by coupling prices and resources based on these forecasts.

Additionally, AI analytics make it possible to personalize room rates and offers for individual guests based on their tastes. This fact can translate into an increase in income since the hotel will attract the right customers.

IN THE MICE AREA

Artificial intelligence has the ability to carry out predictive analysis on the demand for future group sales. This is a benefit for hoteliers as they have a clearer vision to target potential travelers.

But, on the other hand, famous hotels in Spain have confirmed other benefits of AI in the MICE area. One of them is the reservation that is given directly in small groups. So, this benefit allows hotel staff to have more time to dedicate to those businesses that contribute the most and that need personal interaction.

In other hotels, such as the NH chain, AI is used to interpret emails, so that the language and request of the potential client are detected. This helps assign the most qualified agent to serve the customer and provide a faster response. All this translates into increased conversion.

PROVIDING NEW EXPERIENCES

Another way in which hotels can take advantage of artificial intelligence is by complementing it with virtual reality. The latter is an innovative and different service, since it offers a comfort experience like never before. That is why more and more hotels are implementing this technology to improve service and achieve conversions.

Generally, the use of virtual reality in hotels has been implemented through room tours. In this way the client has a first contact and clearer knowledge about the room they are going to reserve. There have even been studies where more than 65% of clients prefer hotels that offer virtual tours.

For example, in the NH hotel chain, according to a Hosteltur report, they are committed to complementing virtual reality with AI. In this case NH uses it in the sales process so that the customer can see the product. In the case of MICE, 3D layout is key to personalizing the client’s experience, who can obtain a very complete vision of the room setup for their meeting.

These are some of the applications that AI has currently been given in the hotel industry. However, this technology is expected to continue to evolve and its effect on the hospitality sector is likely to continue to increase.