How AI Will Impact Hotel Marketing
By Lisa Ross President & Partner, rbb Communications | May 19, 2019
Artificial intelligence (AI) is no longer becoming a part of our everyday lives, it already is. More consumers than not are living in smart homes and working in smart offices. The number of users of smart speakers like Amazon's Echo and Google Home is growing at a compound annual rate of 47.9 percent and between 2016 and 2020 is expected to grow from 16 million to 76.5 million.
The hospitality industry is rapidly identifying ways to put AI into widespread use. With large sets of data becoming more prevalent and AI becoming more accessible, hotel marketers have the potential to transform how they operate to maximize returns, optimize processes and interact with guests for increased satisfaction and loyalty.
Strike Gold with Data
Today, from vacation planning to check-out, hoteliers can leverage the collection of data combined with technology like AI and machine learning for deeper consumer insights, smarter forecasting, speedier problem-solving, enhanced service and greater profits.
When it comes to data, it is important that hoteliers consider all research and resources available ranging from a customer-relationship-management system to TripAdvisor and social media. The amount of existing data may be overwhelming, as well as the time, commitment and resources required, but the resulting competitive advantages to be realized makes the investment all worth it.
Hotel marketers should treat data like treasure. After all, data is intellectual property that allows hoteliers to have a meaningful understanding of their operations and their customers. Beyond its collection, hoteliers must learn how to effectively sort, analyze and use data. A deep dive into the information provides hotel marketers with invaluable knowledge about the habits of guests and therefore the ability to predict guests' decisions and preferences.