While artificial intelligence has undeniably made significant strides in the hotel industry, the approach to its implementation has been largely fragmented. Numerous AI-driven tools and solutions have been introduced to enhance operations and guest experiences, from dynamic pricing to virtual assistants, but these tools tend to focus on specific tasks and operate in isolation. As a result, their overall impact is limited, and the potential for true personalization hindered.
With AI tools operating in silos, guest preferences remain a mystery, property details are confined to limited descriptions and there is a persistent challenge in bridging the gap between physical spaces and digital experiences.
AI’s promise in the hotel industry hinges on the depth and granularity of property data. AI is only as transformative as the information with which it is provided, so the challenge for hoteliers looking to enhance personalization lies in capturing as much data as possible about their properties. When paired with insights into operations and guest information, the door to hyper-personalization truly unlocks.
Granular Data
We’re already seeing AI using basic property data for more efficient guest communication, accurately and quickly answering simple questions like when the restaurant opens or where guests can find an extra pillow. But property data goes beyond basic amenities. Imagine the potential to truly address the needs of each guest when capturing details like the view from specific rooms, the selection of teas and coffees available, local transportation options or the current temperature of the pool.
And guest communication is just the beginning. Granular property data is going to become far more valuable as online travel agencies look to evolve the guest search, booking, and stay experience. With hotel listings on OTAs set to become much more detailed, the relationship between the visually appealing, detail-rich listings and the behind-the-scenes world of hotel operations will grow more intertwined.
OTA searches will, in the future, allow guests to narrow down their search by being much more specific about their criteria—like the types of available mattresses, the layout of accessible rooms, the presence of hypoallergenic materials or the type of in-room amenities. Hotels with deep operations and property data will be in a better position to highlight the unique aspects of their property and match them to guest preferences, akin to a concierge service with a deep understanding of guests’ needs.
But the real transformation will come from pairing this rich property data with extensive guest information, especially as the lines between hotel and short-term rental inventory blur. Hotels are increasingly seeking to create personalized, unique stays that rival those of short-term rentals. The possibilities are vast if AI has the opportunity to learn more about guests – their preferences, desires, and behaviors.
The hotel knows its own data—which rooms have soundproof walls, rooms closest to the nearest elevator, availability of the hot tub, details on closet space and information on air purifiers. Learning guest preferences is more challenging, but crucial for delivering the bespoke experiences that modern travelers crave. By leveraging AI, hotels can anticipate and cater to individual needs, transforming the standard stay into a highly personalized experience that feels as unique as a short-term rental.
As it stands, much of the hotel industry relies on multiple booking channels which, while beneficial for occupancy, limits the data available to operators. That’s because it’s central to the OTA business model to ‘own’ the guest profile—and all the data that comes with it—for themselves. Hoteliers will need to become better at collecting and analyzing guest data from the touchpoints that are available to them (such as past booking history, preferences indicated during previous stays and feedback through surveys or reviews) and encouraging guests to book directly.
With the right information, hotels can create comprehensive guest profiles of their own, offering insights into their unique preferences and behaviors. Guest needs can be anticipated before they arise, and post-stay engagement can be significantly enhanced. This data can also be leveraged for effective upselling, offering personalized recommendations for room upgrades, dining experiences, spa services and local activities that align with individual guest interests. Those who excel in embracing data-driven decision making will lead the industry as it enters a new era in which deep personalization is paramount.
Final Word
Hoteliers must transcend the limitations of current fragmented AI implementations. The goal is not only to automate and streamline operations but to create deeply personalized and memorable experiences for each guest.
The future of the hotel industry is bright for those who can harness the full potential of AI, blending deep property insights with guest data to deliver truly bespoke experiences. AI’s true potential is unlocked only when it operates with a comprehensive understanding of both the property and the guest.
This transformation demands a shift in mindset for the industry. Hoteliers must invest in sophisticated data collection and analysis tools, ensuring they gather actionable insights from every guest interaction. The depth and quality of this data will determine the effectiveness of AI-driven personalization efforts. Hotels that prioritize property data collection and leverage it to power AI will be the leaders of tomorrow's hospitality landscape.
Jeremy Gall is CEO and founder of Breezeway, a property operations and guest experience platform for hospitality professionals and property managers.