How AI Is Revolutionizing Customer Service in Hospitality

The introduction of artificial intelligence turned from a trickle into a flood at the start of last year, and hospitality is one of a laundry list of industries to have grabbed hold of what it has to offer with gusto.

The customer service benefits that this tech brings to the table are especially compelling, so hold tight as we look at the main perks and why they matter.

AI-Driven Chatbots for Streamlined Bookings and Inquiries

More than 50% of hotels already have chatbots in place, and this is actually more common for independent operators than hospitality chains, according to Statista. That should give you an idea of how potent they are in a customer service context.

As well as being able to handle bookings, many AI-based assistants can answer questions and manage requests 24/7 in a hospitality context. This allows for a number of associated benefits, including:

• Efficiency: Automate mundane tasks like confirming reservations.
• Consistency: Provide uniform responses to FAQs.
• Cost-effective: Reduce reliance on human staff for routine inquiries.

Perhaps the most impressive example of a chatbot that’s currently in use in this industry is the recently introduced RENAI by Renaissance, which was launched by Marriott in a pilot scheme late last year. It’s billed as a virtual concierge service, and the idea is that the program can provide tailored recommendations for guests regarding what they should do in the local area during their visit.

Unsurprisingly this platform is underpinned by ChatGPT, as well as being customized to suit the needs of this hospitality sub-brand. Other major operators are sure to follow suit, and even smaller rivals can adopt chatbots for all of the purposes mentioned, so it’s a level playing field.

AI-Powered Employee Training for Elevating Service Standards

AI isn’t just for guest-facing roles. It’s also revamping how hospitality staff get trained. AI-powered training platforms personalize learning paths based on individual performance, speeding up the mastery of hotel etiquette and service skills. Features include:

• Interactive Modules: Simulate real-life scenarios for practical learning.
• Performance Tracking: Monitor progress and identify areas needing improvement.
• Adaptive Learning: Adjust content difficulty in real-time.

Hilton’s use of generative AI in a team training context is a great illustration of this, with tools used to set up safe spaces where keystone soft skills can be nurtured and put to the test. In combination with real-time coaching which allows for feedback on performance during training without putting employees in awkward positions, this points to an exciting future for this entire process.

Personalization Through Machine Learning for Customized Guest Interactions

Machine learning personalizes customer interactions in ways we couldn’t imagine a decade ago. This is necessary to click with consumers, as 76% will now feel frustration if businesses they interact with don’t provide a bespoke experience. This is achieved via:

• Guest Profiles: Collect and analyze past behaviors to predict future needs.
• Custom Recommendations: Suggest activities and dining options based on guest interests.
• Automated Preferences: Adjust room settings like temperature and lighting upon arrival.

There are even top-level benefits associated with increasing the customization of guest experiences, as shown by the partnership between Hyatt and AWS. A $40 million boost to revenue was achieved as a result of being able to pair prospective customers with the right hotels and the activities that best suit their preferences during a stay.

The Last Word

It’s clear that implementing AI in hospitality leaves guests happier, while also giving employees more opportunities to work productively and effectively, regardless of the roles they occupy. And since we’re only at the start of this tech’s rise to prominence, bigger and better things are on the horizon.