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How AI Is Teaching Hotel and Resort Operators About Their Guests

Most hotel operators rely on standard methods to understand guests, such as surveys, comment cards, online reviews, and conversations at the front desk or in the lobby. These inputs matter, but if we are honest, they only tell us part of the story. Guest surveys capture a small percentage of the people who actually stay with us. The people who respond are usually either extremely happy or extremely frustrated. The middle majority rarely fills them out. That means operators spend a lot of time making decisions based on a thin slice of feedback. AI is allowing something different to emerge. Most operators initially think about AI in a very practical way. Can it answer the phone 24 hours a day? Can it help guests quickly find information? Can it reduce pressure on the front desk when everyone calls at the same time? All of this is valuable, but what is [...]

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