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In the world of hospitality sales, ChatGPT and other artificial intelligence (AI) technologies have gained attention lately for their potential to streamline processes. It’s a topic I brought to the HSMAI Sales Advisory Board to see how sales leaders are utilizing it in their business practices.

5 Takeaways from our discussion

  1. Use chatbots and AI technologies cautiously, avoiding sensitive data. And remember, ChatGPT can only fetch data prior to the year 2021.
  2. ​​​Consider the ethical implications and transparency of using chatbots for content creation and disclose when appropriate. Infuse final content with personal touch and authenticity.
  3. Stay updated with developments in chatbot and AI technology.
  4. Explore other potential applications of chatbots and AI, such as research tools, to leverage their benefits in hospitality sales.
  5. It helps sales teams considerably on their prospecting efforts and can be used for travel inspiration.

Going Deeper:

One of the first questions that I brought to the group is if AI in hospitality sales is here to stay. The answer was a resounding yes. Chatbots and AI technologies have rapidly advanced in recent years from automating repetitive tasks to enhancing customer experiences.

Uses

One area where we have used AI is in copywriting emails. These technologies can analyze data and generate content that can be personalized to suit specific customer segments or target audiences. Chatbots can also be used to kickstart articles or email copy and suggest strong email subject lines to improve open rates.

In addition to content creation, chatbots and AI can also be integrated into hospitality sales operations for data analytics.

Ethics

The group also raised some ethical concerns.

  • Where is the moral line drawn between content generated by chatbots and human-authored content?
  • Should sales professionals claim the rights to content created by chatbots, or should there be disclosure when using such technology?
  • Universities are struggling to decipher content created by students as opposed to AI, thought tools are already being developed to distinguish AI generated content.

While chatbots and AI have the potential to streamline processes and enhance customer experiences, they are unlikely, in the near term anyhow, to replace the expertise and personalized touch of humans.

Questions to Think About:

  1. Are you exploring any integrations or business development?
  2. What do you see most beneficial for sales?

Further Reading:

About The Hotels Network

The Hotels Network is an inventive technology company working with over 20,000 hotels around the globe. Boasting an international team of specialists with deep expertise in hospitality, product design and consumer marketing, the company offers clients a full-stack growth platform to power their direct channel. By leveraging a series of integrated tools and analytics, hotel brands can attract, engage and convert guests throughout the user journey.

In addition to price comparison, reviews summary, and a suite of personalization options, THN's Direct AI Suite is deeply integrated in their platform, from predictive analytics to generative AI. Predictive Personalization uses machine learning to predict user behavior and automatically tailor messaging and offers for each user. BenchDirect's benchmarking tool provides unmatched competitive data for the direct channel. Recent innovations include KITT, an AI-powered receptionist, and Loyalty Lite, a seamless guest login tool for personalized booking experiences.

THN is proud to have been recognized for the company's product innovations, rapid growth, and unique workplace culture for the second year in a row, most recently named the Best Direct Booking Tool for 2024 in the prestigious HotelTechAwards.

For more information about THN, visit https://thehotelsnetwork.com/en or contact [email protected].

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