What do frequent flyer Alex, pan-US corporate sales head Meisha, and fashion model Nikita have in common? They all tend to check in to their preferred hotels at odd hours after long days. For years, this has meant waiting at the reception desk for check-in formalities, the occasional inevitable frustration, and delayed rest. Rough.
What’s changed? Today, they each use their own phones as digital keys to enter their rooms within seconds. As each weary traveler opens their door, they find their room… the pillows… the lights… the temperature… everything already customized to their preference. Ahhhh.
Better rest and more personalized experiences? Yes, please!
How AI is transforming guest experiences
Hyperpersonalized in-room experiences are just one of the ways how AI is fast transforming the guest experience. The evolution of AI in the hospitality industry — be it Connie the adorable virtual concierge or a gym occupancy tracking app that aids busy guests — has only just started.
From luxe leaders to boutique stay owners, successful leaders are embracing the big shift – meaningful interactions, made viable and profitable by AI, are now as important as well-designed infrastructure. And with good reason.
A recent study showed that 58% of guests believe that AI improves their booking and stay experience. In a competitive industry where ease is gold, every little bit counts.
As a hospitality leader struggling to keep operational costs low, you might ask, “What is the exact guest service experience that customers expect me to deliver with AI?”
The guest experience your high-value customers want
Whether they prefer a rugged adventure vacation or a luxurious pampering stay, high-value customers are looking for a few key elements in their perfect vacation experience.
Seamless self-service: Your ideal guest is increasingly short on time, especially for things that don’t need it. Take a cue from AI in travel. The sector has been leveraging AI to optimize back-end efficiency and deliver seamless, magical experiences. Implement AI-powered self-service options across touchpoints. From bookings to loyalty rewards, your customer wants every stage of the guest experience to be in their active control.
Personalization: Ask the question, ‘How is AI changing the hospitality industry?’ and personalization is the answer. It remains the most powerful transformation in the context of guest service experience. As customers increasingly choose to part with their data, they expect you to use it to enhance their experience. The likes of TripGenie are raising the bar on how to use AI for travel; similarly, guests expect hospitality brands to offer stay, dining, and exploration experiences centered around their unique needs and aspirations.
Proactive maintenance: Little else interrupts the guest service experience as maintenance and housekeeping failures. And yet, customer forums are riddled with complaints about noisy floors, appliance malfunctions, and shower functionality nightmares. AI-cognizant guests equate your investments in predictive tech with how much you care.
How your competitors are set to deliver above and beyond
It’s all well and good to set lofty goals of delivering perfect experiences… but if the folks down the street are actually managing to deliver, it’s time to step up! Here’s what we’re seeing.
Intuitive and meaningful interactions: Using AI to streamline operations is old news even though a fraction of hotels is still catching up on the trend. Most CX-focused hospitality brands are now leveraging AI to enhance their service interactions. For instance, they are using AI to empower guest-facing staff with decision coaching. Such initiatives are fast changing the quality and depth of guest experiences; a staff member can quickly offer a room upgrade or propose a unique local experience based on the guest’s unique data. Training your staff as experience management partners will become key to gaining an industry edge. There’s always AI to manage the routine tasks.
Innovative brand experiences: If you were to ask a Big 4 consultant “How to use AI for travel and hospitality?”, innovation would be the response. While efficacy is the first frontier for AI implementation, it isn’t enough to maximize revenue. Hospitality leaders who win high guest service experience scores for their brand know this. They place their bets on innovation to further their brand promise and stand out in a bleeding industry.
For instance, if you are a brand especially committed to green travel, leverage AI to gamify a reward program for optimum energy usage. Similarly, if you are a business hotel, use AI to build a buffet occupancy management app. Busy guests can walk in for breakfast only once a table is made available.
A culture of predicting guest needs: As CX becomes core to profitable businesses, you need to know every guest and their requirement, before it manifests. This is key to delivering stunning guest experiences that linger. Chances are you are already using predictive AI at the marketing and sales stages. Now, implement it across the customer journey. Invest in integrated CX management systems that connect you to the Voice of the Customer, know their sentiments even before they book or check in, and get their feedback on probable experiences right away.
AI in the hospitality industry: The way ahead
As industries vie for customer attention and business, we will see the rise of the experience economy. This will reflect in how AI is used in travel and the hospitality industry over the next three to five years. Early adoption and innovation will bridge the gap between self-owned properties and funded chains as guests expect the best of personalized care and thoughtful gestures. This will push the bar for the sector at large; moving beyond generative AI, industry leaders will look to implement sophisticated use cases. It will change the way stakeholders, including guests, perceive hospitality. While warm human interactions will remain key to delightful hospitality, AI will define how memorable and relevant these come to be.
Want to know what your most high-value customers expect in terms of AI and the ideal guest service experience? It’s easier than you can imagine. Sit back and let SogoCX do the job for you.
Leading hospitality brands across segments rely on us to manage their omnichannel customer journey and prioritize AI investments that matter.
Connect with our team today to learn how we can help you build guest loyalty as you accelerate your CX and AI transformation.
