Hotels are adapting to the growing trend of utilizing AI for travel planning to ensure they remain visible and appealing to potential guests. The shift towards using plain speech searches like “Calm hotel with west-facing balcony” or “Charming hotel with spa that accepts dogs” signifies significant technical adaptations for hotels to cater to AI models effectively.
Nicolas Marette, the founder of Custplace, highlighted the increasing reliance on artificial intelligence by consumers, with 35 percent of French people using AI to discover accommodations and dining options last year. A study by the Boston Consulting Group (BCG) revealed that approximately 37 percent of travelers already utilize AI-powered online travel platforms for trip planning and reservations.
Acknowledging the impact of AI on the hospitality industry, a quarter of hospitality businesses have implemented AI strategies that yield tangible benefits across various operational aspects. Johanna Benesty from BCG emphasized the importance for hotels to optimize their digital presence differently for search engines and AI, considering the diverse functionalities of AI models.
At Accor, one of the leading hospitality groups, efforts have been made to enhance visibility and relevance in AI-driven searches. Nicolas Maynard, the group’s AI and data science chief, highlighted the challenge of securing a top ranking as AI users are presented with fewer options compared to traditional search engines.
AI presents an opportunity for hotels to provide detailed information and cater to specific customer queries. Olivier Cohn, director of Best Western France, emphasized the importance of thorough customer responses, even to intricate questions like the location of a power socket near the bed. Some hotels have already integrated AI chatbots to handle basic inquiries, freeing up staff to deliver personalized services.
In the competitive landscape of AI-driven recommendations, comprehensive and trustworthy information plays a crucial role in elevating hotel properties. Alongside client descriptions and reviews, AI algorithms prioritize properties with rich digital footprints. As AI distribution fees become prevalent, similar to commissions charged by online travel agencies, securing prominence and relevance in algorithmic recommendations will be key for hotels looking to attract guests effectively.
