www.calodging.com May + June 2024 5 Hospitality is a people-centered business where the integration of Artificial Intelligence (AI) might not seem like a winning idea. Yet, AI can offer the industry a number of ways to actually enhance human interaction. A thoughtful and responsible approach to AI can enable hotels to not only streamline recruiting and operations but also cultivate deeper, more personalized connections with guests, enriching the overall guest experience and setting new standards for service excellence. Here’s how AI is already being used, and how it can help hotels improve their bottom line. Guest Services Success in the hotel industry depends on maintaining positive interactions with guests. Hoteliers can utilize AI tools to capture, analyze, and enhance those interactions to ensure their guests come back to stay. Those tools can be utilized at the very beginning of the guest experience: their digital journey to find hotels. According to Craig Carbonniere, Senior Director of Sales at Milestone, AI is being adopted by search engines to help hotel guests narrow down which property might be the best fit for them. The company utilizes AI, search engine optimization (SEO), and personalization to help hotels attract relevant visitors to their websites and stand out against competition. “Hotels that are embracing the opportunity to engage with guests at the very beginning of their search are capturing more market share,” Carbonniere said. Milestone’s digital marketing platform also allows hoteliers insight into their online performance across channels. FEATURE
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