More than three-quarters of all guests prefer accommodation with bots

Landline phones are almost no longer used, check-in and check-out options bypass receptions, which require fewer and fewer employees, traditional keys could soon become museum specimens as hotel room doors are unlocked with cards that also activate the lighting, chatbots respond to guest inquiries around the clock… Today, smart hospitality (engl. smart hospitality) is a reality in the hotel industry. It has fundamentally changed the hotel sector, service, and guest experience; technology has accelerated and simplified many processes, so many jobs that were previously performed by a workforce are now handled by software or applications that offer guests a personalized experience, save employers money, and protect the environment due to lower resource consumption. All of this has been greatly enabled by artificial intelligence tools, which have significantly impacted hotel service in recent years.

More levels of chatbots

Advanced software and AI technology systems allow hotels to simplify operations, optimize costs, and provide personalized services to guests. Through advanced algorithms, machine learning, and data analysis, artificial intelligence enables hotels to automate processes, offer personalized experiences, and simplify communication with guests, starting from booking accommodation to personalized service while the guest is at the destination. Some of the most common artificial intelligence tools used by many hotels around the world are chatbots, virtual assistants that provide instant responses to guest inquiries, process reservations, and offer personalized recommendations. These intelligent systems can mimic human conversation with guests and provide effective customer service 24 hours a day by giving quick responses and personalized assistance, even during off-hours. There are multiple levels of chatbots. For example, an AI booking agent is an advanced system that provides higher-level booking assistance. AI-powered virtual booking agents, unlike traditional chatbots, understand natural language, ask the right follow-up questions, and finalize reservations instantly—regardless of whether the guest is communicating via WhatsApp, on the website, or by phone. Additionally, artificial intelligence technology enables voice-activated assistants in hotel rooms, offering guests control over lighting, temperature, entertainment systems, and other amenities through voice commands. This touchless intuitive software enhances comfort and convenience for guests.

Revolutionary step

To personalize the offering, AI systems collect and analyze data about guests, which includes customizing room amenities, suggesting local attractions, and providing tailored offers and promotions. Furthermore, AI algorithms analyze historical data, market trends, and other factors to optimize revenue management strategies. Hotels can thus maximize occupancy and revenue by predicting demand patterns, adjusting prices, and providing amenities to guests.

– Hotel chatbots are a revolutionary step in the hospitality sector, transforming services for guests. An impressive 76.9 percent of guests now prefer establishments that use bots for customer support. This will not only enhance operational efficiency but also improve guest interaction and simplify administrative tasks. By implementing these solutions, hotels can enhance the customer experience as communication will be fast and personalized, increase the efficiency of operational processes through task automation, collect valuable data on guest preferences for future marketing activities, and increase revenue due to opportunities for upselling and cross-selling. According to Marriott’s 2023 data, more than 60 percent of its users return to its virtual assistant, with an average session lasting up to four minutes, indicating a high level of engagement and guest satisfaction, emphasizes Martina Tolić, product success manager at Infobip, a global cloud-communication platform and one of the industry leaders that provide advanced communication technology solutions in the hotel sector to enhance customer experience, optimize operations, and open new channels for revenue growth.

– This simply refers to centralized management of messages and communication with guests, whether it is marketing, customer support, or employees. All messages are orchestrated and sent from one place and are tailored to the end user in the optimal way. Regardless of which channel guests or employees use—WhatsApp, Viber, or another—their customer experience remains consistent and seamless. Guests today demand two-way real-time communication and interactive messaging experiences without delays in communication or long waits. The rise of applications has fragmented communication channels, highlighting the need for a multichannel approach to unify interactions across all platforms, explains Tolić.

She cites some examples of Infobip’s solutions that assist in communication in the hotel sector: booking assistance, answering frequently asked questions, concierge services, check-in and check-out, and collecting feedback from guests about their stay experience and resolving complaints or issues in real time. Automated customer care and 24-hour support, personalized experiences, and simplified accommodation booking are some of the most common applications of chatbots that significantly elevate service quality and guest satisfaction to a new level.

Digitalized experience

Advanced digital solutions are also applied by the largest hotel company in Croatia, Valamar Riviera, including smart room systems, digital keys, and technologies for sustainable energy management. Valamar places special emphasis on digitalizing the customer experience, enabling guests to enjoy simpler, faster, and more personalized service throughout their stay. Most properties have energy consumption management systems in accommodation units. Solutions range from simpler ones like regulating lighting and heating or cooling, depending on guest presence, to advanced smart room systems that allow temperature and lighting control. The use of these systems saves a lot of energy.

– By using its own data management platform, Valamar personalizes service. With their consent, guests can receive recommendations and content tailored to their interests, whether through websites, mobile applications, online check-in, or other communication channels. This approach allows for an enhanced customer experience and better connectivity with guests. Artificial intelligence plays an increasingly important role in optimizing business processes at Valamar. It is used for analyzing guest feedback, automated translation, as well as for faster and more efficient customer service. It also enables the availability of certain services 24 hours a day, further improving service quality and the stay experience, Valamar representatives state.

This company, like many others in Croatia and abroad, uses the Adira smart room system, a product of the Croatian company Adria Electronic for room management and monitoring of common areas in hotels, resorts, camps, homes, and public institutions, which has been installed in over a thousand properties and manages more than a hundred thousand accommodation units in twelve countries. Valamar does not yet use AI assistants, but their development is underway.