How Hospitality Brands Can Harness the Power of AI
The age of AI has brought about a lot of uncertainty and questions, but it also presents an opportunity for travel and hospitality brands to experiment and explore new possibilities. Synthetic intelligence can now do low-to-medium-level tasks, freeing up staff to focus on more complex operations and improving customer experience. Here are some ways hospitality brands can harness the power of AI:
Break up visual homogeny with brand imagery and social
With AI, creatives can use prompts with tools like Dall-E2 to take mood boards from static constructs to evolving and highly nuanced territories. Hospitality suffers from a lot of brands looking the same, but a unique and visually differentiated territory can be carved out with the help of generative AI. In the near future, logos and foundational elements of major brands will be created by generative AI, highlighting the potential for differentiation.
Experiment and push brand tone
Tools like Chat GPT can be used to quickly evolve brand voice and guidelines. With the help of copywriters, existing brand and tone guidelines can be expanded upon to create additional depth or new elements that pop with younger audiences without compromising master brand tone. Additionally, AI-powered platforms like Moonbeam AI and EZ newswire can help with blog-focused social and web content and streamline the press release writing and distribution process respectively.
Better understand your audience and reviews, quickly
Synthetic Users is one example of many AI-powered tools available to help hospitality brands sift through the mountains of consumer feedback, online posts, and reviews. These tools allow for user research without the recruitment to optimize products and identify potential blockers. Equipped with these insights, hospitality brands can iterate and action feedback as quickly as software companies.
Ensure better brand governance
Brand governance is a consistent battle for large hospitality brands that need to ensure content is on-brand standard across markets, different hotel properties, and user-generated media. Brandguard.ai is a series of AI models trained on a company’s specific brand guidelines that can monitor and validate brand assets at machine speed. The AI filters out off-brand messaging and spam and scores marketing content for brand consistency so that brand governance can be streamlined.
Draw inspiration from the archives
Hospitality brands have an opportunity to unleash AI on their historical archives, images, and designs to create something entirely new. Ingesting a brand’s historical archives into generative AI can create new, engaging content and experiences for an audience. Tapping into archived history—and building from it—will create an exciting opportunity for hospitality brands in the coming years.
Understand the next wave of the AI-empowered self-directed traveler
Tools like Chat GPT are geared to empower self-directed travelers by providing them with answers to their travel queries. Brands now need to understand the implications of these new tools plus the self-directed millennial and Gen Z travelers to improve direct booking relationships. Building direct booking relationships with these audiences using AI simplifies the travel booking process while also creating personalised itineraries for travelers.
Re-wire customer service
AI can now be trained on every question and validated answer ever asked by a consumer. There will be more nuance, resolutions, and fewer jammed phone lines in times of crisis, freeing up the human teams to focus on actioning the solutions and creating moments of customer engagement. Hospitality brands can provide better customer service by relying on AI, ultimately improving the customer’s experience and loyalty to the brand.
These are just a few ways that hospitality brands can leverage the power of AI. While it’s in the early stages of development, this once-in-a-career opportunity can lead to supercharging business value for brand and marketing departments leading the change from the front.
Editor Notes
As the age of AI continues to expand, hospitality brands must keep up with the latest technologies to improve customer experience and streamline operations. At GPT News Room, we are committed to diving deep into the latest advancements in technology. For more information, visit GPT News Room.
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