AI continues to play a key role in CRM across various industries. As customer expectations evolve and be shaped by changing behaviours, industries such as the hospitality sector must adapt to stay competitive. One of the major boosts such sectors are benefiting from is the introduction of AI-powered Customer Relationship Systems.
These tools redefine guest experiences, efficiency, and decision-making processes.
Personalised Experiences
Loyalty and retention are among the top priorities for hospitality establishments; ensuring they’re the first thought when consumers are exploring their hospitality options. Personalised experiences boost the chances of retaining customers. The key use and adoption of AI enable hospitality establishments to analyse guest past behaviors, preferences, and feedback to offer personalised recommendations for services; enhancing guest satisfaction and loyalty.
AI also plays a part in dynamic pricing by evaluating demand, booking patterns, and competitor pricing. As a result, AI can dynamically adjust room rates to maximise occupancy and revenue while providing value to guests.
Hilton's Connie, powered by IBM Watson's AI, acts as a concierge, assisting guests with information about hotel amenities, dining recommendations, and local attractions.
Enhanced Customer Service
The use of AI chatbots and virtual assistants is greatly aiding the booking demand of many hospitality companies. In addition to online booking systems, AI-driven chatbots are providing instant responses to guest inquiries as well as handling bookings, and offering 24/7 customer support. These virtual assistants can manage a high volume of interactions, ensuring timely and accurate responses.
Google and social media reviews are increasingly being used to gauge the perception of hotels, and AI is analysing these reviews to identify areas for improvement; improving the guest experience as a whole.
Transitioning from data analytics to direct interaction, Marriott's hotel chatbots, accessible on Slack and Facebook Messenger, offer seamless client care. These AI assistants efficiently handle queries and provide tailored recommendations.
Operational Efficiency
To attain positive reviews, hotels, and accommodation outlets must maintain infrastructure and equipment needs – that’s where predictive AI comes in. The use of AI systems can predict maintenance needs, helping to reduce downtime and ensuring smooth operations. This proactive approach helps maintain high standards of service.
Resource Optimisation: AI can forecast occupancy rates and guest flow, enabling better allocation of staff and resources. This ensures optimal staffing levels and efficient management of amenities.
Data-Driven Decision Making
AI-powered CRM systems can provide deep customer insights and improve the data-driven decision-making process. They aggregate and analyse vast amounts of guest data, providing actionable insights into guest preferences, behaviour patterns, and trends. These insights help in making informed decisions on marketing strategies, service improvements, and product offerings.
The use of AI also automates marketing campaigns by segmenting audiences, personalising content, and optimising delivery times. This increases the effectiveness of marketing efforts and drives higher engagement and conversions.
Enhanced Loyalty Programs
AI identifies guests at risk of not returning and suggests targeted retention strategies, such as personalised offers or incentives, to encourage repeat visits. AI enables the creation of bespoke loyalty programs that cater to individual guest preferences, making rewards more appealing and increasing guest engagement and loyalty.
FTSE 100 hotel chain IHG collaborated with UK-based predictive analytics company Cognisess to pioneer several projects to pinpoint what impacts and benefits AI could bring within a traditional HR environment.
If you’re looking for a career move in CRM, view the opportunities on the Blu Digital website.
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