AI, or discussions about AI, are seemingly everywhere right now – but when is AI going to prove useful to independent hoteliers?
The hospitality industry is often reactive when it comes to adopting new technology. AI seems to be a case where the industry is playing catch up rather than leading the innovation.
Artificial Intelligence, a new wave in technology, is evolving at a rapid pace. Hoteliers must work closely with their key partners to avoid being left behind.
AI has proven to be a powerful tool in delivering direct bookings.
At BWH Hotels GB We understand that AI integration in booking platforms has a great deal of potential. ChatGPT has made strategic moves in e-commerce, and Perplexity has added shopping features. These platforms may not have perfected the hotel booking process, but once this integration happens, it will change how guests search for and book accommodations.
Online travel agencies (OTAs) are better positioned than independent hotels to take advantage of this trend. They have the resources and expertise to act quickly once AI-powered bookings become mainstream.
Integrating seamlessly with new platforms could consolidate the market’s dominance. Capture even more market share away from independent properties.
BWH Hotels invested heavily in key areas, such as the website for bookings and cybersecurity, to assist our partners with these technological advances. Without the expertise or technological infrastructure to directly compete with OTAs, hotels are at risk of becoming invisible to their potential guests.
Hoteliers are unable to make smarter investments in technology because of legacy systems, difficulties measuring returns on investment, and a lack of technological expertise.
It may be that hoteliers need to adopt technology more quickly. Hotels need to prepare for the changes that will not be fully realized for several months or even years.
In order to prepare for the future, it is important to build technological foundations which can be adapted to new developments. It is also necessary to establish partnerships to gain access to cutting edge solutions. It includes building internal capabilities that can evaluate and implement new technology effectively.
This is why strategic partnerships with brands – particularly one that invests in technology on behalf of their members – have become increasingly valuable.
These relationships enable independent properties to gain access to sophisticated technological capabilities, without the need for individual investment in complex system or specialist expertise.
Hoteliers should choose a brand with expertise in different tech segments. A team should be working internally on the integration of existing hotel technology in order to ensure smooth data transfers. These partners also have platforms developed in-house that drive business to your property.
If independent hotel owners can find a partner who will work on doing the heavy lifting on integrating AI into their booking – they can focus on what they do best.
Delivering superior guest experiences.
