The boom of artificial intelligence in the hotel industry: how to use it
We know that artificial intelligence, which once seemed so distant, is no longer new to anyone
However, given the flood of information and technological solutions, staying up to date with the most efficient tools, especially those aimed at sectors as unique as the hotel industry, has become an essential challenge.
From backstage to guest service, including process optimization and chatbots that make reservations more assertive, innovations abound. But they don't always work for every business type.
"It's absolutely valuable to have access to and use a wide range of technologies and innovations," says Camila Zucoloto, Operations and BI Manager at BWH Hotels Brazil. "Even so, it's part of our strategy with hotels to understand the right time and way to use them, avoiding false beliefs and objections that seem to apply to everyone. Nothing works for everyone."
In an emerging country like Brazil, access to these tools isn't always quick or, above all, affordable. Knowing which technology to invest in is, therefore, crucial for a more efficient business with real returns.
"For example, investing in a guest management system is no longer effective when there's no control or clarity over the information entered into the platform. It's simply having functionality without using it fully, turning innovation into a cost," the expert points out.
For BWH Hotels, both in Brazil and globally, access to technology is a strategic factor for all properties. "Our support goes beyond recommending tools: it's personalized, tailored to the specific needs and circumstances of each hotel. This allows us to determine whether it's best to focus on analytical solutions like Lighthouse or STR, or opt for something more practical for day-to-day operations, like Canary or Medallia," explains Camila Zucoloto.
The truth is, yes, artificial intelligence has contributed to a significant transformation in hospitality and service delivery. But the key difference lies in the strategic use of these tools, with a thorough understanding of their functionalities and objectives. Only then can we ensure real impacts on business results, going beyond fads and generating value for both guests and hoteliers.
"For us, technology is only innovation when it translates into more human hospitality and sustainable results," adds the specialist.
Source: BWH® Hotels