Using AI and machine learning to enhance the guest experience
In the dynamic world of hospitality, guest experience is the pinnacle of success. The integration of AI and machine learning (ML) has transformed guest services across major branded hotels and casinos. ComOps has handled more than 3 million minutes of contact center calls on behalf of hotels and casinos. In those calls, AI can be used behind the scenes to improve efficiency, create value for their clients, and improve the guest experience. By analyzing that wealth of data, it’s possible to glean insights into the current state of contact centers and reservations – often the first point of contact for many guests – and the potential AI offers to improve hospitality guest experiences.
CURRENT STATE OF CALL MANAGEMENT
Despite the digital revolution, guests still prefer human interaction, especially in the customer-centric hospitality industry. Guests continue to appreciate the warmth and personalized attention from live agents. However, not all interactions are created equal; data shows variability in satisfaction based on the nature of the queries handled. This variability presents an opportunity for AI to assist, ensuring every guest interaction isn’t just handled, but enhanced.
On the flip side, AI-powered call handling that was initially met with skepticism has evolved. Guests may start a call with a chatbot with hesitation but often hang up satisfied. Up to 50% of routine inquiries are now automated, allowing human agents to focus on more complex, value-added interactions. With robust AI systems, satisfaction scores have reached as high as 82% in various deployments. One AI voice assistant was even nominated for employee of the month.
ENHANCING GUEST EXPERIENCES THROUGH AI
Beyond call centers, AI and ML have extensive applications across various hotel operations – from front office to housekeeping and revenue management. These technologies are instrumental in optimizing efficiency and personalizing services. For instance, predictive analytics can forecast staffing needs, enhance resource allocation, and even suggest personalized offers to guests based on their preferences and past behavior, thus not only meeting but anticipating guest needs.
Going back to call centers and reservations, AI has the potential to replace or augment the lower third of call center operations. This shift could dramatically reduce wait times – and, when coupled with increasing service capabilities in more languages, can significantly enhance guest satisfaction. Moreover, by leveraging AI to analyze sentiment and feedback in real-time, hotels can dynamically adjust their services to better meet guest expectations.
GETTING STARTED
For hoteliers interested in testing the waters with AI, it’s ideal to partner with a team that has direct experience. A good place to start with AI is by measuring sentiment of callers to help improve the quality assurance and training programs. Other behind-the-scenes areas to get started are with call forecasting, staffing alignment, accent neutralization, background noise canceling, and providing real-time articles to agents while they are on phone calls. After tightening up behind the scenes, dipping your toe into guest-facing AI becomes more natural, perhaps by leveraging a well-trained chatbot using advanced interactive voice response (IVR) techniques.
The integration of AI and ML in hospitality isn’t just about automating tasks; it’s about elevating the entire guest experience. By harnessing these cutting-edge technologies, hotels can focus more on what truly matters – creating memorable, personalized guest experiences that resonate on a personal level.
