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Opinion Article Technology

Keep Your Friends Close and ChatGPT Closer: AI in Hospitality Sales

In the world of hospitality sales, ChatGPT and other artificial intelligence (AI) technologies have gained attention lately for their potential to streamline processes. It’s a topic I brought to the HSMAI Sales Advisory Board to see how sales leaders are utilizing it in their business practices.

Mercedes Blanco
By Mercedes Blanco, HSMAI Sales Advisory Board Member & VP Enterprise Growth, Lighthouse
Keep Your Friends Close and ChatGPT Closer: AI in Hospitality Sales

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5 Takeaways from our discussion

  1. Use chatbots and AI technologies cautiously, avoiding sensitive data. And remember, ChatGPT can only fetch data prior to the year 2021.
  2. ​​​Consider the ethical implications and transparency of using chatbots for content creation and disclose when appropriate. Infuse final content with personal touch and authenticity.
  3. Stay updated with developments in chatbot and AI technology.
  4. Explore other potential applications of chatbots and AI, such as research tools, to leverage their benefits in hospitality sales.
  5. It helps sales teams considerably on their prospecting efforts and can be used for travel inspiration.

Going Deeper:

One of the first questions that I brought to the group is if AI in hospitality sales is here to stay. The answer was a resounding yes. Chatbots and AI technologies have rapidly advanced in recent years from automating repetitive tasks to enhancing customer experiences.

Uses

One area where we have used AI is in copywriting emails. These technologies can analyze data and generate content that can be personalized to suit specific customer segments or target audiences. Chatbots can also be used to kickstart articles or email copy and suggest strong email subject lines to improve open rates.

In addition to content creation, chatbots and AI can also be integrated into hospitality sales operations for data analytics.

Ethics

The group also raised some ethical concerns.

  • Where is the moral line drawn between content generated by chatbots and human-authored content?
  • Should sales professionals claim the rights to content created by chatbots, or should there be disclosure when using such technology?
  • Universities are struggling to decipher content created by students as opposed to AI, thought tools are already being developed to distinguish AI generated content.

While chatbots and AI have the potential to streamline processes and enhance customer experiences, they are unlikely, in the near term anyhow, to replace the expertise and personalized touch of humans.

Questions to Think About:

  1. Are you exploring any integrations or business development?
  2. What do you see most beneficial for sales?

Further Reading:

Technology
Mercedes Blanco
Mercedes Blanco
HSMAI Sales Advisory Board Member & VP Enterprise Growth, Lighthouse

Mercedes Blanco is a C-Level Executive in Global Travel & Hospitality with a solid record on International Sales and Marketing Strategies. She has almost 20 years of experience in the hospitality industry, meanwhile volunteering at AHLA, HSMAI, THRIVE and teaching at several universities.

The Hotels Network
Supplier

The Hotels Network, a Lighthouse company, is an innovative technology company working with over 20,000 hotels around the globe. Boasting an international team of specialists with deep expertise in hospitality, product design, AI, and consumer marketing, the company offers clients a full-stack growth platform to power their direct channel. By leveraging a series of integrated tools and analytics, hotel brands can attract, engage and convert...

HSMAI (USA)
Association

HSMAI is a global organization of sales, marketing, and revenue management professionals representing all segments of the hospitality industry. With a strong focus on education, HSMAI leads the way in identifying and communicating trends in the hospitality industry. Operating as a leading voice for both hospitality and for sales, marketing, and revenue management disciplines, HSMAI connects its members with customers.

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