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It's Time for Hotel Marketers to Put AI to Work

Asking whether hoteliers should use generative AI tools like ChatGPT, Microsoft Copilot, or Google Gemini to help plan and execute content in 2024 is a bit like asking whether we should use a property management system to handle rates and inventory. You probably can get by without it, but it's a genuinely bad idea. Let me ask you this: Do you think the smartest hoteliers ignore helpful technology in their marketing and content development practices? What about the OTAs? Of course not. 

Tim Peter
View by Tim Peter, Founder & President, Tim Peter & Associates, Tim Peter & Associates, LLC
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The Art of Delegation: Connecting Andy Warhol's (Human) Assistants to ChatGPT

Can ChatGPT Replace Human-Created Hotel Marketing Content? 

Short answer: Yes.

Long answer: Faced with the threat of human obsolescence in the creative sector, I believe the considerations I have previously expressed regarding the future of hospitality also apply to content creation. In an article titled "The Hotels of the Future: Anthropocentric, Technocentric, and Hybrid," I discussed the possibility that, in the near future, three types of hotels might coexist, differentiated not by stars or reputation but by the percentage of biological staff employed. This perspective offers an intriguing parallel with the content creation sector, where I believe two likely scenarios will emerge: on one hand, content produced entirely by humans could become a luxury ("Human-as-Luxury"), sought after for its authenticity and intrinsic value, similarly to the contemporary appreciation for traditional craftsmanship. On the other hand, the figure of the content "creator-as-director" emerges, who utilizes artificial intelligence models to execute content, thereby redesigning the human role from creator to project manager. This discussion is more easily understandable, I believe, by looking at the world of art (which is the purest and least vile form of content creation):

Simone Puorto
View by Simone Puorto, Head of Emerging Trends and Strategic Innovation, Hospitality Net
Max Starkov
By Max Starkov
Expert Views (12)
Adam Mogelonsky
Adam Mogelonsky, Partner, Hotel Mogel Consulting Limited

Yes and no. A good comparison to rationalize how GPTs will be used by hotel marketers is to look back at the advent of front-end CMSs and visual composers for websites. Not only did these greatly reduce the costs of website development and updates, but now marketers could directly make simple edits on the fly, allowing them to test different copy / images.

Frederic Gonzalo
Frederic Gonzalo, Travel & Hospitality expert. Digital Marketing & Strategy Speaker and Consultant, Gonzo Marketing

Tools like ChatGPT or Google Gemini are phenomenal copywriters and should be used as enablers, tools to make our work easier, quicker, and more creative. Thus, it's not a matter of hoteliers "replacing" content creators with generative AI tools but rather making the most of them to become more productive and efficient.

Mark Fancourt
Mark Fancourt, Co-Founder & Principal Consultant, TRAVHOTECH

Yes, these tools can provide a significant degree of heavy lifting. With a little more training and relevant targeted content these tools can also pick up on levels of nuance and style. Although care should be taken to ensure that the produced information is not in some ways plagiarized from the existing reference pool of content.

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Press Release

BU School Of Hospitality Administration To Bestow Icon Award To Padma Lakshmi

Boston University School of Hospitality Administration (BU SHA) is proud to announce that the fourth annual ICON award will be presented to Padma Lakshmi, an Emmy-nominated producer, television host, food expert, and a New York Times best-selling author, as well as one of Time Magazine’s 100 Most Influential People (2023).

Boston University School of Hospitality Administration
Boston, Massachusetts, United States
Press Release

HSMAI Celebrates 67th Annual Adrian Awards

The Hospitality Sales and Marketing Association International (HSMAI) honored travel marketing excellence at the Adrian Awards Celebration on Tuesday, February 13, at the New York Marriott Marquis in New York, NY with more than 500 industry and agency executives in attendance. This year, the 67th annual competition focused on WanderLOVE, highlighting the most creative and successful campaigns that spark a love for travel and ignite a desire for exploration, and celebrated the people behind the work.

HSMAI (USA)
United States
Press Release

Hunter Hotel Investment Conference Marks Its 35th Year by Honoring Bob Hunter

The Hunter Hotel Investment Conference (“HUNTER” or “Hunter Conference”) is pleased to present Bob Hunter, Founder of Hunter Hotel Advisors and Hunter Conference, with the 2024 Hunter Conference Award for Excellence and Inspiration. Each year, the award recognizes a hotelier who exemplifies exceptional leadership, citizenship, and innovation. From his start as a hotel broker to founding a nationally attended conference that hosts over 2,000 attendees, Bob Hunter has been a leader that has pioneered relationship-driven business and results.

Hunter Hotel Advisors
United States
Ad Guide
The next-gen metrics that move hotel P&L

Hotel tech has changed what's possible – and measurable. RevPAR and ADR aren't enough; discover the metrics that really matter. 
Mews
Press Release

PEEPS® Brand Invites Fans to Stay in the First-Ever "PEEPS® Sweet Suite"

To kick off the Easter season, the PEEPS® Brand, the iconic Marshmallow candy brand synonymous with the spring season, is offering fans the sweetest experience of a lifetime! PEEPS® has teamed up with Home2 Suites by Hilton Easton, just a bunny's hop away from the one and only PEEPS® headquarters, to unveil a one-of-a-kind, fully immersive stay for fans of all ages: the PEEPS® Sweet Suite! The PEEPS® Sweet Suite will transport fans to an Easter wonderland filled with playful PEEPS® decorations, whimsical furnishings, and an irresistible taste of the PEEPS® 2024 flavor lineup.

High Hotels Ltd.
United States
Ad Tambourine One
All you need is one.

Some call it a website with a booking engine built in. Some call it a booking engine with a website built in. We call it One.
Tambourine
Press Release

AHLA Foundation Hosts 6th Annual Gala to Celebrate Hotel Workforce

AHLA Foundation yesterday hosted its 6th annual Night of a Thousand Stars gala honoring leaders in the hotel and lodging industry – including property-level talent who embody the spirit of hospitality. The event raised nearly $1 million to support AHLA Foundation initiatives aimed at strengthening industry’s workforce and included the Stars of the Industry Awards, commemorating winners for their service to the industry.

AHLA Foundation
United States
Supplier News

Built In Honors IDeaS in Two 2024 Best Places to Work Awards

IDeaS, a SAS company, the world’s leading provider of hotel revenue management software and services, announced today recognition in Built In’s 2024 Best Places to Work. The company earned two awards: U.S. Best Places to Work and U.S. Best Midsize Places to Work. The annual awards program includes companies of all sizes, from startups to those in the enterprise tier, and honors remote-first employers and companies in large tech markets across the U.S.

IDeaS
United States
Press Release

115 Million Americans Expected to Travel Over Christmas, New Year’s

AAA projects 115.2 million travelers will head 50 miles or more from home over the 10-day year-end holiday travel period*. This year’s total number of domestic travelers is a 2.2% increase over last year and the second highest year-end travel forecast since 2000, when AAA began tracking holiday travel. 2019 remains the busiest Christmas and New Year’s travel period on record with 119 million travelers.

AAA (the American Automobile Association, Inc.)
United States