Everyone understands that online reviews are the lifeblood of the hospitality industry. A glowing review can draw in countless new guests, while a scathing one can send potential customers to your competitors.
NB: This is an article from Lodging Interactive
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Hotel managers know this and spend countless hours crafting thoughtful responses to guest feedback on platforms like Expedia and TripAdvisor. But what if there was a way to streamline this process, saving time and resources while maintaining a personal touch? Enter the world of AI-powered review response tools.
These innovative tools can analyze guest reviews, identify key themes (positive and negative), and even suggest personalized responses. Imagine instantly generating drafts addressing specific points guests raised, acknowledging their experiences, and offering appropriate solutions or apologies. Sounds impressive. It can be, but with a crucial caveat: human oversight is essential, and now more than ever, it’s critical to understand the risks of relying solely on AI.
AI is a powerful tool, but it’s not a replacement for human empathy and understanding. While AI can help you craft a technically correct response, it might miss nuances in tone, fail to grasp the full context of a guest’s experience, or even generate something that sounds robotic or generic. This is where the human touch becomes essential. And, as we’ll discuss, it’s also where the potential for serious consequences lies.
The Dangers of Over-Reliance on AI: OTA Deactivations and Restrictions (and Harm to Hotel’s Guest Relations)
Online Travel Agencies are committed to maintaining authentic and credible review platforms because fake or inauthentic reviews, including AI-generated reviews without sufficient human editing, can erode trust and damage their business. Therefore, OTAs are taking a firm stance against such practices. Additionally, over-reliance on AI can damage the relationship between hotels and their guests.
Imagine a scenario where a guest leaves a detailed and emotional review outlining a negative experience:
Guest Review:
“I was extremely disappointed with my recent stay at this hotel. The room was dirty, the air conditioning didn’t work, and the staff was unhelpful. I tried to address these issues with the front desk, but they were dismissive and offered no solutions. This was a terrible experience, and I would not recommend this hotel to anyone.”
Poor AI-Generated Response (Example):
“Thank you for your feedback. We appreciate you taking the time to share your experience. We are sorry to hear that you encountered some issues during your stay. We take all feedback seriously and are always working to improve our services. We hope you will give us another chance to demonstrate our commitment to guest satisfaction.”
This automated, generic response is impersonal and unhelpful as it fails to address the guest’s specific concerns. The robotic and insincere tone highlights the limitations of AI and the need for human intervention and demonstrates a lack of genuine care. This can further frustrate the guest, damage their perception of the hotel, and lead to negative reviews and bad word-of-mouth.
