How can hotels leverage ChatGPT & AI?

ChatGPT, the latest technological sensation, has the potential to revolutionise how we access and utilise information. Developed by OpenAI, this tool combines machine learning (ML) and artificial intelligence-powered (AI-powered) natural language processing (NLP) to assist users in answering questions, composing emails, generating content, and much more. As the chatbot is currently in its research and development phase, the ChatGPT-3.5 model is free and open to all, while the advanced ChatGPT-4 comes with varied pricing plans.
 

ChatGPT in hospitality: Is it here to stay?

Throughout history, technologies have evolved, some becoming obsolete while others endure. Early fears and anxieties about personal computers in the 1980s and scepticism about the telephone’s communicative capabilities are reminiscent of current concerns surrounding ChatGPT’s impact on employment worldwide. However, such worries seem premature. Just as the advent of Microsoft Excel didn’t replace accountants but rather enhanced their productivity, ChatGPT holds promise for transforming how we interact with technology.

At Simplotel, we’ve explored ChatGPT’s potential for content creation on hotel websites, finding it to be a powerful tool. While still experimenting with its capabilities, we’ve observed both successes and challenges, including the need for providing it with detailed instructions and occasional inaccuracies in provided information from the chatbot.

Beyond ChatGPT, AI in the hospitality industry is being explored for various applications. For instance, AI tools are being tested to enhance visual content — images and videos — on hotel websites, aiming to make them more appealing to potential guests. At Simplotel, we envision a future where our customers are able to create promotional offers by only saying the words, “Create a long weekend offer for my hotel”; and our technology handles the rest. This may sound like science fiction, but doesn’t all innovation begin with this idea?
 

How to harness the potential of ChatGPT & AI in hospitality?

The value of unleashing the potential of ChatGPT is by asking the right questions: How would ChatGPT impact hospitality marketing? As more users start asking questions instead of searching, would website content now need to be ChatGPT-optimised just as SEO?

Looking ahead, ChatGPT holds the promise of increasing engagement, providing real-time multilingual support, analysing guest behaviour on the website, and facilitating seamless booking journeys — through handling of reservations, availability of pricing and inventory information, and integration with other hospitality technologies. We also foresee AI for hotels where rooms are powered by better conversational AI to help with check-ins and checkouts.

In conclusion, while ChatGPT and AI technologies may raise questions and concerns, they also offer immense potential to streamline operations, personalise the online booking journey, and drive revenue growth in the hospitality sector.