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In an era where technological advancements are not just innovations but revolutions reshaping industries, Artificial Intelligence (AI) stands at the forefront, heralding a new dawn for hotel marketing. The recent International Tourism Fair (FITUR) in Madrid became the epicentre of this transformative wave, hosting a pivotal roundtable discussion titled “Artificial Intelligence in Hotel Marketing: Real Use Cases.” This event, co-organized by BEONx and Hotelverse, brought together luminaries from the hotel industry to delve into AI’s practical applications and future perspectives in enhancing hotel marketing strategies.

Lorena Nieto, an Enterprise Account Executive at Google, moderated the discussion, which featured insights from Gabriel Bergas of Bahia Principe, Juan Campins of RIU, Sergio Juan Lozano of HYATT, and Jaume Vidal of Barceló Hotels. Each participant brought a unique viewpoint on how AI is an emerging trend and a fundamental shift in the hospitality industry’s approach to marketing, customer service, and overall operational excellence.

Gabriel Bergas boldly initiated the dialogue, asserting that AI is a genuine revolution, far from a fleeting trend like augmented reality. Bergas highlighted the significant impact of generative AI on enhancing worker productivity and creativity. His vision is clear: AI will soon become ubiquitous and indispensable in achieving tangible business outcomes.

Echoing this sentiment, Juan Campins of RIU emphasized AI’s potential to revolutionize customer service through personalization and automation at scale. Campins sees generative AI as a tool that optimises internal processes and significantly improves the customer experience.

Sergio Juan Lozano from HYATT spoke about the impending revolution AI promises, focusing on its capability to refine processes, cut costs, and boost revenue. For Lozano, what we see is merely the tip of the iceberg, with untapped potential.

Jaume Vidal of Barceló Hotels brought attention to the data-driven nature of AI, underscoring the shift towards leveraging data for informed decision-making and profitable strategies. The emphasis on data highlights AI’s role in transforming industry practices, making every decision more strategic and customer-centric.

The discussion also covered identifying and focusing on specific use cases where AI can significantly impact customer experience and employee productivity. Success in AI projects, as Gabriel Bergas pointed out, hinges on the ability to measure outcomes accurately, underscoring the need for clearly defined Key Performance Indicators (KPIs) tailored to each use case.

Participants shared several AI use cases within their companies, ranging from enhancing the voice of the customer to personalizing digital storefronts and improving call centre efficiency. These examples underscore the versatility of AI in creating more engaging customer experiences and streamlining operations.

A recurring theme was the importance of training and change management to harness the full potential of AI technologies effectively. As AI reshapes roles and workflows within the hospitality industry, continuous learning and interdepartmental collaboration emerge as critical factors in navigating this technological revolution successfully.

The FITUR roundtable showcased the practical applications of AI in hotel marketing and set the stage for a future where technology and human ingenuity converge to create unparalleled customer experiences. As the hospitality industry embraces AI, the focus remains on strategic adaptation, continuous training, and identifying profitable use cases, ensuring that the journey towards technological innovation leads to success.

The insights from this discussion at FITUR paint a picture of an industry on the cusp of a significant transformation. As hotels worldwide begin to navigate the AI wave, the lessons shared by these industry leaders offer a roadmap for embracing change, enhancing customer engagement, and driving operational efficiency in the age of artificial intelligence.