Generative AI in hospitality can be understood as an advanced digital assistant that operates continuously, using data patterns to generate original text, images, ideas, or responses for guests. Unlike traditional AI, which only analyses or classifies information, generative AI can produce new outputs such as personalised messages, dynamic pricing recommendations, or marketing materials specifically adapted to each guest.
From composing tailored welcome messages to building itineraries or suggesting room upgrades, it acts as an intelligent system that understands each guest’s preferences.
In hotels, generative AI automatically and personally communicates with guests, manages room sales, and supports hotel operations. It can write messages for guests, recommend additional services, design itineraries based on their interests, or summarise guest feedback. Some systems even create promotional visuals or simulate chatbots that adapt their tone and language to each interaction.
By connecting with PMS, CRM, and booking systems, generative AI uses real-time data to make better-informed decisions, such as recommending upgrades or identifying demand trends in advance.
Generative AI is not limited to automation, it enables the creation of contextually relevant and natural interactions with guests. This technology enhances collaboration between departments such as marketing, revenue management, and guest relations, ensuring a more consistent and personalised experience.
Viqal’s conversational AI applies this technology to create natural voice and chat experiences. It enables hotels to communicate with guests automatically yet personally, aligning each response with guest intent and real-time hotel data.
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