Wars. Inflation. Infrastructure failure. In spite of difficult times, consumers are making a conscious decision to choose ‘Joy’.
Most important factors in hotel guests' acceptance of AI technology
By our News Team | 2023
Over the past couple of years, artificial intelligence (AI) has greatly improved hotel operations and efficiency by automating processes such as booking and contactless check-in, allowing staff to focus on providing premium, personalised experiences to guests faster and at reasonable prices.
In a new study from the University of Houston in the US, Professor Cristian Morosan and his former doctoral student, Aslihan Dursun-Cengizci, are shedding new light on just how accepting hotel guests are of AI technology.
“We looked at a number of things that could influence customers when they delegate some of their decisions to AI,” Morosan said. “And the most important factors were perceived ethics, followed by benefits. For instance, it is important for hotels to be accountable and transparent about data privacy and security to ensure AI is used ethically and responsibly.”
CAPTION + PHOTO CREDIT:
Image by Rodrigo Salomón Cañas from Pixabay
AI makes a dinner reservation based on your past history
Explains Morosan: “Imagine you arrive at the hotel; you’ve already checked in and got your mobile room key and you don’t have to wait in line at the front desk. And now, based on what it knows about you, the AI has already made a dinner reservation for you.”
AI can also improve hotel revenue management by determining the best room rates in real-time to help maximise profits and provide in-depth data analysis to help operators leverage customer information to strengthen marketing systems.
But hospitality establishments must also be keenly aware of the risks of AI technology on the guest experience. According to Morosan, they want to know the AI is making the right decision for them.
“When guests perceive the AI decision as unethical or incompetent, it has a negative impact on their experience and willingness to engage with it.
“The bottom line is consumers are ready to accept AI technology in their travel experiences. The more hotels focus on the ethics and benefits of the decisions the AI makes, the more likely consumers would use the technology and incorporate it into their entire experience. It just needs to be integrated with humans because they’ll always want that personal touch.”
You can find out more about the study here.
Department of Outdoor Advertisement & Signage becomes one of 11 new members as WOO’s global membership surges.
The most effective strategy to boost email results is email list segmentation. Also test each mail beforehand and avoid bombarding people.
Worryingly, researchers find that 92% of content marketing ads served during one EPL weekend breached key advertising regulations.
An increase in fake reviews and false information, as well as flouting of consumer protection laws, are all possible results of the AI boom.
As tougher times bite, only 10% of CMOs believe their marketing investments will enable them to emerge better off than their competitors.
On-the-Go stores will extend the brand and be located on TotalEnergies service station forecourts to cater to motorists and busy consumers.
The social media platform’s ad revenue is up 25.8% year-on-year and is forecast to total US$71-billion for 2024.
Alliance offers a simple, fast and convenient experience for consumers to buy groceries online, with orders being delivered within an hour.
Consumer must feel that buying the product will somehow elevate them so that they sit more squarely alongside the influencer they follow.
What are the key things that people consider before buying online? Researchers find that the computer mouse holds important clues.