The Role of AI Chatbots in Transforming Guest Engagement and Marketing in Hospitality

Abstract

With rapid AI advancements, AI chatbots have become vital for hotels to enhance customer experience and optimize marketing strategies. This chapter examines AI chatbot integration in hotel marketing, its impact on customer experience, and implementation strategies. Through literature and case studies, it highlights AI chatbots' roles and challenges in hotel marketing and offers strategic solutions to technical, user acceptance, management, operational, and socio-cultural issues. AI chatbots personalize services, boost operational efficiency, and enhance customer satisfaction and loyalty by understanding and responding to customer needs. They provide instant information and solutions, offering more humane and efficient services. Additionally, AI chatbots help hotel management better understand customer behavior and preferences, leading to accurate market positioning and service optimization. This chapter explores how AI chatbots transform guest engagement and marketing in the hotel industry and provides strategic recommendations and a research agenda for further exploration.