With everything now touched, created, managed by AI, is hospitality prepared to delegate customer reviews to AI?.

Reviews written by AI, moderated by AI, and ultimately evaluated by AI? AI influencing hotel ratings and recommendations throughout the travel ecosystem?

Here is my take:

I am a firm believer that the hotel reputation directly affects the price the hotel can charge for its rooms. Value = Quality Perception / Price - this simple mathematical equation has lived for thousands of years…

A decade-old study of ReviewPro and Cornell University proved that there is a direct link between the hotel sentiment index (how travelers perceive a property via their customer reviews) and revenue management (how the hotel prices its rooms).

The study even came up with a concrete formula: if your sentiment index is trending up by X points, you should increase your rates by Y.

So, how can AI help with the hotel online reputation management (ORM)?

AI can supercharge the property's ORM efforts and vastly improve productivity. No wonder all of the major ORM tech vendors like Revinate, ReviewPro, TrustYou, etc. now offer their own AI-powered platform that automatically analyzes guest feedback, crafts smart responses, and transforms reviews into actionable insights and marketing gold.

Typically, these AI platforms include two crucial functions:

• Response AI: Automatic responses to reviews with AI that analyzes sentiment, personalizes guest interactions, and ensures consistency.

• Sentiment AI: Generate actionable insights from reviews & surveys.Benchmark your online reputation against the competition.

Max Starkov
Hospitality & Online Travel Tech Consultant & Strategist

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