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Artificial Intelligence in hotel sales: keep your friends close and ChatGPT closer

Mercedes Blanco, Director of Partnerships, The Hotels Network, Member of the HSMAI Sales Advisory Board

In the world of hotel sales, ChatGPT and other artificial intelligence (AI) technologies have been gaining attention lately for their potential to streamline processes.
It is a topic presented to the HSMAI Sales Advisory Council to see how sales leaders use it in their business practices.

5 conclusions from the last meeting on the topic of the HSMAI International Sales Advisory Council:
  • Use chatbots and artificial intelligence technologies with caution, avoiding sensitive data. And remember, ChatGPT can only recover data older than 2021.
  • Consider the ethical implications and transparency of using chatbots for content creation and disclose where appropriate. Use the final content with authenticity and a personal touch.
  • Stay up to date with advances in chatbot and artificial intelligence technology.
  • Explore other potential applications of chatbots and artificial intelligence, such as survey tools, to reap their benefits in hotel sales.
  • AI significantly helps sales teams in their prospecting efforts and can be used as travel inspiration.
Going deeper:

One of the group's first questions was whether AI in hotel sales is here to stay. The answer was a resounding yes. Chatbots and AI technologies have advanced rapidly in recent years, from automating repetitive tasks to improving customer experiences.


One area where we use AI is in email writing. These technologies can analyze data and generate content that can be customized to fit specific customer segments or target audiences. Chatbots can also be used to publish articles or email copy and suggest strong subject lines to improve open rates.

In addition to content creation, chatbots and AI can also be integrated into data analysis.

Moral principle

The group also raised some ethical questions.

Where is the moral line drawn between chatbot-generated content and human-written content?

Should sales professionals claim rights to content created by chatbots or should there be disclosure when using this technology?

Universities are struggling to decipher student-created content as opposed to AI; Thinking tools are already being developed to distinguish AI-generated content.

While chatbots and AI have the potential to simplify processes and improve customer experiences, they are unlikely to replace the personalized experience and contact of humans anytime soon.

Questions to think about:

Are you exploring any business integration or development?

What do you think is most beneficial for sales?

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