| | 9HOSPITALITY BUSINESS REVIEWJULY 2025Similarly, AI-driven messaging -- whether through chatbots, automated emails, or personalized recommendations -- should prioritize the guest's perspective rather than the company's. A phrase like "We're excited to welcome you" is transactional in nature, reinforcing what the brand is doing rather than what the guest is experiencing. A more engaging alternative might be: "From the moment you arrive, every detail is designed for your relaxation and discovery." By shifting the focus from what the resort provides to what the guest receives, messaging becomes immersive, relational and ultimately more impactful.AI, Automation and the Future of Relational StorytellingWith the rise of AI-generated content, maintaining authenticity in digital and print communication is more important than ever. While AI can generate vast amounts of content quickly, it often lacks the warmth, nuance, experiential tone, or "voice" that defines exceptional hospitality storytelling.AI-generated responses should be reviewed with a critical communications eye to ensure they:· Use immersive, guest-centric language rather than generic, transactional phrasing.· Feel genuinely personalized rather than overly templated or robotic.· Reflect the emotional tone of hospitality -- warm, inviting and experience-driven -- rather than rote, purely informational, or overly corporate.For example, if an AI-powered chatbot generates the message: "We offer free Wi-Fi, 24/7 room service and premium bedding for all guests," it could be refined into: "Stay connected with complimentary, high-speed Wi-Fi, enjoy gourmet dining delivered to your suite any time of day and sink into the comfort of premium bedding designed for your best night's sleep."In another example, instead of a standard AI-generated email that says: "Based on your previous stay, we recommend these activities," a more engaging approach might be: "During your last visit, you discovered the magic of the resort's private beach cabanas. This time, why not explore a sunset cruise tailored just for you?"By integrating AI-driven personalization in a thoughtful way, hospitality brands can ensure that even digital interactions reflect the warmth of in-person service.Personalization That Feels PersonalThe promise of AI-driven personalization is powerful, but its execution must be thoughtful. Consumers can tell the difference between a message that is truly curated for them and one that is simply pieced together by an algorithm pulling from a data set. The last thing we want is for a guest or customer to feel like we've acted or reacted based on collected data.By leveraging guest data in a way that feels human and connected rather than mechanical, hospitality brands can create a digital communications experience that mirrors the warmth of in-person service.Crafting guest-centric narratives isn't just about rewriting marketing copy -- it's about redefining how hospitality brands engage with travelers. By flipping the script and making experiential storytelling the foundation of communication, brands can foster deeper connections, enhance guest engagement and create memorable interactions that last far beyond the departure date. Crafting guest-centric narratives isn't just about rewriting marketing copy -- it's about redefining how hospitality brands engage with travelers
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