Unlocking Hotel Business Growth with Generative AI: A Cook Islands Case Study

Generative AI, a branch of artificial intelligence that can create new content such as text, images and audio, has the potential to enhance nearly all aspects of the hotel business by aiding in daily productivity and guiding staff discussions and brainstorming sessions. This is the vision of Tata Crocombe, owner of three resorts in the Cook Islands, who shared his experience with generative AI at the 2023 HITEC conference.

Crocombe said he uses a tool called ChatGPT, which is based on a large language model developed by OpenAI, to answer guests’ questions in a more detailed way than traditional chatbots and to provide responses to online customer reviews. He also uses it to generate ideas for marketing campaigns, menus, events and more.

He said generative AI has helped him resolve problems that have been bugging him for decades, such as finding the right words to describe his resorts or creating catchy slogans. He also said generative AI has improved the performance of his staff, who use it as a productivity tool and a source of inspiration.

Crocombe said he believes generative AI will lead to a golden age in hotels, as it will enable more personalized and engaging experiences for guests and more efficient and creative operations for hoteliers. He said he is confident that independent hotels like his can benefit from generative AI, as it is accessible and affordable.

He also said he is excited about the future possibilities of generative AI, such as creating virtual tours, interactive games and immersive stories for guests. He said he hopes more hoteliers will embrace generative AI and explore its potential.

Sources: AirGuide Business airguide.info, msn.com, costar.com, eyefortravel.com