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The new, updated 7th edition of HSMAI’s Certified Hospitality Digital Marketer (CHDM) study guide—Hospitality Digital Marketing Essentials—will be published in just a few weeks. This edition features fresh insights, tools, and strategies to help hospitality professionals thrive today and for years to come with a strong emphasis on emerging technologies and their impact on hotel marketing.
Get a sneak peek with the following excerpt from the all-new chapter on Artificial Intelligence—and make plans to earn your own CHDM certification.
Generative AI in Action
Understanding how generative AI works is just the beginning. The true value of this technology lies in its applications. For hotel marketers, generative AI bridges the gap between complex data processing and tangible outcomes, enabling them to solve real-world challenges, enhance creativity, and deliver exceptional guest experiences. By translating these technical capabilities into practical tools, generative AI empowers hospitality professionals to innovate across marketing, guest engagement, and operational efficiency.
Content Creation for Marketing
Generative AI has revolutionized how hotels approach content creation, making it faster, more personalized, and cost-effective. AI tools like ChatGPT and Jasper can craft engaging captions, hashtags, and stories tailored to specific platforms and audiences. For example, a boutique hotel might use generative AI to create Instagram posts highlighting its unique features.
AI-generated blogs can attract potential guests by providing travel tips, destination guides, or behind-the-scenes hotel insights. These articles can be optimized for SEO to drive organic traffic. Tools like DALL·E and Canva AI generate eye-catching visuals, including room mockups, promotional banners, and themed imagery for campaigns.
The benefits of leveraging AI for content include time efficiency, personalization, and cost savings:
- AI creates high-quality content in minutes, freeing marketing teams to focus on strategy.
- AI-generated content can be tailored to specific guest demographics, enhancing engagement.
- Reduces the need for outsourcing creative tasks, cutting overall marketing expenses.
Personalized Guest Experiences
Generative AI enables hotels to deliver hyper-personalized guest experiences by crafting customized communications and recommendations. Tools like Google’s Performance Max use AI to create and optimize ad campaigns across multiple platforms, improving reach and direct bookings. AI can generate personalized emails based on guest preferences and booking history. For example, a returning guest who previously booked a spa package might receive an email offering a discounted spa upgrade for their next stay.
You can use AI to create personalized travel itineraries that align with guests’ interests, such as local cultural experiences, family-friendly activities, or luxury dining recommendations. Generative AI also powers virtual assistants to respond to guest inquiries, suggest activities, or provide detailed information about hotel amenities.
AI leverages guest data to deliver insights and create meaningful interactions. Using those insights to deliver customized guest experiences can bring multiple benefits including enhanced loyalty and improved guest satisfaction:
- Personalization fosters stronger connections with guests, encouraging repeat visits.
- Tailored recommendations and services address individual preferences, elevating the overall stay.
Streamlining Operations and Training
Beyond guest-facing applications, generative AI is transforming internal operations and employee training within the hospitality sector. AI can generate employee training content, such as video tutorials, role-play scenarios, and step-by-step guides for handling guest interactions. This ensures consistent and efficient onboarding processes. AI-driven chatbots streamline operational efficiency by handling common inquiries about bookings, amenities, or local attractions, reducing the workload on staff.
Benefits of using AI in operations and training include consistency and cost reductions:
- Standardized training and reporting ensure uniform quality across all operations.
- Automating routine tasks allows staff to focus on high-value activities, improving overall efficiency.