In late November 2022, OpenAI unveiled ChatGPT to the world, calling it a trained model that interacts in a conversational way. I’m sorry if the title of this article misleads you, but heads up, this is not an article about ChatGPT. It’s an article about how conversational bots based on Large Language Models (LLMs) can shape the future of the hospitality industry.
Unlike many other technologies, this is a breakthrough that virtually everybody can understand and see many uses, a key one being online search. It’s simpler to pose a question and get a straight answer, rather than browse through different websites looking for that specific piece of information that we need.
If what ChatGPT shows us is a glimpse of a not-too-distant reality, where we will have conversational bots helping us, it can indeed change the way we search for information. And one of the things we search for information about is hotels.
How could Conversational Bots influence the Guest Search Experience?
When researching destinations and accommodation options, we conduct the search in an aspirational way until we have a shortlist, or at least a more precise idea of the hotel where we want to stay. At this stage, we start looking for reviews and doing some comparisons to make a decision. Soon, we will probably have bots helping us do these tasks.
I personally don’t think that a Bot helping me complete a reservation on a hotel website improves my experience. Typically, I prefer to just go to the Booking...
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