Frank Reeves, Co-founder and CEO of hotel technology company Avvio explains how the use of artificial intelligence in technology will revolutionise the industry.
Since its launch in 2002, Avvio has grown year-on-year by continuously developing and investing in cutting-edge technologies, including most recently the use of artificial intelligence (AI) to create the next generation of booking engine. This technology allows more direct bookings for hotels, whilst reducing dependence on travel agent channels. We’ve found this unwavering focus on conversion optimisation, has ensured that Avvio is at the top of its field; revolutionising and innovating the market.
Last month we launched the world’s first AI-powered booking engine, Allora, which established Avvio as the innovators in direct booking technology. Built over 18 months, Allora uses Learning Models to analyse large volumes of data and identity which variations will yield the best booking engine configuration. In addition, it focuses on personalisation which is a critical factor for hotels, their customers, and the hospitality industry as a whole; and something that technology, until now, has not been able to offer.
Trend reports too are now beginning to identify that AI and digital technology can help consumers when it comes to smart destination intuition, and thus reshape the way we research, book and experience travel – an opportunity Avvio has been maximising through tools such as PPC, remarketing and SEO.
As hotels sit on large tranches of information that they typically do not have the manpower to crunch, the opportunities implemented by AI and Machine Learning are endless. With this technology, we now have the ability to use and analyse data to create personalised relevant experience for potential hotel customers; and create a tailored journey which will allow people to feel a stronger connection with certain hotels, and in time, increase the incentive to book.
By personalising the user experience, hoteliers are able to better meet guest needs, target the right audiences and therefore attract genuine prospects; whilst a sophisticated Recommender Engine moves the booking journey away from the one-size-fits-all model of today, by making it dynamic and tailored to each shopper’s needs and interests – allowing people to find what they are looking for faster.
Personalised messaging can also be developed from customer behaviours and insights to make hotels stand out from the crowd, and help turn one-off customers into local guests. It helps generate more repeat business, fosters brand loyalty, and encourages word-of-mouth recommendations. Machine Learning is able to automatically build up a 360-degree profile of each guest, creating a unique journey experience, and curate a unique experience for each visitor – we simply can’t continue to have the same conversation with everyone who visits our website!
In today’s digital marketplace, customers expect a business to know everything about them, their likes and dislikes, particularly when it comes to travel – so hotels need to accumulate this data to improve the relevance of their sales and marketing communications. And by enhancing the customer experience, hotels will simultaneously gain more direct revenue, attract real prospects, and optimise future loyalty.