How Hotels Can Use AI Today and What the Aró Team Is Doing to Keep You Ahead
From personalisation to predictive analytics, AI is transforming how hotels connect with guests. The good news? You don’t need a huge budget to start seeing benefits. What matters is knowing where to focus and how fast things are shifting.
Why AI Matters for Hotels
Modern travellers expect tailored, seamless experiences at every stage of their journey. AI helps hotels meet these expectations by analysing data, automating repetitive tasks, and delivering smarter insights. The result is marketing that feels more personal, more relevant, and more efficient.
Practical Ways Hotels Can Use AI Today
Chatbots & Virtual Assistants
AI-powered chatbots can answer common guest questions instantly, from “Do you have parking?” to “Can I book a late check-out?” This reduces pressure on front desk teams while ensuring guests get fast, accurate responses.
Personalised Email Marketing
AI tools analyse guest behaviour and preferences to send highly targeted messages—such as spa offers for wellness travellers, dining experiences for food-lovers, or return-stay discounts for loyal guests.
Content Creation & Social Media Support
AI can help draft blog posts, social captions, or ad copy aligned with your brand voice, saving marketing teams hours each week.
Dynamic Pricing Insights
Revenue teams can use AI to scan competitor rates, demand patterns, and booking trends to make smarter adjustments in real-time.
Predictive Analytics
By analysing historical guest data, AI can predict when someone is likely to rebook and what kind of offer will resonate most.
What’s Changing: AI Search Is Reshaping How Guests Discover Hotels
Search is no longer just about Google’s traditional results. Travellers are now asking AI tools like Google SGE, Bing Copilot, ChatGPT—where to stay, what to do, and who to book with.
This shift means your hotel’s visibility across AI-driven platforms is becoming as crucial as your rankings in Google Search. How these tools gather, summarise, and recommend information is already influencing booking behaviour.
What the Aró Team Is Working on Right Now
To keep our hotel partners ahead of these changes, the Aró team is actively researching, testing, and building strategies for AI Search visibility.
Scope & Purpose
Our goal is to understand how new AI platforms recommend hotels, identify where competitors are gaining an advantage, and uncover opportunities to ensure your property remains front and centre when guests are planning trips.
As AI begins shaping the “Top 10 hotels…” or “Where should I stay?” answers, we want your hotel showing up consistently—and accurately.
Action Plan
Here’s how we’re approaching it:
1. Testing real guest-style searches in AI tools
We’re running queries such as “best spa hotel in [city]” or “family-friendly hotels near [landmark]” directly in platforms like Google SGE, Bing Copilot, and ChatGPT.
We record whether your hotel appears, how it’s described, and which competitors are being favoured.
2. Optimising your website for AI discovery
Based on test results, we refine:
- on-page content and structure
- FAQs that AI tools rely on
- review signals
- metadata and page clarity
This helps AI engines pull accurate, high-quality information about your property.
3. Strengthening your broader digital footprint
Because AI tools pull from many sources, not just your website, we also ensure:
- Google Business Profile is complete and current
- TripAdvisor and OTA listings are consistent
- Third-party travel sites provide accurate descriptions
- Credible sources that AI often quotes include your hotel
4. Monitoring, measuring, and adapting
We track whether your visibility in AI results improves over time and whether these changes correlate with increases in traffic and direct bookings.
This work will evolve as AI search is moving quickly, and our approach will continually adapt.
AI isn’t replacing the human touch that defines hospitality, it’s enhancing it. When used well, AI supports personalisation, streamlines communication, strengthens pricing decisions, and expands your hotel’s visibility across traditional and emerging search platforms. Independent hotels don’t need huge budgets to benefit. What matters is adopting the right tools and strategies, and keeping pace with how travellers are discovering your property.
At Áro Digital Marketing, we help hotels cut through the noise and apply AI in practical, results-driven ways. If you’d like to explore how Aró can assist with your marketing strategy, please get in touch: Contact Us.