AI, or discussions about AI, are seemingly everywhere right now – but when is AI going to prove useful to independent hoteliers?

It’s fair to say that the hospitality industry has often been reactive in its approach to technology adoption. Playing catch-up rather than leading innovation and this appears to be the case with AI.

We are in the early stages of a new wave of technology with Artificial Intelligence and this technology is moving faster every day. This means that it’s vital that hoteliers work with key partners to make sure that they are not left behind.

We have seen it provide tremendous efficiencies in operations, guest communication and other areas, but how is AI going to be used to deliver direct bookings to hotels?

At BWH Hotels GB we understand that there is clearly great potential for AI integration into booking platforms. We have seen developments with companies like ChatGPT making strategic moves into e-commerce and Perplexity adding shopping features. These platforms haven’t perfected hotel bookings but when this integration does happen, it may fundamentally alter how guests discover and book accommodation.

Unfortunately for independent hotels, online travel agents (OTA) are positioned to capitalise on this shift first. Possessing both the technological expertise and resources to move quickly when AI-powered booking becomes mainstream.

Their ability to integrate seamlessly with emerging platforms could further consolidate their market dominance. Potentially capturing even more market share from independent properties.

BWH Hotels has invested significantly into key areas such as the booking website and cybersecurity to help our partners with these advances in tech. This is because, without the technological infrastructure or expertise to compete directly with OTAs on emerging platforms, hotels risk becoming increasingly invisible to potential guests.

The factors holding hotels back from smarter technology investments include: legacy systems that resist integration, difficulty measuring return on investment and lack of internal technological knowledge.

The solution may mean hoteliers being more proactive about adopting technology. Hotels must begin preparing now for changes that may not fully materialise for months or years.

This preparation involves building technological foundations that can adapt to future developments and establishing partnerships that provide access to cutting-edge solutions. It also includes developing internal capabilities to evaluate and implement new technologies effectively.

This is why strategic partnerships with brands – particularly one that invests in technology on behalf of their members – have become increasingly valuable.

These relationships allow independent properties to access sophisticated technological capabilities without requiring individual investment in complex systems or specialist expertise.

Hoteliers should look for a brand that has expertise in various tech segments. They should have an internal team working on integrations with existing hotel technology to ensure seamless transitions of data. These partners will also have in-house developed platforms that drive business into your properties.

If independent hotel owners can find a partner who will work on doing the heavy lifting on integrating AI into their booking – they can focus on what they do best.

Delivering superior guest experiences.