Hotel guest interaction with AI technology drives higher satisfaction—and higher success in upselling—according to research published on Wednesday by hospitality technology provider Canary Technologies.
The report, which analyzed more than 10 million AI-powered guest interactions across phone, text and chat channels at thousands of hotels, showed that guests were 11 percent more likely to leave five-star ratings when they engaged with AI during their stay. That stems from the immediate response provided by AI interactions, according to the report.
In addition, the report showed AI is driving revenue for hotels, with hotels that implement AI messaging seeing upsell revenue increase by an average of 54 percent within the first six months. About two-thirds of guest conversations analyzed were requesting more than information, and 45 percent of those interactions involved revenue-generating activities such as bookings, according to Canary. Others include servicing requests such as repairing a broken air conditioner, and Canary noted AI can more easily connect teams, so such requests are resolved quickly.
"Guests want their specific requests taken care of quickly and effectively," Canary Technologies VP of AI operations and adoption Gurtej Gill said in a statement. "Delivering on that takes agentic AI that works across every team and system on property, so hotels can deliver great service, improve operations and drive new revenue."
The report also noted that 60 percent of AI responses include context specific to guests beyond general information, according to Canary.