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AI Use Cases

AI for Hotels

What the route looks like for a group where the general managers are already replying to reviews with a free tool, and head office wants to know what else those accounts can reach. Then nineteen places the work could change once the rules exist.

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Worked example

A general manager found a faster way to answer reviews

Six steps, from the first question to AI in daily use and kept running.

A general manager at one of the properties has found a faster way to answer reviews. The replies are good, the scores have gone up and head office only finds out when a guest's complaint response arrives with a line nobody at the group would have written. The operations director asks the obvious question: what else has that tool been given?

That is the moment the route is built for, with one property ahead of the policy and the brand audit a quarter away. What follows is what happens next for a group with a head office covering operations, sales and marketing, several properties with their own general managers, a brand or a franchisor with standards to meet, card data and registration cards under the card schemes' rules, Microsoft 365 or Google Workspace underneath it all, and a front line that turns over. These examples are invented, and the findings are the ones we would expect in a group like yours.

Govern

The snapshot tells head office what the properties have been using.

The readiness snapshot finds personal accounts on free tiers at three properties and in the head office marketing team, most of them used to reply to reviews, and one general manager pasting registration card details in to draft a complaint response. None of it is misconduct. The half-day workshop with the group leadership produces the policy, the register of approved tools and the one-sentence rule on guest data.

You hold: A property-by-property picture of what is in use, a one-page summary for the group board and a policy to send to the brand or franchisor that asks.

Stays human: Whether general managers may use any AI tool at all before the properties are connected. Your group leadership decides that in the room, and the policy says what they decided.

Adopt

Head office goes first and learns the brand's voice.

The operations director, the head of sales and the marketing lead connect to your Microsoft 365 or Google Workspace under a signed waiver that names them and caps the team. A company voice skill is built from how the brand speaks to guests, so a first draft sounds like the group and never like a template. The properties are deliberately outside this cohort.

You hold: A connection for those three at head office, the brand voice skill and the result of a test on one of your review replies and one of your group booking proposals.

Stays human: Every reply to a complaint and every commitment in a proposal. The skill carries the voice, and the manager owns the guest.

The review

No property is connected until joiners and leavers are automated.

The general managers want in, because reviews are where the repeated writing is. Front-line turnover is what makes that unsafe. The review checks what property accounts can already open, and finds shared logins at reception, leavers whose access lingers and a folder of registration cards open to every property.

You hold: Named logins at reception, a locked registration folder, joiner and leaver handling automated across the properties, and only then a cohort of general managers.

Stays human: Which properties go first and on what terms. The waiver the group leadership signed covers head office, and a property cohort gets its own.

Discover

Review replies rank first and commission reconciliation goes back.

Workshops with the general managers and the sales team produce a ranked list. Review replies in the brand's voice rank top, because the before is measurable and the manager reads every one before it goes out. Group booking proposals rank second, because the rate card and the previous proposals already exist. Reconciling online travel agent commission is sent back, because the exports and a rule do that.

You hold: The ranked list, with commission reconciliation marked as sent back and the export rule that replaces it named.

Stays human: What comes first. It is scored against the group's year, with the conference season and any opening in it, and the operations director agrees it before anything is built.

Make and Test

Two skills, tested on a month of guest reviews and the last three proposals.

The review skill is built from your best replies, the proposal skill from your rate card and your previous proposals, both in the tools your people already open. Test is us running a month of guest reviews and the last three proposals through the skills and setting the output against what the team would have sent, with the operations director and the head of sales seeing the result. If either skill does not do the job, it goes back to Make.

You hold: The review skill and the proposal skill, each with the result of a test on your own work, and no figure from us about review scores.

Stays human: Every rate, every availability commitment and every word to a guest who has complained.

Trackside

The properties' tools are watched and the brand voice keeps learning.

We keep the connection and the two skills working, watch for new unapproved tools on the domain, keep the policy current as tools change, and feed the review replies that got rewritten back into the skill. Head office joins the monthly shared session, and the general managers join once their cohort is live, which is when the property-level candidates start to appear.

You hold: A service with a named person watching for drift across every property, so a new tool at reception is noticed before a brand audit notices it.

Stays human: All guest payment and identity data. No tool touches it, and the policy says so in its first rule.

See your hotel group in this? Book thirty minutes →

Potential AI candidates

Pick the part of your hotel group you are thinking about

Nineteen pieces of a group's week across guests, group sales, marketing, operations, people and finance, each with what changes and what stays with the general manager or the revenue team. Rate setting and guest payment data each appear once on the list and are marked apart.

Part of the business

Verdict

19 candidates, across 7 parts of the business.

Guest relations and reviews

Replying to online reviews in the brand's voice

AI candidate

A first draft in the brand's voice that refers to what the guest said, for the manager to make their own and send.

How it works today, and what stays human
The work today
Every review gets a reply, written by a general manager at the end of a shift or by a head office team working through a queue.
Stays human
Every reply to a complaint, and anything that touches a guest's safety, a refund or a legal position.
In place first
A head office cohort. Property teams come later, once joiner and leaver handling is automated.

Answering pre-arrival questions

AI candidate

Drafts from each property's own published information, with anything not covered flagged for a person.

How it works today, and what stays human
The work today
The same questions about parking, check-in times, cots, dogs and late arrivals reach every property every day.
Stays human
Anything about an access need, a special occasion or a guest who is already unhappy.

Handling a complaint

Stays with a person

a person from the first word

Nothing at the moment it happens. A complaint is a relationship, and the person in front of the guest owns it. What changes later is the write-up, which a tool can draft from the manager's notes.

How it works today, and what stays human
The work today
A guest writes in after a bad stay, or says it to the duty manager's face.
Stays human
The conversation, the apology and any compensation.

Group sales and corporate accounts

Proposals for group bookings and events

AI candidate

A first draft from your rate card, your venue specifications and your previous proposals, for the sales manager to price and shape.

How it works today, and what stays human
The work today
Each request for a conference, a wedding or a tour group gets a proposal written from scratch under time pressure against competing venues.
Stays human
The rate, the availability and every commitment in the proposal.

Answering a corporate account's RFP

AI candidate

Draft answers from your documented positions and previous responses, with anything you have no position on flagged.

How it works today, and what stays human
The work today
A corporate buyer sends a request for proposal with the same forty questions every chain has to answer, and it lands on whoever has capacity.
Stays human
Every rate, every commitment and every claim about a property.

Chasing provisional bookings before they lapse

Plain workflow wins

A report and a reminder rule in the sales and catering system the group already runs. No AI in it.

How it works today, and what stays human
The work today
Someone works through the bookings calendar looking for options about to expire.
Stays human
The call.

Marketing and the properties

Property pages and listings that sound like the brand

AI candidate

Drafts in one brand voice from each property's facts, for the marketing team to check and publish.

How it works today, and what stays human
The work today
Each property's description gets written by whoever is available, so the group sounds like several different companies.
Stays human
Every claim about a facility, a view or a distance. A guest will check.
In place first
A company voice guide, which is built during Adopt.

Restaurant menus and food and drink descriptions

AI candidate

Descriptions in the brand's voice from the chef's own notes, for the chef to approve.

How it works today, and what stays human
The work today
Menu copy gets written by the chef or the food and beverage manager between services.
Stays human
Allergens and every ingredient claim. A wrong allergen line is a safety matter and a person owns it.

Seasonal campaigns across the properties

AI candidate

One campaign turned into a version per property from that property's facts and calendar, for the marketing team to approve.

How it works today, and what stays human
The work today
Head office writes one campaign, and each property has to find the time to adapt it.
Stays human
What is offered, at what rate and the decision to run it.

Operations and brand standards

Writing up the procedure that lives in one person's head

AI candidate

The procedure written up from an hour with the engineer and the maintenance log, as a numbered sequence a night manager can follow, for the engineer to correct.

How it works today, and what stays human
The work today
The night manager knows how the lift alarm gets reset and the chief engineer knows the boiler, and neither has written it down.
Stays human
The correction and the sign-off. A wrong procedure in a hotel is a safety matter.
In place first
Only the engineer's time, because what goes in is how the building works and never who is staying in it. For a group, this is usually the first candidate that can start before the properties are connected.

Keeping brand standards manuals current

AI candidate

Proposed updates drafted from audit findings and incident reports, for the operations director to accept or reject.

How it works today, and what stays human
The work today
The standards manual gets updated when someone has time, so what the properties do and what the manual says drift apart.
Stays human
The standard itself. A tool proposes an edit and a person decides what the brand is.

A weekly summary of incident and maintenance logs

AI candidate

A weekly summary for the operations director across properties with the repeats flagged.

How it works today, and what stays human
The work today
Each property keeps logs, and head office rarely has time to read them until something has gone wrong twice.
Stays human
Every decision about a repair, a closure or a guest.

Shift scheduling

Plain workflow wins

Nothing a general AI tool would improve. Scheduling software already builds shift patterns from rules and availability, and the forecast it needs comes from the revenue system.

How it works today, and what stays human
The work today
Done by hand or in a scheduling tool, around availability and the forecast.
Stays human
The decisions about people.

People and training

Joiners, leavers and transfers across properties

Plain workflow wins

One starter form that creates the property system login, the schedule entry, the training record and the mailbox, and one leaving date that removes all four. That is process automation with no AI in it, and in a sector with this much turnover it is the candidate that makes everything else on this page safe.

How it works today, and what stays human
The work today
A new starter at one property gets keyed into the property system, the shift schedule, the training record and the email directory separately, and a leaver's access lingers.
Stays human
The hiring decision and the leaving date.

Turning the induction into something a new starter can keep

AI candidate

The trainer's notes and a recording of the floor walk turned into a short illustrated guide with check questions, for the trainer to edit and the next starter to keep.

How it works today, and what stays human
The work today
Induction happens on the floor and nothing written survives it, so the same questions come back in week two.
Stays human
Anything about safety, licensing or handling guests, which a person teaches and a person checks.

Finance and revenue

Reconciling commission from the online travel agents

Plain workflow wins

An export from each agent, an export from the property system and a matching rule. No AI is needed.

How it works today, and what stays human
The work today
Commission statements get compared to bookings by hand when there is time.
Stays human
The dispute.

Setting room rates

Plain workflow wins

already has its own tooling

Nothing here. Rate decisions already have tooling made for the job and a person who owns them, and a general AI tool adds a second opinion with no accountability.

How it works today, and what stays human
The work today
Decided by the revenue manager, with a revenue management system behind them.
Stays human
All of it.

Compliance and assurance

Answering a franchisor's or brand's assurance questionnaire

AI candidate

Draft answers from the group's written standards and positions, with every question that has no written answer flagged for the operations director.

How it works today, and what stays human
The work today
The brand sends its annual assurance questions on data, security and now AI, and it lands on whoever has capacity.
Stays human
The operations director reads every answer before it goes to the brand, because a franchise agreement makes the answers a contractual statement.
In place first
Written positions on guest data, payment handling and AI. The card scheme rules give you the first two; Govern produces the third.

Guest payment and identity data

Stays with a person

Nothing. No AI tool touches any of it on any account for any reason.

How it works today, and what stays human
The work today
Card data, passport details and registration cards, handled under the card schemes' rules and your own.
Stays human
All of it stays with a person permanently, and the policy says so in its first rule.

Nothing on this page matches both of those. Try another part of the business or another verdict, or tell us what you had in mind.

The hard rule

No guest payment or identity data on any account for any reason

Card data, passport details and registration cards are the first rule in your policy and it is one sentence long. No AI tool touches them, no account connected to them is widened and no candidate on this page goes near them. The card schemes already require this, and the policy says it in words a general manager will remember.

The second line is about the properties. Front-line turnover means accounts are shared, leavers linger and access accumulates, and that is true whether or not anyone connects a tool. Connecting one would turn a dormant permission into a live one, which is why head office goes first, the review comes before any property, and joiner and leaver handling gets automated before the review will pass.

The policy for your sector

An AI policy for a hotel group: what to write down →

Proof

What we can stand behind today

Independent since 1999, audited to ISO 27001 and ISO 9001, and already supporting teams like yours.

Hotel groups are the deepest part of the managed IT base: openings, refurbishments and brand audits are work we have done on site, often overnight, for longer than most of the AI tools on the market have existed. The process behind it is the same ISO 27001 and ISO 9001 audited one that has run every client engagement since 1999.

A property-level rollout waits on the joiner and leaver automation described above. Proof carries the full position.

See the whole route How we judge a candidate →

Read next

Back on the route

  1. AI Readiness Start here
  2. AI Rollout Track
  3. AI Delivery Build
  4. AI Continuity Trackside

See the whole route, stage by stage →

Bring the review reply that worried you

Thirty minutes with the person who has to answer for it. We will tell you where a group like yours would start, which of the candidates above are worth doing first and which we would send back.

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If you are already a client
We already hold your tenancy and we know your properties, so the readiness snapshot that opens the route is a short piece of work rather than a project. Ask your account manager for it.