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Patryk Luszcz, UK regional director at Profitroom says: “It appears that the traditional chatbot has reached its limit. It cannot keep up with the expectations of a modern, connected guest who values speed, relevance and personalisation.
“For years, hotels, pub groups and OTAs have relied on basic chatbots to provide round-the-clock customer service. However, now guests are more likely to abandon a conversation than complete a booking when faced with a clunky chatbot that feels more like a barrier than a bridge.
“It is impersonal, inefficient and out of step with the expectations of today’s traveller.”
According to Profitroom, most legacy chatbots rely on scripted replies and limited decision trees, failing to respond naturally to guests’ real needs. This approach, Luszcz argues, no longer meets the expectations of today’s connected traveller, who demands fast, personalised and human-like digital interactions.
In response, the company is investing heavily in intuitive AI reception services. These tools offer tailored, on-brand responses, recommend rooms and packages 24/7 and most importantly convert enquiries into bookings.
Recent advances in artificial intelligence have made this shift possible. New systems can now interpret language as it is spoken, understand follow-up questions and tailor responses to each guest’s needs in real time.
Drawing directly from live booking data, they can provide accurate availability, pricing and personalised offers within the conversation itself.
Rather than merely answering questions, these platforms guide decisions. They support multiple languages, adapt to individual guest preferences and handle complex or sensitive queries instantly, without diverting guests to email or another platform.
For hotels and pubs, this kind of technology helps increase direct bookings by simplifying the decision-making process and reducing drop-off.
It eases the load on reception teams by dealing with common queries automatically. It also brings together all guest interactions, whether they begin on the website, WhatsApp or Messenger, into a single, manageable inbox. This provides a clear view of guest needs and enables more consistent service across every channel.
The best of these systems are deeply integrated with the hotel’s booking engine, staying constantly up to date with real-time availability, offers and pricing. They leverage advanced large language models and natural language processing to offer real-time assistance, personalised recommendations and efficient multi-channel communication with your guests.
Patryk concludes: “Technology should support hospitality and allow hotels to deliver service that is efficient but also thoughtful. The goal is not to replace the human touch but to extend it – to bring the warmth of welcome into the digital space and to make every guest feel understood, valued and well looked after. The real future of AI in hospitality is not a chatbot, but a conversation.”
Tags: Patryk Luszcz, Profitroom
