A recent paper from Florida Atlantic University titled “Artificial Intelligence (AI) Agents and the Future of Customer Loyalty” highlights how AI agents are reshaping customer loyalty in the hospitality industry. Traditionally, hotels relied on brand awareness and SEO, but as AI systems increasingly book travel for consumers, hotels must adapt their loyalty strategies. The paper argues that AI agents will become key decision-makers in travel, necessitating a shift in how hotels engage with both human guests and algorithms. For instance, when a traveler requests hotel options, the AI prioritizes algorithmic data over traditional advertising, which means hotels must enhance their digital visibility and loyalty programs to attract both guests and AI recommendations. Ethical considerations, like algorithmic bias, are also discussed. Ultimately, exceptional customer experiences will remain the cornerstone of loyalty, as hotels that can effectively bridge human and AI needs will thrive in the evolving landscape of hospitality.
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