The integration of artificial intelligence (AI) agents is reshaping customer loyalty in the hospitality industry, according to a conceptual paper from Florida Atlantic University. As AI systems increasingly handle travel booking and decision-making, hotels must adjust their strategies to gain not just customer loyalty but also the trust of these algorithms that guide consumer choices. Traditional methods like brand awareness and search engine optimization may no longer suffice. The research emphasizes that hotels must focus on creating loyalty programs appealing to both human guests and AI systems. Effective engagement requires leveraging customer data for tailored experiences and enhancing algorithmic visibility. With AI agents dictating travel options, hotels must ensure they remain relevant in algorithmic recommendations. Additionally, ethical concerns, such as algorithmic bias, require attention. Ultimately, exceptional customer experience continues to be the bedrock of loyalty, underscoring the balance between digital fluency and operational excellence for future success.
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