The commercial strategy space in the hotel industry has seen increased collaboration and adoption of automation, including artificial and business intelligence, since the start of the pandemic. Despite the growth in automation use, there’s a hesitancy among system managers to fully embrace it due to a lack of understanding and control.
There’s a need for better education on how these systems work, and a push to understand and fix what isn’t working with the system rather than disregarding it altogether. Artificial intelligence is starting to be used in revenue-management strategies, but its workings and potential breadth of use are still largely unknown.
Despite uncertainties and trust issues with the systems, those in charge of implementing automation daily have confidence in it and continue to expand its scope.
Article Title: Hotel Revenue Managers’ Reliance on Automation Increases, but Learning Curve Remains Article Link: Read Here
What has led to more collaboration and greater adoption of automation in the commercial strategy space?
A) Increased competition
B) Start of the pandemic
C) Government regulations
D) Increase in hotel bookings
What is one of the main reasons for hesitancy among system managers to fully embrace automation?
A) High cost of automation
B) Lack of understanding and control
C) Fear of job loss
D) Unreliable technology
How is artificial intelligence being used in revenue-management strategies?
A) To replace human workers
B) As an aid for strategy
C) To increase hotel bookings
D) To reduce operational costs
The Bottom Line for Marketers:
Marketers should understand that while automation and artificial intelligence are becoming more prevalent in the hotel industry, there is still a significant learning curve and hesitancy due to a lack of understanding and control. This presents an opportunity for marketers to create educational content and tools to help industry professionals better understand and utilize these technologies.
Answers to the Multiple Choice Questions:
B) Start of the pandemic
B) Lack of understanding and control
B) As an aid for strategy