ChatGPT: More Bookings, More Satisfied Guests?

ChatGPT: More Bookings, More Satisfied Guests?

ChatGPT is supposed to support hotels in marketing, says guest author Steve Heinecke from Performance Hotel, but still warns against its use for guest communication.

ChatGPT is also causing lively debates in the hotel industry: The question of how hotel marketing could benefit from the use of chatbots is the main topic of discussion. Especially in the area of guest service, the potential of ChatGPT is enormous, since the tool continuously learns through conversations with users and can be used around the clock. In addition, the chatbot is multilingual. For hotels, the use of AI-based technology could mean great time and cost savings in the future.

No humor and no emotions

But there are also disadvantages: For example, the chatbot is not able to understand feelings and emotions. It also has a hard time dealing with humor. This could lead to difficulties and misunderstandings, especially when communicating with guests and applicants. In addition, the dialog system could give illogical answers due to unfavorable commands and questions, especially in areas where ChatGPT has not yet gained much experience. As with any AI-based technology, there is also the risk of cyberattacks.

Accordingly, data security should be a top priority. Hotels thinking about using ChatGPT in hotel marketing should definitely be aware of all these disadvantages before implementing it. Therefore, an implementation of ChatGPT in the communication with guests and applicants is currently not recommended. In other areas, however, the tool offers many advantages for hotel operators.

ChatGPT as support in the area of search engine optimization

Especially in search engine optimization, ChatGPT can definitely support hotel marketing in the future. For example, the chatbot can be used to analyze guest feedback. In this way, insights can be gained into how hotels can further improve their image. There are also numerous uses in the area of search engine optimization (SEO) to relieve hotel staff.

For example, with the help of the tool, meta titles and meta descriptions can be created. In addition, ChatGPT can help with keyword research by generating relevant topics for target groups, classifying keywords based on search intent, and translating keywords for the user.

ChatGPT as a content creation tool

One of ChatGPT’s greatest strengths is that the chatbot can often make recurring and time-consuming tasks much more efficient. For example, the tool can be used to answer common questions or create engaging content that can then be used for the website, social media or guest communications. The tool can even create social media calendars and schedules on demand.

In addition, the chatbot has proven helpful in researching topics. Furthermore, ChatGPT can create entire newsletters, personalized offers and complete blog posts itself. For the finishing touches, however, it is recommended to have an employee read and revise the created text. Nevertheless, hotels can sometimes save themselves a lot of work by using ChatGPT to provide high-quality input.


Artificial intelligence is considered the technology of the future for good reason. In this context, ChatGPT is currently one of the most important applications with great potential. Not only is the tool very powerful and versatile – it can also be assumed that the chatbot will evolve significantly in the coming months and years.

In the hotel industry, this presents promising opportunities to improve the user experience, especially in hotel marketing. However, there are also some risks and disadvantages that currently still speak against widespread use. For the hotel industry, it is therefore advisable to focus only on the basics of chatbots for the time being. In any case, it remains exciting to see how ChatGPT will develop over the next few years.

Steve Heinecke

Steve Heinecke

is managing director of Performance Hotel. The agency supports hotels, apartment complexes and vacation resorts in attracting guests and employees.