News Briefs

Within the framework of FITUR, the international tourism fair that took place recently in Madrid, a round table discussion titled "Artificial Intelligence in Hotel Marketing: Real Use Cases" was co-organised by BEONx and Hotelverse.

Moderated by Lorena Nieto, Enterprise Account Executive at Google, the conversation took place with leading hotel industry professionals including Gabriel Bergas from Bahia Principe, Juan Campins from RIU, Sergio Juan Lozano from HYATT, and Jaume Vidal from Barceló Hotels.

Gabriel Bergas of Bahia Principe began by stating: "Artificial intelligence is a real revolution, it is not a bluff, like augmented reality was. AI has started, it is going to move forward and it will have a brutal impact on all aspects of our lives". Bergas emphasised that generative AI will increase worker productivity and creativity, highlighting the importance of understanding how to apply AI to specific use cases to obtain tangible business results, saying that in a few years the technology would be "a commodity".

"In the end it is what we are all looking for: machines to work for us so that we can offer a better service to customers," according to Juan Campins of RIU. He perceived generative AI as an opportunity to personalise and automate at scale, improving the customer experience and optimising internal processes.

From HYATT, Sergio Juan Lorenzo spoke about the revolution to come with general AI and how this technology can improve processes, optimise costs and increase revenue. "What we are seeing now is simply the tip of the iceberg, there is much more below waiting for us."

"Our own industry has changed because of AI, emphasising that data is fundamental," emphasised Jaume Vidal of Barceló Hotels. He indicated the shift in the industry towards the importance of data, highlighting that AI is based on the ability to analyse and use relevant data to make informed decisions to be profitable.

Speakers discussed the importance of focusing on use cases that will help the businesses: whether it is to help with customer experience or to help with employee productivity, etc.

Participants discussed the importance of measuring success in generative AI projects. Gabriel Bergas commented that: "practically everything is measurable, you just have to know what to measure. It is crucial to define the KPIs for each specific use case". Juan Campins, on the other hand, highlighted the diversity of metrics depending on the focus of the use case, be it online marketing, a website, or a chatbot.

Participants shared use cases of generative AI in their companies. The importance of training, change management to lose the environment to "surf the AI wave" and the orchestration of different artificial intelligences to improve processes and customer experience was highlighted. Several of the AI use cases focused on the voice of customer, which helped to synthesise, focus and prioritise, indicating where to improve, in what volume or on what priorities.

Other use cases focused on the implementation of machine learning in the personalisation of digital storefronts, increasing customer engagement and improving conversion metrics, extending this success to email marketing and display campaigns, making advertising management more efficient with personalised creatives.

Also discussed was the implementation of AI in call centres, through chatbots and call screening, which has served to increase efficiency in answering emails and providing more personalised interactions. Proper training of the team is essential, and the key is to orchestrate these artificial intelligences to improve processes and the customer experience, thereby increasing conversions.

The evolution of the importance of data was discussed, which has evolved from structured databases to today's ability to know the customer in a specific and personalised way to drive customer-centric initiatives. In recent years, the transformation has focused on diversifying customer information, which at one time might have only known gender or marital status. Artificial intelligence makes it easier to analyse customer profiles for more effective marketing and revenue strategies.

Panellists also discussed how generative AI has affected internal teams in terms of role distribution and profiling. The importance of training for all roles and the democratisation of technology was highlighted. Participants emphasised that change management and interdepartmental collaboration are essential for successful projects.

The roundtable concluded by highlighting the importance of generative AI in the hospitality industry and the need to adapt to the technological revolution in a strategic and business-focused way. Emphasis was placed on continuous training, change management and the identification of profitable use cases, knowing how to detect and prioritise them one before the other as key elements for the successful implementation of artificial intelligence in tourism.

Domino's Pizza Inc. introduces its new and improved loyalty program. 

Domino's Rewards offers loyalty members even more opportunities to earn and redeem points across its corporate and franchise store locations. Domino's enhanced rewards program allows customers to:

• Earn points for less
  • Loyalty members will now earn 10 points on every order of $5 or more
• Redeem points for even more menu items – and earn free Domino's after just two orders
  • Members can redeem a variety of points for more menu items:
    • 20 points: A free dipping cup, a 16-piece order of Parmesan Bread Bites or a 20 oz. drink
    • 40 points: An order of Bread Twists or Stuffed Cheesy Bread
    • 60 points: A medium, two-topping pizza; pasta; Oven-Baked Sandwich; or a 3-piece order of Chocolate Lava Crunch Cakes
• Earn more rewards
  • Loyalty perks are now even better, as members will have exclusive access to member-only deals, special discounts and opportunities to earn bonus points!

"We are thrilled to give the brand's loyal customers additional ways to earn free Domino's items more often," said Mark Messing, Domino's vice president of digital experience and loyalty. "At a time when most brands are scaling back their loyalty programs and making it more difficult to earn and redeem points, Domino's is doing the opposite. We want to make it easier to reward our customers and give them more options so they can get rewarded faster."

Marketing a LTO 

From now until Oct. 22, 2023, rewards members can take advantage of a limited time offer to redeem 20 points for a free order of Domino's new Pepperoni Stuffed Cheesy Bread, which is normally a 40-point redemption, in celebration of the product's recent launch. 

Tripleseat, a cloud-based event management software for the hospitality industry, shares compelling 2023 booking and revenue statistics highlighting a significant surge in growth driven by heightened demand for restaurant and unique venue private events.

The company's software, designed to streamline the event planning process for restaurants, hotels, and unique venues, facilitated over 3.5 million event bookings in 2023—a 16% increase from the previous year. Additionally, it successfully managed  $7.3 billion in event revenue for its customers, showcasing a 21% increase over 2022.

"We’re thrilled to see this significant revenue growth and increased event bookings for our Tripleseat customers and shed light on compelling trends for the events industry," said Jonathan Morse, CEO of Tripleseat. "We aim to help our customers achieve success by providing the tools they need to maximize their profits and create successful engaging events for their clients."

The platform caters to a diverse array of event styles, and a review of Tripleseat customer booking data identified wedding receptions as the leading revenue generator, amassing $862 million in 2023 alone. Customers also hosted 29,000 rehearsal dinners, showing the revenue potential beyond traditional wedding day events. Additionally, corporate events experienced a resurgence, with 190,000 events hosted in 2023, signifying a return to in-person business gatherings. Birthdays, cocktail receptions, and holiday parties also proved to be popular events in 2023. 

Tripleseat generated an 7.7 million event leads in 2023, showcasing a noteworthy 12% increase from the previous year. The platform not only delivers leads but also ensures a return on investment after hosting just two events. Beyond on-premise functions, customers generated over $411 million in catering, drop-off, and pickup orders highlighting Tripleseat’s potential to maximize diverse revenue streams.

 Corning Incorporated introduced its latest indoor cellular solution, the Everon® 5G Enterprise Radio Access Network (ERAN). This multi-operator, multi-band technology provides end users with robust, reliable cellular coverage in hospitals, hotels, airports, and other high-density environments regardless of their mobile provider.

In a major departure from legacy solutions, the newest addition to Corning’s Everon® portfolio supports multiple mobile operators over a common network. This can reduce installation time for enterprises by up to 75% and can also reduce cost of ownership by up to 50%. Traditional solutions provide cellular connectivity for only one operator at a time.

“Everon 5G ERAN sets a new industry standard by offering a streamlined solution for coverage-challenged places that are part of our daily lives, like hospitals, hotels, and office buildings,” said Shirish Nagaraj, Corning Optical Communications’ chief technology officer, Wireless.

Delivering robust indoor coverage has been a longstanding challenge for enterprises and operators. Local cell towers may have limited ability to penetrate dense building exteriors, causing dead zones or spotty service. This can become even more pronounced with higher-frequency spectrums used by 5G, such as C-Band.

Corning’s solution directly addresses these challenges. It combines the benefits of small cell radio access networks (RAN), which accommodate multiple frequencies, with the advantages of distributed antenna system (DAS) technologies, which provide reliable signals throughout high-density environments.

In addition, the solution’s Open RAN architecture works with components from multiple vendors, enabling software upgradability. It also uses Virtualized RAN technology, offering hardware flexibility through cloud-based data processing.

“Our newest Everon solution offers flexibility in design, predictability in deployment, and scalability for future needs,” said Nagaraj. “It highlights Corning’s dedication to solving the world’s toughest technology challenges alongside our customers – and improving the world with every innovation.”