Best Western Taps AI to Help Guests Plan Vacations

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Best Western’s Watson Ad personalizes vacation planning by providing consumers with travel tips

Best Western Taps AI to Help Guests Plan Vacations


IBM Watson Advertising and Best Western have teamed up to help consumers plan their summer travel with a new interactive AI-powered ad. Best Western’s Watson Ad personalizes vacation planning by providing consumers with travel tips and tricks, recommendations for local accommodations, and special offers based on their travel preferences.

Watson Ads have launched in multiple industries including automotive, consumer healthcare, consumer packaged goods and entertainment and now hotels.

Vacation Planning Made Easier with Best Western’s AI-Powered Ad
Consumers can start a conversation with Best Western’s AI-powered ad by simply engaging the ad and providing information on their current or upcoming travel plans. Through a series of dialogue prompts, the consumer will be guided seamlessly through a conversation about their travel needs and the AI-powered ad will respond with tailored suggestions on how to make the most out of their vacation and how they can take advantage of Best Western’s locations across North America.


“...This cutting-edge AI-powered ad will allow us to drive more meaningful engagement with travelers, while showcasing all that today’s Best Western has to offer,” said Dorothy Dowling, svp and CMO for Best Western Hotels & Resorts. “As the first hospitality brand to launch a Watson Ads campaign, we look forward to continuing our position as a frontrunner in innovation.”

 The AI-powered ad is driven by the consumer’s questions and desire to learn more. For example, a consumer may engage the Watson Ad to share that they are “hitting the road to visit the mountains this weekend,” and the ad would respond to ask for more information around activities that are planned such as hiking or sightseeing. If the consumer says, “We’re going hiking,” the ad could respond with tips on how to make the most of their hiking excursion by packing water, marking their parking spot, and fueling up for the hike with the hot breakfast served daily at Best Western. From there, the consumer can choose to book a room at a Best Western, take a virtual 360 tour of a Best Western hotel, learn more about the award-winning Best Western Rewards® program, or learn more about the amenities available at Best Western locations.

Best Western’s virtual 360 tour is a unique feature in the AI-powered ad that helps further personalize the hospitality experience. Through the tool, consumers will be able to virtually visit different Best Western properties that are available at their upcoming destination and get an immersive feel to better understand what each property offers.

Best Western’s AI-Powered ads are available on and The Weather Channel app.

Watson Ads is a consumer-facing AI-powered advertising creative that leverages machine learning and natural language processing to make sense of unstructured data sets and enables brands to have two-way conversations with consumers. These personalized experiences empower consumers to ask the questions that truly matter the most to them during their customer journey —creating meaningful connections with the brand that may ultimately impact purchase consideration and reveal new brand insights.