How Hotel Marketers Can Jump on the ChatGPT Bandwagon

When a new technology comes into play, we often hesitate to sing its praises. Top it off with people telling us our jobs will be replaced by it, and we’re weary even to give it a shot. The same can be said for the marketing industry’s latest and greatest tool — ChatGPT.

Plenty of AI tools have taken over the travel and hospitality industry. And you may not even realize how much you rely on some of them. For example, sites like hotels.com, Expedia, booking.com, and more allow your customers to book a room with the click of a button. Likewise, they can secure flight deals on Kayak and book an excursion on GetYourGuide without talking to an actual human (an introvert's dream, really).

Though we won’t be convincing you that this AI tool is the best of the best and can cut your work hours in half, we want to highlight some benefits of ChatGPT (don’t be scared — they’re all good things). ChatGPT won’t be taking your job away if you're a hotel marketer. But it does have the potential to make it easier.

So instead of defiantly refusing to try it out, take a look at how you can instead jump on the ChatGPT bandwagon this year.

Your Trusty Marketing Sidekick

By now, you might’ve heard brands talk about using ChatGPT to write entire blog posts or landing pages. And while that might be convenient, it’s not something we’ll recommend for hotel marketers (more on why later).

Instead, we recommend using this AI tool to lay the foundation of your marketing. Let’s give an example — say you’re a hotel marketer looking to publish one blog and three Instagram posts weekly. No, ChatGPT shouldn’t just crank out a final blog for you, but it can be an excellent tool for writing the outline of said blog.

The same goes for your social media posts. For example, you can use ChatGPT to search for something like, “Write three social media posts for a hotel based in Atlanta.” Only to then edit each piece of copy to ensure it focuses on your specific audience and uses your unique brand voice.

ChatGPT should streamline your marketing workflows — not overtake them completely. It’s a fantastic way for hotel marketers to brainstorm ideas and lay the foundation of their strategy. So, if you’re stuck on what to create next, look to ChatGPT to generate new ideas.

It’s Not Your Newest Marketing Director

Note how, above, we mentioned editing the messaging that ChatGPT generates for your hotel. At the risk of sounding like a broken record, we wanted to emphasize this point. ChatGPT can create excellent starting points for your marketing, but it won’t get everything right on the first try (or second or third).

It’s a computer. And though a computer works quickly, it doesn’t embody your brand. Your hotel has different staff members and service levels that make it stand out. Unfortunately, ChatGPT doesn’t know this, so it won’t capture how awesome you really are.

It lacks humanity, which hotel marketers must tap into to build trust and foster genuine connections with their audiences. ChatGPT also doesn’t fact-check, so you might slip up if you’re not combing through things carefully.

This tool is a powerhouse when it comes to generating ideas. But it doesn’t have the same level of knowledge as one of your team members. That is what allows you to connect with potential customers — playing on different emotions and telling stories that resonate with them. ChatGPT might be practical, but it won’t be a catalyst for you to smash your revenue goals (sorry, robots everywhere).

Think of It Like This…

When you sit down to use ChatGPT, we want you to think of it as your newest entry-level employee. It’s completely new to your brand and its respective tone, processes, and goals. It doesn’t know much about you, but with the proper training, it can help your team succeed.

ChatGPT needs a little coaching to get your marketing message right. It’s not about clicking a button and magically watching those words appear — it’s about editing those messages until they’re engaging and worth your audience’s time.

Now, calling ChatGPT a dummy is just plain mean. But we’ll be honest when we say it’s not a genius (and it won’t win a Pulitzer anytime soon!). Nevertheless, it knows the basics, and if you onboard it correctly, you’ll be grateful for its speed and insight. Just don’t order that “employee of the month” plaque so quickly!

Remember You’re in Control

As much as plenty of hotel marketers would love to type in a question, kick up their feet, and let these handy computers do the work, we’re not quite there yet. And that’s okay! You need to remember that you're still in control when it comes to AI tools.

You control your message and how you reach your target audience. ChatGPT won’t solve your problems or do your job for you — but it will make things easier if you use it correctly. Coaching it accordingly and treating it like that entry-level employee who’s new to your brand can streamline your marketing processes.

Don’t Forget About Your Experience

Hotel marketers have a unique position in the industry, as they use experiential marketing to generate leads. And that new entry-level employee of ours is certainly not experience-based. It doesn’t have that secret sauce that allows your hotel to stand out against the ever-growing noise.

Those who market in the travel and hospitality industry need to focus on the experiences they provide. This means using qualifiers, imagery, storytelling, and powerful adjectives to make your case — all things ChatGPT misses the mark on.

Hotel marketers should incorporate emotions into their content, encouraging consumers to do something based on how it will make them feel. And if you copy and paste any text from ChatGPT, you won’t be tapping into your brand’s magic. It’s hard for an AI tool to sell an experience someone won’t soon forget!

Give It a Real Shot

If you’re looking to use ChatGPT to become a better marketer, there are plenty of ways to do so. More than just generating ideas, you can also use this tool to conduct market research, asking it questions about your audience.

The next time you sit down to write a nurture email, ask ChatGPT to create a list of topics for you. For example, here’s what we get when we plug in “List of email topics for a hotel based in Atlanta”:

“Sure, here are some email topics that a hotel based in Atlanta could use to communicate with their guests:

1. Special Offers: Notify guests about any special offers or promotions that the hotel is running, such as discounted rates or package deals.
2. Upcoming Events: Share information about events happening in the hotel or nearby areas, such as concerts, festivals, or sporting events.
3. Local Attractions: Highlight popular tourist attractions in Atlanta and provide recommendations for things to see and do during their stay.
4. Restaurant Menus: Share the latest menus from the hotel's restaurants and promote any new dishes or specials.
5. Guest Feedback: Request feedback from guests on their experience at the hotel and ask for suggestions on how the hotel can improve.
6. COVID-19 Safety Measures: Inform guests about the hotel's COVID-19 safety protocols and procedures, including cleaning and sanitization practices.
7. Room Upgrades: Offer guests the opportunity to upgrade their room or add-on special amenities to their stay.
8. Loyalty Programs: Encourage guests to sign up for the hotel's loyalty program to earn rewards and benefits during their stay.
9. Staff Introductions: Introduce guests to the hotel staff and highlight their roles and responsibilities.
10. Weather Updates: Provide updates on the weather forecast in Atlanta and suggest indoor or outdoor activities based on the current conditions.”

In seconds, you now have a list of ideas to engage your email subscribers. And you can do the same with social media content, blogs, landing pages, ads, etc. ChatGPT is always available, so you can use it when the time is right.

And Be Specific

To get the most out of ChatGPT, you’ll want to be as specific as possible. Give it qualifiers so you can get it as close to your brand as possible.

For example, above, we typed in: “List of email topics for a hotel based in Atlanta.” But if your hotel targets a specific market, add that to your text. So, here’s what ChatGPT comes up with when we add a qualifier and ask for a “List of email topics for a hotel based in Atlanta targeting seniors”:

“Sure, here are some email topics that a hotel based in Atlanta could use to communicate with their senior guests:

1. Senior Discounts: Notify senior guests about any special discounts or promotions that the hotel offers exclusively for them.
2. Accessibility Features: Highlight the hotel's accessibility features, such as wheelchair accessibility, grab bars in the bathroom, and other accommodations for seniors with mobility or vision impairments.
3. Health and Safety Measures: Communicate the hotel's stringent health and safety protocols to reassure seniors about their safety during their stay.
4. Recreational Activities: Inform seniors about on-site recreational activities that are suitable for them, such as water aerobics, walking trails, and poolside relaxation.
5. Nearby Attractions: Highlight local attractions that may be of interest to seniors, such as botanical gardens, museums, and historic sites.
6. Transportation Options: Provide information on local transportation options, such as shuttle services, taxi companies, and ride-sharing apps.
7. Dietary Restrictions: Inform seniors about the hotel's dining options, including any options that cater to dietary restrictions such as gluten-free or low-sodium.
8. Social Activities: Promote social activities and events that may be of interest to seniors, such as game nights, movie screenings, or group outings.
9. Medical Services: Inform seniors about local medical services such as hospitals, clinics, and pharmacies.
10. Relaxation Options: Highlight relaxation options such as spa treatments, meditation sessions, or yoga classes.”

Now we have a great list of ideas more specific to our brand. Add as many details as possible to tailor the results to your needs.

Take It All with a Grain of Salt

As you incorporate ChatGPT into your marketing strategy, remember what sets your hotel apart: the experience it offers. Unfortunately, AI tools aren’t speaking from experience; they’re speaking from data. And though that comes in handy, it’s not the end-all, be-all way to create content.

Use ChatGPT to generate ideas and learn more about your audience, but lean into that human element. The travel and hospitality industries are experience-focused, and people will be quick to separate brands that solely rely on computers from others. Sprinkle in your personality, focus on your unique selling points, and you’re sure to create content that resonates!

 

ABOUT THE AUTHOR

Steve Krull is the CEO and co-founder of Be Found Online, a digital marketing agency where he and his teams have been helping businesses with online visibility for more than 10 years. BFO specializes in working with clients to drive business and web traffic through time-tested digital marketing tactics. When he’s not working, Steve can be found reading spy novels, rooting for the Chicago Cubs or riding his bicycle.