Monica E. Chikhani, managing director and founder of MEC Workshop, explores how hospitality businesses can leverage the potential of Alexa and other voice assistants to strengthen customer engagement.

Like many other economic spheres, the hospitality industry is in the midst of a major transformation driven by the capabilities of artificial intelligence (AI). The emergence of AI and voice assistants such as Amazon’s Alexa, Siri and Google, has produced several innovative platforms for businesses to use to engage customers and amplify brand loyalty. With consumer trust shifting from traditional brands to AI assistants, the spotlight is now on AI platforms and their potential as powerful marketing tools and sales channels. There are several actionable strategies that hotels and restaurants can adopt to tap into this new era of e-commerce, referred to as voice-commerce (v-commerce), and enhance their marketing efforts, led by the following.

Speaking the conversational language of voice search

The emergence of AI assistants, or v-commerce, has revolutionized the way people seek information. Rather than typing queries, people are interacting with their devices using a natural conversational tone. Hotels and restaurants need to align their online content to match these voice-driven queries. Instead of focusing solely on optimizing for specific phrases like ‘best hotels in Lebanon,’ it’s essential to create content that resonates with voice commands such as ‘Alexa, what are the top-rated hotels in Lebanon?’. This approach significantly increases the chances of being featured in voice search results.

Tailoring recommendations for a personal touch

AI platforms are poised to redefine how brands position themselves and deliver personalized recommendations. This shift impacts the entire ecosystem involved in attracting customers to hotels and restaurants, including ad and media agencies, and creative firms. These companies must adapt their strategies to effectively market through AI platforms. AI platforms bring high potential for efficient sorting and matching of offerings within the marketplace, heightening the need for brands to refine their positioning to align with algorithms.

The predictive capabilities of AI platforms can determine the optimal combination of features, pricing and performance that has the greatest appeal to individuals at any given time. This brings with it the potential for AI platforms to fulfill customers’ needs even more effectively than they themselves could anticipate.

Integrating Alexa or Google into hotel rooms offers guests a seamless avenue to accessing information and services via voice commands. By leveraging this technology, hotels and restaurants have the power to provide personalized recommendations and capture real-time data to enhance their proposition.

Harnessing voice activated promotions for precision outreach

AI platforms are able to propel a significant shift in targeting precision and marketing efficiency. Leveraging consumer data, hotels and restaurants can fine-tune their marketing efforts, resulting in improved customer acquisition. While conventional advertising often falls short due to cognitive limitations and forgetfulness, AI platforms possess the ability to retain and analyze extensive datasets. Crafting voice-exclusive, personalized customer-centric deals also allows hotels and restaurants to attract users seeking unique and memorable experiences.

Real time customer satisfaction driving loyalty and profitability

AI platforms possess the potential to predict consumer preferences and trade-offs, while making adaptations. Hotels and restaurants can leverage these capabilities to tailor their offerings and ensure their appeal is optimized
at any given moment. While marketers often assume that repeat purchases signify customer satisfaction and brand loyalty, many customers continue purchasing products simply because they find evaluating alternatives bothersome. AI assistants, on the other hand, will continuously reassess brands, recommending new options. This routine reevaluation of purchases will intensify competition.

The emergence of Alexa and voice assistants signals an exciting era for hotels and restaurants in which they can engage customers in innovative ways. In this rapidly evolving landscape, those who adeptly leverage the potential of Alexa and AI platforms will undoubtedly secure a competitive edge, establishing themselves as frontrunners in the age of seamless connection.