The future of the guest reviews: AI, efficiency and new trends!

The future of the guest reviews: AI, efficiency and new trends!

Digitization and technological progress change the world of guest reviews in hotels rapidly. The possibility for guests to give feedback and the way in which hotels manage their online reputation are in constant change. In a recent webinar from Shiji Buzz, the future of the guest reviews was discussed, in which prominent votes in the industry, such as Andre Baljeu von Techtalk.travel and representative of Booking.com, HM Hotels and ReviewPro reputation, were present. Together they emphasized what hoteliers need to know by 2025 and what role artificial intelligence (AI) plays. According to HospitalityNet there are some trends to be observed.

One of the most exciting developments are the updated evaluation systems that weight newer ratings higher. Booking.com has already taken this course to take into account reactions from hoteliers that often found old reviews unjust. The new dynamic score should better reflect the reality of a hotel. Guests are also tended to write shorter and more concise ratings, with over 66% of the reviews contained 2025 text comments in the first quarter. The response time to reviews has been significantly shortened, which shows that technology offers integrative solutions to manage feedback more efficiently.

artificial intelligence as a key technology

The integration of AI in the hospitality industry changes the customer service landscape significantly. Many hotels use AI to personalize the guest experience, from check-in to check-out. For example, Hilton’s Connie, powered by IBM Watson, interacts as concierge and provides information on amenities and local recommendations. Another example is the AI ​​Chatbot Rose in Cosmopolitan in Las Vegas, which provides restaurant reservations and city tips. According to Forbes, it will be foreseeable that Ki-Denkenden Bots in the hotels act as supporters of the employees.

The possibilities of AI go beyond pure customer service. It optimizes operating processes, for example through improved cleaning routes or by automated answers to frequent inquiries. The analysis of guest foundback also enables targeted improvement in the services. At the same time, the AI ​​offers hoteliers valuable insights into the behavior and preferences of their guests, supported by automation, which benefits the employees.

challenges of technology

Despite the positive developments, the integration of AI also brings challenges for hoteliers. According to a study by the Fraunhofer Institute, concrete problems must be identified in order to create acceptance. The use of AI not only requires technological solutions, but also a rethink throughout the hotel. The Fraunhofer emphasizes that AI can be a paradigm change by automating specific tasks and at the same time focusing on tailor-made guest experiences.

then premium subscription services for regular guests who offer personalized offers and advantages such as priority for bookings are also interesting. The challenges not only extend to the implementation, but also to acceptance on the part of the guests who are increasingly expecting individual experiences. The clear signal here is: no more passive approach is possible, hotels have to act proactively and innovatively.

Due to the change in the guest assessment landscape and the integration of AI technologies, hoteliers are required to continuously hear, answer and improve their processes. The future depends on the ability to adapt to these changes and thus increase guest satisfaction. With a skillful mix of technology and human interaction, the hotel industry can always improve its offer and strengthen the loyalty of the guests for their own advantage.