In a world that is constantly evolving, the influence of innovation and technology is crucial. Even in the hospitality industry, the use of AI systems and other innovative technologies is no longer a novelty. And yet, new use cases are constantly emerging. The use of these technologies can play a vital role in optimizing employee workflows, allowing more time for guests. A report on the experience with ChatGPT.

Switzerland has always been known for its incredible innovative achievements. It has been named the most innovative country in the world for the twelfth time in a row, according to the 2022 Global Innovation Index of the World Intellectual Property Organization (WIPO). What does this mean for digitization? What influence does this innovation output have on our industry?

In the field of digitization, it is becoming increasingly difficult to keep an overview. Artificial intelligence (AI), big data, 5G, autonomous devices, ubiquitous systems are just a few examples of digital solutions. In Corporate & Business Development at HotellerieSuisse, we constantly engage with the latest technologies and trends and identify suitable use cases for our industry. For this purpose, we have also created the Hospitality Booster, the innovation network for the accommodation industry.

Chat GPT – Artificial Intelligence for everyone

In this process, we also came across the possibilities of ChatGPT, which impressed us from the start and never let us go. In November 2022, the US start-up OpenAI ChatGPT made the prototype of a chatbot based on machine learning accessible to the public. The chatbot can write poems, summarize texts, and even program. In the testing phase, the application is still free for all registered users. As one of many tools that use generative AI and were released last year, ChatGPT has sparked a real hype – we took this as an opportunity to test ChatGPT in more detail.

Dear ChatGPT, can you solve the skilled labor problem in the Swiss accommodation industry?

“ChatGPT is a technology that can be used in the hospitality industry to make the work of employees easier and offer guests better service. However, it is not intended to replace employees. Rather, ChatGPT is supposed to relieve employees by helping them with routine tasks and taking care of simple guest requests. This allows employees to concentrate on more complex tasks and focus more on the individual needs of guests.

It is important to emphasize that ChatGPT is not capable of completely replacing human interactions. Especially in the hospitality industry, personal interaction between guests and employees is of great importance. A friendly reception at the front desk, individual advice, or personal service at breakfast are aspects that cannot be replaced by any technology. ChatGPT is thus a complement to employees and is intended to help them focus more on human interaction.”

Just a hype or really useful?

ChatGPT can write texts tailored to the target group, shorten, summarize, and translate them. Moreover, it can create blog as well as social media posts and even suggests suitable hashtags. Generating content ideas for various platforms and target groups, creating social media calendars and plans is also possible.

In our test, we copied current data and trends from the industry as well as the corresponding target group description into the chat window and instructed it to generate ideas for blog and website content. Within seconds, it provided us with a selection of possible content ideas that could be relevant to the target group. What’s also impressive: With “Can you translate this into French?”, ChatGPT outputs its ideas directly in French – pas de problème.

But that’s not all! It can also be used to develop menu plans, cooking recipes, and shopping lists. Planning trips, excursions, and event tips can also be simplified. By entering preferences such as travel destinations, activities, and interests of the guests, individual suggestions for excursions and activities are created that meet the needs of the guests. In this way, you can offer your guests a tailor-made experience at the touch of a button.

Our insider tip: You can also use ChatGPT to calculate the Best Available Rate (BAR)! For this, all necessary information such as hotel type, season, location etc. should be embedded as comprehensively as possible in the formulation.

The more precise the question, the more useful the answer

Generally important: To get a good answer, you have to ask the right question.

ChatGPT also points out the following limitations: “Can sometimes generate false information, can sometimes produce harmful instructions or biased content, has limited knowledge of the world and events after 2021.” And here again, it is evident that the development phases of new and better versions are short. ChatGPT-4 has just been released in a limited version and it has been announced that this program will be integrated into the usual Microsoft programs like Word, Excel, PowerPoint, and even Teams in the near future. The multimodal models are supposed to be a game changer and can also be used for videos, podcasts, images, and more.

Our recommendation: It’s worth giving it a try!

ChatGPT can help simplify certain tasks, relieve staff, and optimize work processes. It can take over administrative tasks and provide exciting inputs. However, what it doesn’t cover – fortunately, we think – is human interaction, personal and individual care of guests. And that usually makes the difference between an average and an unforgettable hotel experience. Soft skills such as empathy, flexibility, and empathy cannot be automated. The human being is and remains essential for the hospitality industry.

Therefore, it is all the more important that the industry continues to invest in the training and further education of skilled workers to ensure that employees have the necessary skills and knowledge to offer guests an excellent experience.

Whether ChatGPT makes many things in your operation easier and more efficient or is initially a game, we leave up to you. However, we encourage you to try it out and are very curious about your experiences. Please send them directly to