AI is transforming industries, and hospitality is no exception. From revenue optimization to real-time guest messaging, the applications are endless. And while the buzzword of the year is undeniably “AI,” the data tells a different story: human touch remains irreplaceable.
According to data from our Q3 2025 Shiji Guest Experience Benchmark, “Staff” mentions emerged as the second strongest positive driver of the Global Review Index for European hotels, helping boost scores by +0.6 points year over year. On a global scale, the benchmark revealed a +0.5-point GRI increase driven by positive staff mentions – no small feat given the incredibly competitive nature of online reviews and their impact on bookings, RevPAR, and guest loyalty.
“Staff” mentions = increased online reputation
The message is clear: when guests take the time to mention staff in a review, especially in a positive light, it has a powerful impact on a hotel’s online reputation. Technology today enables hotels to operate more efficiently and engage with guests across multiple touchpoints, but at the heart of every unforgettable stay is still genuine human connection.
Whether in person or online, every guest interaction is an opportunity to build trust, loyalty, and warmth. These are the moments that turn a stay into a story worth sharing. What guests truly remember are the acts of authentic care: a warm smile at reception, a thoughtful room upgrade, or the server who remembered their name and favorite drink. Small, human gestures create emotional connections that last long after check-out.
Empowering the human touch through smart technology
What makes these moments even more powerful today is smart, thoughtfully integrated technology. With modern tools managing time-consuming administrative tasks, front desk teams have more time to engage meaningfully with guests, like asking about their journey or offering personalized recommendations, rather than focusing on data entry behind a screen.
For returning guests, technology can highlight key preferences automatically. For example, knowing a guest has a nut allergy can be flagged in advance and shared directly with the F&B team, ensuring a seamless dining experience. Or, if a frequent guest always checks in late due to evening flights, technology can automatically assign a quieter room farther from elevators, providing comfort without the guest ever needing to ask.
AI as the co-pilot, not the pilot
So, where does AI fit in?
AI’s true potential lies in empowering hotel teams, not replacing them. Think of AI as the quiet partner in the background, handling routine, repetitive tasks so your staff can focus on what they do best: creating exceptional guest experiences.
Here’s what that looks like in practice:
- An AI-powered assistant that analyzes guest feedback in real-time, highlighting areas for service recovery, and flags opportunities to upsell.
- Intelligent analytics that compare performance against competitors and uncovers strengths and opportunities for improvement.
- A smart review response generator that drafts personalized, brand-voiced replies that your team can fine-tune in seconds.
This isn’t about cutting corners or reducing the size of your team; it’s about using technology to create more space for genuine hospitality.
Reputation is revenue
Here’s the bottom line: guests reward human connection.
Positive reviews mentioning staff lead to higher rankings, more bookings, and stronger revenue performance. And when you combine that with the operational lift AI provides, you unlock a new level of efficiency without sacrificing guest satisfaction.
This is what we call the tech-human synergy: Efficient operations. Empowered staff. Exceptional experiences.
