Kay Walten - 10 Minutes News for Hoteliers

3 min

The AI Isn’t Making Things Up. It’s Reading Your OTA Description

📝 AI tools like ChatGPT and Gemini rely on OTA listings for hotel information. Outdated or generic descriptions on platforms like Booking.com or Expedia affect a property's online reputation and booking potential. This week, property managers are advised to review their listings, correcting inaccuracies and vague descriptions. Inaccurate details lead to missed bookings, as AI uses these listings to provide answers to potential guests. Regular updates could take about 45 minutes across platforms.

5 min

Your Destination Has a Story You’ve Never Read

🗺️ Couples planning trips often rely on AI and search engines, rather than destination websites. Marriott Bonvoy's 2026 study shows 50% of travelers use AI for trip planning, up from 26% two years ago. A TakeUp survey indicates 94% trust AI recommendations, despite 52% citing inaccuracies. A simple 20-minute audit using incognito mode can identify errors in online information. The Tennessee tourism board improved visibility by correcting incomplete online profiles, highlighting the impact of accurate data.

1 min

The Last Five Minutes Are Your Marketing

📓 Map the final five minutes in hospitality: experiences often impact future returns. Rushed or awkward goodbyes can lead to increased acquisition costs, as guests decide whether a venue becomes part of their routine. Effective experiences reduce marketing expenses—consistency in guest treatment is key. Final moments impact memory, influencing return behavior and referrals. The best marketing asset is the guest's feeling as they leave, not the ad budget.

4 min

Your Rate Is a Promise. What Is It Promising?

💸 This week, analyze your off-peak rates. Average review analysis takes 10 minutes. Check if language indicates mismatched expectations. Rates should align with guest expectations—low rates lead to fewer profits even with full bookings. Guests booking discounted stays expect a different experience. Adjust listing descriptions for accurate representation, guiding guests to choose off-peak stays intentionally. Consider platform discrepancies—evaluate listings on Airbnb, Booking.com. Address mismatches to improve guest satisfaction and financial outcomes.

3 min

The Tuesday Test: How to Run It

📅 Two methods to run the "Tuesday Test" for hospitality operators include using AI tools like ChatGPT or conducting a manual site visit. This strategy identifies mismatches between listings and guest experiences on slow days, such as Tuesdays, by evaluating property conditions and service availability. Operators should focus on closing one gap per week, adjusting listings, emails, or welcome messages without needing new hires or software, to improve guest reviews.

7 min

Destination Sunday: When a Best-Of Travel List Finds Your Town

🗺 This week, a destination marketing director saw their destination featured on major travel lists like NatGeo and The New York Times, with over 200 destinations named in two weeks. Morioka, Japan, a city with 290,000 people, was unexpectedly listed at #2 in 2023 by NYT’s “52 Places.” The surge in attention can lead to overtourism, straining small towns. A Norwegian hiking spot saw visitors jump from 800 to 80,000 in under ten years. TikTok travel content views surged by 410% from 2021 to 2024.

3 min

AI Doesn’t Create Demand, It Stops It from Slipping Away

💻 For independent hotels, AI enhances guest experience by reducing common friction points like check-in questions and communication clarity. Instead of creating demand, AI prevents loss by refining pre-arrival messages, personalizing communication, and surfacing patterns that need attention. It helps streamline operations without adding staff. Key focus: clarity and consistency. AI isn’t about adding more tools but making existing processes more efficient, ensuring personalized, relevant communication, and revealing areas to strengthen guest trust.

1 min

Trust in Hospitality

🏨 Hosts and hoteliers face challenges aligning growth with community values, causing hesitations. Mismatched information, like Google stating 8 AM and a website stating 9 AM, creates confusion. Kay Walten, with 35 years in hospitality, suggests practical solutions to improve trust, direct bookings, and guest experiences. Emphasis on consistency and early corrections can enhance confidence and community integration, ensuring tourism that lasts while managing limited staff effectively.

2 min

Turn Guest Reviews Into Referrals

📖 Pull 10 five-star reviews, create two piles or columns. Count reviews with specific nouns to identify "Sticky" reviews. Add repeating details to your checkout message to enhance guest memory and referrals. Example: “Before you go, sit by the fire pit at dusk,” which increased mentions in reviews. If no details repeat, highlight unique features, like a hidden bakery. Aim for 0-2 Sticky reviews initially. Use AI tools like ChatGPT or Claude to sort reviews if needed.

3 min

Your Guest Loved It. They Told No One.

📄 Roughly 77% of repeat guest revenue flows through online travel agencies, with only 8% of Airbnb users booking directly on subsequent visits. Reviews lacking specific details fail to generate referrals or repeat stays. A ten-minute review check is recommended: tally reviews mentioning clear moments versus generic praise. Aim for 6 or more specific reviews to foster referrals. Analyze guest feedback for recurring details to create memorable experiences, enhancing guest recommendations and direct bookings.

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