In our previous newsletter, we explored the transformative potential of AI in redefining hospitality’s commercial strategies—particularly its role in augmenting, accelerating, and automating our teams’ capabilities. 

As we examined:

AI isn’t about replacing the human touch; it’s about empowering our teams to focus on what truly matters: building lasting relationships and delivering extraordinary experiences.

Continuing this conversation, I am excited to introduce a thought leader whose expertise takes this idea to the next level. Miguel Flecha, CEO and Founder of Delaight, brings a unique perspective on leveraging digital transformation to drive guest engagement and loyalty. 

Miguel’s insights delve deep into how technology, when implemented with purpose and alignment, can seamlessly integrate into our commercial ecosystems, driving not only revenue but genuine value for our guests.

This week, Miguel will be sharing his approach to enhancing guest experience through innovative digital tools. His perspective perfectly complements our previous discussions on AI, showing us how a comprehensive digital strategy can be the bridge between operational efficiency and meaningful guest interactions. 

Let’s dive into Miguel’s vision and explore how hospitality can continue to evolve by embracing digital transformation with a human-centered approach.

Stay ahead in the hospitality game. Subscribe to my newsletter at Hospitality Labs for early access to extended and unique content.

Until next time, keep exploring the endless possibilities of hospitality.

Fernando Vives

Harnessing AI to Transform Hotel Commercial Strategy in B2B

In the dynamic world of hospitality, embracing artificial intelligence (AI) isn't just an option—it's a necessity. 

AI has the potential to revolutionize how hotel chains manage their commercial strategies, particularly within the B2B segment. 

Let's explore how AI can drive efficiency and boost sales, propelling hotels into a new era of growth.

1. Optimizing Sales Force Management

• Improving Cost Productivity
• Manual, time-consuming tasks bog down sales teams. AI can automate these processes, freeing your team to focus on strategic activities. By optimizing the team's workload and even their location mix, hotels can achieve the same results with less team cost.
• Increasing Revenue Productivity
• Equip your sales force with AI-driven tools for automated and intelligent account management. Adopting a 'work-by-exception' model allows your team to generate more revenue with the same effort, concentrating on high-impact opportunities while AI handles routine tasks.
• Intelligent Prioritization
• AI algorithms can identify accounts or opportunities with the highest potential return. This ensures your team focuses on what matters most. Lower-potential accounts? Let an AI-based self-service model manage them, ensuring no opportunity slips through the cracks.

2. Enhancing Commercial Strategy with Greater Intelligence

• Uncovering Hidden Revenue Opportunities
• Use data-driven approaches to delve deep into your current account portfolio. AI can reveal clients with greater potential than previously recognized, enabling targeted strategies to maximize these relationships.
• Identifying New Markets
• AI can scout for potential new accounts, markets, or territories that are currently off your radar. This intelligent approach helps you capture non-obvious demand, expanding your reach and tapping into new revenue streams.
• Personalized Customer Engagement
• Boost customer satisfaction with personalized and proactive communication and marketing. AI tailors interactions based on client behavior and preferences, increasing account returns, engagement, and conversion rates.

3. Implementing AI: Steps to Success

• Define your strategy: Purpose and objectives are key before you start an AI transformation. Define you business goals, understand how AI can help, define your data strategy and orchestrate a company-wide implementation.
• Data Integration and Management: Consolidate data from reservation systems, customer interactions, social media, and more to create a unified client view. This holistic data foundation is essential for effective AI application.
• Invest in Advanced AI Tools: Select AI technologies that align with your hotel’s specific needs:

• Predictive Analytics: Forecast booking trends, client needs, and market shifts.
• Machine Learning Algorithms: Identify patterns in large datasets to inform decision-making.
• AI-Powered CRM Systems: Automate account management, lead scoring, and follow-ups.

• Employee Training and Change Management: Equip your staff with the necessary skills to leverage AI tools effectively. Foster a culture that embraces innovation and continuous learning.
• Pilot Projects and Scaling plan: Start with pilot initiatives to test AI applications in specific areas. Use the insights gained to refine strategies before scaling up across the organization.
• Ethical Considerations and Compliance: Ensure AI implementation adheres to data privacy laws and ethical standards. Building trust with clients and stakeholders is paramount.

4. Real-World Examples of AI Initiatives

• Automated Lead Scoring
• Implement AI models to evaluate and rank leads based on their conversion likelihood and revenue potential. This helps sales teams prioritize efforts where they matter most.
• Dynamic Pricing Optimization
• Utilize AI to adjust room rates in real-time, considering factors like demand forecasts, competitor pricing, and market conditions. This maximizes revenue while staying competitive.
• AI-Powered Chatbots
• Deploy chatbots to handle routine inquiries from corporate clients, providing instant support 24/7. This enhances customer experience and allows staff to focus on complex tasks.
• Personalized Marketing Campaigns
• Use AI to analyze client behavior and preferences, delivering tailored marketing messages that resonate with individual corporate clients or segments.
• Demand Forecasting and Inventory Management
• Apply machine learning to predict booking patterns and occupancy rates, optimizing inventory allocation and staffing levels.
• MICE Opportunity Analysis
• Leverage AI to identify trends and opportunities within the Meetings, Incentives, Conferences, and Exhibitions sector, customizing offerings to meet specific client needs.
• Enhanced OTA Relationships
• Analyze data from Online Travel Agencies to understand booking behaviors, optimizing listings, and promotions to attract more business travelers.

The Competitive Edge

In a saturated market, AI offers a competitive advantage. 

Hotels that harness AI in their commercial strategies not only streamline operations but also unlock new avenues for growth and customer engagement.

Final Thoughts 

AI is more than a buzzword—it's a transformative force for the hotel industry. By focusing on sales force optimization and intelligent commercial strategies, hotels can drive efficiency and boost sales in the B2B sector. The future is here, and it's intelligent.

About Miguel Flecha

Embracing AI today sets the stage for tomorrow's success. Are you ready to transform your hotel's commercial strategy? Miguel Flecha is the CEO and Founder of Delaight, an AI-native travel boutique consultancy focused on helping travel companies adopt AI with a business sense, ensuring acceleration and business value. He has extensive experience in consulting and innovation space in the travel industry after 20 years working with large corporation in their digital transformation plans. 

About Fernando Vives

Fernando Vives stands at the forefront of hospitality expertise, guiding Minor Hotels Europe & Américas (former NH Hotel Group) Commercial Discipline and Top Line Results. His dynamic leadership oversees a vast portfolio, including sales, revenue management and digital growth, steering a team of over 2,000 across 30 countries and managing a turnover of over $3 billion USD. Awarded as one of the Top 20 Extraordinary Minds in the industry for Commercial & Revenue Optimization Leadership, Fernando's extensive background includes senior roles at renowned hotel chains and ventures into entrepreneurship. He is an academic pioneer, and an esteemed speaker and a passionate industry advocate, Fernando's educational prowess is matched by his commitment to shaping the future of hospitality as an Ambassador for Hospitality Labs.

The views and opinions expressed in this newsletter are solely those of Fernando Vives or collaborators and do not necessarily reflect those of any company or organization he works for or is affiliated with, nor those of their partners or suppliers. The data sources used are mostly public, ChatGPT may have been used for research assistance, copywriting or editing. If you find any discrepancies or errors in the data or insights shared, please reach out via LinkedIn for necessary adjustments. Thank you for following and being part of this community.