Hotels Must Strengthen Brands in AI-Driven Marketing Era

Influence Society, a creative agency at the intersection of marketing, technology, and hospitality, has issued a press release highlighting the evolving role of artificial intelligence (AI) in hotel marketing. According to the release, as AI reshapes the landscape of hotel marketing, hotels must develop stronger brands to remain visible and chosen by travelers.

The transformation in the hotel discovery process is one of the key points emphasized by Influence Society. AI assistants now play a significant role in guiding travelers to their preferred accommodations. These assistants can provide recommendations based on a traveler's preferences, location, and desired experience, often before the traveler even reaches a hotel's website. This shift means that hotels must ensure their brand information is clear, consistent, and distinctive across all digital touchpoints, including websites, editorial coverage, reviews, and social media platforms.

Sébastien Félix, Founder & CEO of Influence Society, explains that while the purpose of hotels, creating desire and communicating what makes them unique, remains unchanged, the methods and systems around these brands are rapidly evolving.

Influence Society's AI Studio is equipped to transform hotel imagery and content, making it easier and faster to produce and adapt digital experiences. These tools can change the season or time of day in existing images, introduce carefully art-directed protagonists, and create new visual narratives without the need for a traditional photo shoot. However, Félix notes that while these technologies can generate and execute content, they are less effective in creating a clear point of view and a strong, recognizable identity. He emphasizes that hotels must focus on defining what makes their brand distinctive and translating this consistently across new digital channels to increase the chances of being recognized, recommended, and chosen.

The press release also highlights the importance of maintaining a clear brand identity in the face of technological advancements. Félix uses examples such as Hotel Cipriani in Venice and Kyoto, which have managed to preserve their cultural foundations while evolving with the changing landscape. He concludes that while technology will continue to evolve, the brand is what must remain constant and resilient.

In summary, Influence Society advises hoteliers to leverage AI in ways that amplify their brand rather than flatten it into a generic format. By focusing on what makes their brand unique and translating this consistently across digital channels, hotels can ensure they remain memorable and chosen by travelers in an increasingly AI-driven market.