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Best Western’s AI-Powered Ads Offer Viewers Personalized Travel Tips And Tricks

Best Western’s AI-Powered Ads Offer Viewers Personalized Travel Tips And Tricks
Shopper Marketing & Promotions

The hotel chain partnered with IBM to provide consumers with curated accommodation recommendations, offers and travel info, catering to consumer demand for services that understand their needs and can provide tailored offers and advice

Elisa Lewittes
  • 5 july 2018

Best Western announced a new partnership with IBM Watson Advertising to create a new AI-powered ad that offers consumers personalized travel planning services such as tailor-made travel tips, accommodation recommendations and offers based on their unique preferences.

Customers can book hotel rooms and have access to a 360-degree tour of their chosen hotel, the hospitality chain’s rewards program and its amenities. These ads are run on weather.com and The Weather Channel app, both IBM-owned.

Best Western is not the only hotel chain to catch onto this consumer trend. Marriott International recently partnered with Salesforce, a CRM software company, to create a customer recognition platform that designs a more inviting experience for hotel guests. Through this personalized platform, hotel clients can request specific services or accommodations any time through the Marriott smartphone apps, the hotel chain’s website or call centers.

Consumers increasingly are deciding to spend more on experiences than on physical products. According to a survey, 43% of consumers said they are more likely to purchase from brands that focus on personalized customer experiences. This survey also found that 31% of customers value services that automatically understand their individual needs and offer tailor-made recommendations.

As a result, hospitality chains around the world are moving to adapt to the consumer data-driven demand for hyper-curated experiences. Globally, many hotels globally are integrating AI tools into their CRM system, while some hotel chains, such as the Hilton, now use robots instead of humans to initially interact with their guests.

Best Western

Marriott International


Lead image: watching television in hotel room stock photo from LightField Studios/Shutterstock

+CRM
+hospitality
+IBM
+IBM Watson
+Marketing
+personalized platform
+Shopper Marketing

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