Artificial intelligence has the potential to make hotel group sales significantly more efficient, but in some ways that might mean a race to the bottom, said sales expert Doug Kennedy.
Speaking on the latest episode of the "CoStar News Hotels" podcast, Kennedy, the president and co-founder of the Kennedy Training Network, said not giving sales people the chance to interact directly with meeting planners and other individuals moves hotels in a direction of being products on a shelf more than unique venues for important events in people's personal and professional lives.
"The idea [is] that you would get this instant response," he said. "And my concern was where does that really leave us in terms of differentiating the product? What's going to be left if everybody" does this?
He said it's not too much to predict a future where all hotels are seeking answers purely through AI channels, meaning any planner looking for a venue could end up with possibly dozens of immediate responses with the only point of differentiation between them being the price.
Kennedy noted the correct response is likely not just fear and rejection of the new technology, but a measured balance between the process benefits AI tools provide and the human touch brought by sales professionals.
"The key is what happens after that initial AI response," he said, noting sales people should promptly call and text.
"If you say, ... 'It's Doug Kennedy from the hotel you just emailed, I just had a couple of quick questions to help me personalize the response. Do you have a quick second?' Most people relax," he added. "They're going to be impressed."
For more from Doug Kennedy, listen to the podcast embedded above.