Booking.com, in collaboration with HotelTechReport.com, has launched a tool powered by generative AI (genAI) aimed at aiding hoteliers in enhancing their digital capabilities.
The AI Tech Stack Advisor tool offers tailored hotel assessments, recommending technology solutions to enhance business performance.
The tool employs genAI technology to generate individualised evaluations for hoteliers based on their existing technological setup and property features.
It uses HotelTechReport's repository of reviews to pinpoint technologies that can significantly influence business outcomes.
These recommendations span various tools, including channel managers, revenue management systems, upselling software, and customer relationship management platforms.
Booking.com travel technology ecosystems senior director Eddy Veldhuizen said: “As technology rapidly evolves, hoteliers are keen to leverage the latest tools to help them sustain growth.
“However, the task of identifying, investing in and implementing new tools can be daunting. The AI Tech Stack Advisor helps lower those barriers for hoteliers – both large and small – providing invaluable insights to help optimise their businesses, drive value and ultimately better serve their guests.”
The tool facilitates quicker and more informed decision-making by connecting hotel operators directly with potential vendors.
For connectivity partners of Booking.com, the tool also provides access to a network of hotels newly venturing into hospitality technology or seeking to upgrade their existing tech stacks.
It generates a 'Digital Transformation Score' for hotels, offering benchmarks against competitors and tracking digital progress over time.
Initially available for hoteliers, plans are in place to extend the service to homes and other accommodation types by next year.
During the initial phase, new users can audit one property with options to include additional properties upon request.
HotelTechReport.com CEO Jordan Hollander said: “The AI Tech Stack Advisor has been purpose-built to help hoteliers accelerate the pace of digital transformation in hospitality and grow their business. During this project, it became clear to us that the Booking.com team feels a deep sense of responsibility for the success of properties far beyond the bookings that come through its website.”
This initiative follows Booking.com's recent investment in AI-powered solutions aimed at enhancing the travel experience for customers and partners alike.
In September this year, EU’s top court voiced concerns over Booking.com’s restrictions on hotels against offering reduced rates on their or rival websites, suggesting this may hinder competition.
