South Carolina-based full-service hospitality management company Brittain Resorts & Hotels (BRH) has launched an AI-driven business intelligence technology matrix.

The launch comes as the company expands further into third-party management for hotel owners looking to improve satisfaction parameters.

BRH chief development officer Christy Jernigan said: “While the hospitality industry traditionally has taken a ‘wait and see’ approach to new technologies, we have taken a much more aggressive approach at Brittain.”

The new matrix features a wide range of platforms such as guest data, social media management, guest messaging communication, revenue management and more.

AI is applied to improve each of these platforms. It helps to create personalised marketing campaigns by assessing guest preferences and behaviours.

It can further forecast market demand, improve rate management by analysing large datasets, as well as provide real-time adjustments to pricing strategies to drive revenue.

The system will be operated under a data visualisation and business analytics tool Power BI, developed by Microsoft that connects to diverse databases. This will allow users to evaluate, aggregate, visualise and share their thoughts using reports and interactive dashboards.

Jernigan added: “From integrating with a hotel’s property management system to provide insights into guest demographics, preferences and behaviours to analysing operational data to uncover inefficiencies in housekeeping, maintenance or F&B operations, this platform represents a cutting-edge approach to working with the newest technologies available.

“These tools produce meaningful improvements to operations, which in turn lead to increased value for our shareholders.”

Brittain Resorts & Hotels has a portfolio of more than 4,000 rooms, suites and condos.

Currently, the company operates 20 hotels and resorts along with over 40 restaurants and bars across the US.