Skift Tech Forum: How Artificial Intelligence Can Improve Guest Experience
Skift Take
For travelers, tech overload can easily lead to burnout, but when used the right way, a flexible platform can foster a solid human connection.
Technology has greatly streamlined the travel industry, but in some instances, tech really alienates people. Our phones are bursting with apps that allow travelers to get inspired, book hotels, discover activities, and move around without ever speaking to another person. But that’s not the only way to travel.
Jessie Burgess, chief information officer at G6 Hospitality, the management company of Motel 6, is especially interested in using tech to improve the guest experience, not just removing friction and generally assisting in customer service, but fostering the human-to-human connection.
Personalization, the holy grail for all travel companies, is also key here. Burgess wants to build tech platforms that are as flexible as possible, to keep delivering what guests want in more precise ways. The company aims to be continually adaptable to how people search, ho
