What Hoteliers Need to Know

  By John Smallwood, President of Travel Outlook October 2025   Over the past several months, we’ve explored some of the most common criticisms of conversational AI in hospitality. We’ve examined the empathy gap, where AI struggles to respond with genuine emotional intelligence. We’ve looked at personalization and why even the most advanced systems often fall short of treating guests like individuals. We’ve considered the risks of anthropomorphizing AI—when systems seem too human, creating unrealistic guest expectations. And we’ve addressed the fear of job displacement, showing that AI like Annette, The Virtual Hotel Agent™ (Annette) doesn’t replace staff but she complements them.   In this final article of the series, we turn to perhaps the most complex issue of all: bias and inaccuracy.   Why Bias Matters in Hospitality   Bias in AI isn’t always intentional, but it’s always impactful. Algorithms are built and trained by humans, which means they can absorb the same blind spots, cultural assumptions, or skewed data as their creators.   In hospitality, this can manifest itself in subtle yet significant ways. A guest’s request might be misinterpreted because of an accent. A product recommendation could reflect the preferences of a narrow dataset, not the needs of a diverse traveler. Or a system might miss context that an experienced concierge would recognize immediately.   For hotels, these moments matter. Guests expect fairness, accuracy, and cultural awareness. A system that repeatedly misses the mark risks not just disappointing a guest but eroding trust in the brand.   How Bias Compounds Existing Challenges   The concerns we’ve already covered in this series intersect directly with the risks of bias.  

• Empathy: As we noted in our article on AI’s empathy gap, 73% of consumers say customer experience is a critical factor in purchasing decisions. If an AI response feels not only robotic but also biased or dismissive, the damage is compounded.
• Personalization: Bias undermines personalization. If the data used to tailor guest interactions reflect outdated or narrow assumptions, the experience may feel less personal, not more.
• Anthropomorphizing: When AI systems sound “human,” guests may assume their judgment is fair or impartial. In reality, those outputs could reflect unseen biases baked into the training data.
• Job Displacement: As we argued in our piece on AI and employment, Annette doesn’t replace humans, and humans are needed precisely because they can recognize and correct inaccuracies.

  In short, bias is rarely an isolated issue. It amplifies every other weakness in the system.   Annette’s Approach: Purpose-Built and Professionally Managed  

This is where Annette sets herself apart. Unlike generic chatbots designed for broad industries, Annette was built specifically for hospitality. She doesn’t try to be everything for everyone. Instead, she’s pre-trained with hotel-specific vocabulary, policies, and guest-service scenarios. That specialization reduces the risk of irrelevant or inaccurate answers.

  Equally important, Annette’s powerful guest-led conversational hotel AI was designed with boundaries. She doesn’t “fake it” when a guest’s request goes beyond her scope. If a conversation requires nuance, empathy, or cultural judgment, she seamlessly escalates to a live hotel staff member. As we’ve emphasized throughout this series, that handoff is not a failure of AI — it’s a feature.   Behind the scenes, Annette is supported by Travel Outlook’s premier hotel call center. Unlike plug-and-play systems that rely solely on static training sets, Annette evolves through continual oversight and updates. Human experts ensure that her performance reflects the standards of hospitality, not just the logic of an algorithm.   Transparency as a Safeguard   Another way to manage bias is through transparency. In When AI Seems Human, we stressed that guests should always know when they’re interacting with an AI system. That principle applies here as well. If guests understand they’re speaking with Annette, they’re more likely to appreciate her speed and availability while giving her the benefit of the doubt if she escalates their request. Transparency prevents bias from being mistaken for intentional judgment.   Why Bias Isn’t a Dealbreaker   It’s important to acknowledge that no AI system will ever be perfect. Bias and inaccuracy are risks in any algorithm, especially those that interact with human language. But in hospitality, the question isn’t whether AI can operate without flaws. The question is whether it can operate in a way that enhances the guest experience despite those flaws.   Annette does precisely that. By focusing on hotel-specific training, integrating human oversight, and prioritizing escalation when needed, she minimizes the risks of bias while maximizing the benefits of automation. She answers routine questions, handles call volume, and provides multilingual support — all while leaving the most sensitive or subjective cases to human staff.   The Bigger Picture  

Hospitality is entering a new era where every guest interaction counts. Travelers are paying more for experiences and expect service that’s both efficient and authentic. Online travel agencies continue to struggle with unresponsiveness, putting direct guest engagement back in the spotlight. Voice, in particular, has reemerged as a critical channel for booking and guest support.

  In this environment, hoteliers can’t afford to ignore the efficiencies of AI — but they also can’t afford to deploy systems that frustrate guests or perpetuate bias. The winning strategy is the same one we’ve highlighted throughout this series: pairing cutting-edge AI with the irreplaceable judgment, empathy, and cultural awareness of human staff.   Bias and inaccuracy are real concerns in conversational AI, but they aren’t dealbreakers. For hotels, the key is choosing AI solutions designed for their industry and pairing them with expert human support.   Annette embodies this balance. She was built for hospitality, trained to minimize inaccuracies, and supported by Travel Outlook’s industry-leading talent. For hotels, that means embracing AI not as a substitute for service, but as a partner in delivering it.  

About John Smallwood, President of Travel Outlook A veteran in the hospitality industry, John has owned, developed, and managed hotels for many years.  After earning a BBA from New Mexico State University, he started his career with AT&T, gaining invaluable insight and experience in the early years of the data revolution.  His experience in technology and hospitality merged in his development of Travel Outlook, the world-class hospitality contact center.  More recently, he has branched out with the creation of Annette, the first AI-powered conversational AI assistant for the hotel industry.

 

About Travel Outlook, the premier hotel call center™ Travel Outlook is an innovative, custom off-site central reservations office (CRO) service that serves as either a primary or overflow reservations department for hotels. Travel Outlook utilizes industry-leading talent combined with hospitality-specific AI-powered technology (Annette, The Virtual Hotel Agent™) to enhance customers’ voice channels and increase conversion rates.   Given its progressive approach to the voice channel – in terms of performance, training, transparency, testing and the tools used to measure performance – Travel Outlook, the premier hotel call center™ is the leading voice reservations team in hospitality. Travel Outlook's valued client list includes Viceroy Hotel Group, Curator Hotels and Resorts, Outrigger, KSL Resorts, Proper Hospitality Group, Atlantis, The Irvine Company, Sage Hospitality, Noble House Hotels, HEI Hotels, Pyramid Global, and many others. Travel Outlook's team and approach increases sales conversion and helps to create more effective voice communication between hotels and their guests, resulting in improved social scores in addition to increased voice channel revenue. https://traveloutlook.com/

 

About Annette, The Virtual Hotel Agent™ Annette is a guest-led conversational AI assistant designed specifically for the hospitality industry. Annette has been programmed using a breakthrough approach to conversational AI, using natural language understanding software built from human conversations. Using social media, chat forums, and movie dialogue, Annette learns from billions of casual human conversations to understand human inflections and multi-turn queries. This revolutionary approach means Annette understands callers no matter what they say, when they say it, or how they speak. Annette can answer FAQs specific to your property, understand multiple languages, route calls, send follow up texts, and more. For more information, visit https://traveloutlook.com/annette/

 

  Santa Fe, NM — [October 1, 2025] — Travel Outlook, the Premier Hotel Call Center™, has announced the launch of Strong Voices Gaming Contact Center, an innovative off-site contact center designed for casino operations. Strong Voices sets a new standard for casino contact center services by combining advanced technology, decades of call-handling expertise, and a unique commitment to supporting tribal communities, and it does all of this affordably.  

Strong Voices will be welcomed to the gaming industry at the Global Gaming Expo at the Venetian Hotel in Las Vegas October 6-9 this year.   The Strong Voices team will be in booth 5047.

  Strong Voices offers tribal casinos a unique opportunity to train and empower younger tribal members with professional call-handling skills. With hands-on training, modern equipment, and expert guidance, new team members can make an immediate positive impact in their own casino operations while building long-term careers in hospitality and gaming support.   Backed by Travel Outlook’s management team — with more than 60 years of industry experience — Strong Voices delivers unmatched professionalism and courtesy, ensuring VIP players and guests receive concierge-level service from the very first call.  

John Smallwood President Travel Outlook

“Strong Voices was built to provide casinos with a high-performance voice solution that uses AI to guarantee consistent results,” said John Smallwood, President at Travel Outlook. “Our approach not only safeguards revenue and enhances guest loyalty but also creates opportunities for tribal communities to build lasting skills.”

  Key Features of Strong Voices include:  

• 24/7/365 multilingual coverage
• Simple, transparent pricing with scalable options
• Voice, chat, SMS, email, and social media support in a single agent desktop
• Advanced routing of high-value players to VIP specialists
• Daily AI-driven call scoring for every agent
• Call recording with selective pause/resume, PII masking, and full audit trails compliant with gaming regulations
• PCI DSS 4.0, SOC 2, and gaming commission security compliance
• Dispute resolution for bets and promotions with seamless escalation of risk and fraud concerns
• Redundant carriers and geo-redundant data centers
• White-glove onboarding experience

  Strong Voices handles every type of guest interaction with precision — from booking casino reservations and managing front desk inquiries to coordinating restaurant, spa, golf, and group business requests.   In addition, for its clients the Strong Voices team can integrate Annette, The Virtual Hotel Agent™, a guest-led powerful conversational AI assistant designed specifically for hospitality industry. Annette can handle hundreds of FAQs and route calls effectively, allowing casinos to reduce fixed labor expenses.   By streamlining communication across voice, chat, and digital channels, Strong Voices resolves guest needs quickly and enhances the overall experience. The result: stronger VIP loyalty, improved operational efficiency, and increased gaming and lodging revenue.   For additional information on Travel Outlook and Strong Voices Gaming Contact Center:   John Smallwood President, Strong Voices Gaming Contact Center Email:  jsmallwood@thestrongvoices.com Phone: (844) 872-8356 Website: www.thestrongvoices.com  

About Travel Outlook and Strong Voices Gaming Contact Center Travel Outlook and Strong Voices are innovative, custom off-site reservations offices that serve as either a primary or overflow reservations department for hotels.  The companies use industry-leading talent combined with hospitality-specific AI-powered technology to enhance customer satisfaction and increase conversion.   Travel Outlook is the leading voice reservations team in hospitality. Travel Outlook's valued client list includes Viceroy Hotel Group, the Ojibwe Band’s Mille Lacs and Hinkley Grand Casinos, Spokane Tribe Casino, Curator Hotels and Resorts, Outrigger, KSL Resorts, Proper Hospitality Group, Atlantis, The Irvine Company, Sage Hospitality, Noble House Hotels, HEI Hotels, Pyramid Global, and many others. Travel Outlook increases sales conversion and helps to create more effective voice communication between hotels and their guests, resulting in improved social scores in addition to increased voice channel revenue. https://traveloutlook.com  /  www.thestrongvoices.com

 

About Annette, The Virtual Hotel Agent™ Annette is a guest-led conversational AI assistant designed specifically for the hospitality industry. Annette has been programmed using a breakthrough approach to conversational AI, using Generative AI and natural language understanding software built from human conversations. Using social media, chat forums, and movie dialogue, Annette learns from billions of casual human conversations to understand human inflections and multi-turn queries. This revolutionary approach means Annette understands callers no matter what they say, when they say it, or how they speak. Annette can answer FAQs specific to your property, understand multiple languages, route calls, send follow up texts, and more. For more information, visit https://traveloutlook.com/annette/

  Media Contact: Raul Vega, President LEVEL 5 Hospitality, LLC vega@level5hospitality.com  

 

The Risks and Rewards of Anthropomorphizing in Hospitality

  By John Smallwood, President of Travel Outlook August 2025   In the race to stand out in a competitive hospitality market, hoteliers are turning to artificial intelligence (AI) to provide faster, more personalized guest service. Voice bots, chatbots, and virtual agents have become common tools for managing reservations, handling inquiries, and even making recommendations. But as these systems adopt more human-like qualities—first-person pronouns, conversational tones, even simulated emotions—they raise a question: when an AI “feels” human, do guests understand it’s still a machine?   This tendency to attribute human traits to AI, known as anthropomorphizing, can be both a benefit and a liability for hotels. When done well, it creates smoother, more natural interactions that encourage guest trust. When taken too far, it risks misleading guests or creating unrealistic expectations.   Why Anthropomorphizing Happens   Hospitality is built on human connection. Guests expect warmth, empathy, and attentive service— the very qualities AI developers strive to emulate. Features like natural language processing (NLP), contextual awareness, and carefully chosen pronouns make it easier for guests to communicate naturally with an AI system.  

Annette, The Virtual Hotel Agent™, is a prime example. Unlike the average chatbot, Annette uses conversational cues that make speaking to her feel intuitive and comfortable. She can answer detailed questions, route calls to the correct department, and follow up with text confirmations — all in a way that feels human without pretending to be one.

  The challenge arises when human-like traits cross the line into creating the illusion of individual identity. If a guest believes they are speaking to a live person, they may attribute human judgment or emotional nuance that the AI can’t provide.   The Risk of Misaligned Expectations   A growing body of research confirms what many hoteliers already suspect: AI may know a lot about your guests, but it still doesn’t know them. It can deliver precise recommendations based on data, whether that’s suggesting a local restaurant or upselling a room package. Still, it cannot read the subtle cues that an experienced concierge would notice.   73% of consumers say they want AI to make customer experiences more helpful and efficient, not more “human” in a deceptive way. Guests appreciate quick, accurate answers, but if AI interactions feel emotionally manipulative, it can erode trust.   For hotels, managing this balance is critical. Over-promising on AI’s “personality” can lead to disappointment when guests realize the system can’t adapt to complex, emotional situations the way a staff member can.   The Opportunity for Hotels   Anthropomorphizing, when handled thoughtfully, can be a strategic advantage. Guests prefer interacting with systems that feel approachable, especially when compared to rigid, menu-driven chatbots. By blending human-like communication with clear boundaries, hotels can create an experience that feels personal without misrepresenting the technology.  

This is especially valuable as travel prices are on the rise and travelers are spending more on hospitality. In today’s market, hoteliers must find innovative solutions to remain competitive — solutions that not only meet guest needs but also set the tone for authentic, memorable experiences.

  Annette excels here by answering calls quickly, something that directly improves reservation capture rates, and by offering context-aware product and service recommendations. In fact, 67% of guests say they’re more likely to accept upsell suggestions when they’re relevant and well-timed.   Setting Clear Expectations   The key to using anthropomorphizing effectively is transparency. Guests should know they are interacting with an AI system from the start. This doesn’t diminish the value of the interaction — it enhances it by building trust.   Practical tips for hotels include:  

• Introduce the AI by name and role: “I’m Annette, The Virtual Hotel Agent. I can help you with questions, recommendations, and guest services.”
• Avoid emotional manipulation: Expressing sympathy or excitement in a way that suggests genuine feeling can create false impressions.
• Be consistent in tone: Keep the AI’s “voice” professional yet warm, aligning with the hotel’s brand personality.
• Provide easy escalation: Ensure guests can quickly reach a live agent for complex or sensitive matters.

  Why This Matters Now   Hospitality is in a moment of transformation. Industry experts predicted travel booms and labor shortages, and both have come true. In this environment, every guest interaction counts. It’s absolutely critical to take advantage of every opportunity to earn positive guest comments and improve your rankings, whether those interactions happen with a live staff member or an AI system.   As OTAs struggle with unresponsiveness, direct guest engagement (primarily through the voice channel) becomes a powerful differentiator. Unlocking the power of that channel with guest-led, conversational hotel AI can improve conversions, enhance engagement, and keep guests booking directly with your property.   Final Takeaway for Hoteliers   AI is revolutionizing hotel operations, but its success depends on clarity and authenticity. Anthropomorphizing can make systems like Annette more relatable and approachable, but it must be paired with transparency to avoid misleading guests.   When guests know what to expect and receive fast, relevant, and helpful responses, they’re more likely to leave satisfied, return in the future, and recommend your property to others. That’s how hotels can compete in the era of OTA’s like Booking.com and Airbnb, and deliver the kind of authentic, memorable experiences that drive loyalty.   For more information on how Travel Outlook and Annette, the Virtual Hotel Agent™ can transform your hotel's operations, visit TravelOutlook.com/Annette today.  

About John Smallwood, President of Travel Outlook A veteran in the hospitality industry, John has owned, developed, and managed hotels for many years.  After earning a BBA from New Mexico State University, he started his career with AT&T, gaining invaluable insight and experience in the early years of the data revolution.  His experience in technology and hospitality merged in his development of Travel Outlook, the world-class hospitality contact center.  More recently, he has branched out with the creation of Annette, the first AI-powered conversational AI assistant for the hotel industry.

 

About Travel Outlook, the premier hotel call center™ Travel Outlook is an innovative, custom off-site central reservations office (CRO) service that serves as either a primary or overflow reservations department for hotels. Travel Outlook utilizes industry-leading talent combined with hospitality-specific AI-powered technology (Annette, The Virtual Hotel Agent™) to enhance customers’ voice channels and increase conversion rates.   Given its progressive approach to the voice channel – in terms of performance, training, transparency, testing and the tools used to measure performance – Travel Outlook, the premier hotel call center™ is the leading voice reservations team in hospitality. Travel Outlook’s valued client list includes Viceroy Hotel Group, Curator Hotels and Resorts, Outrigger, KSL Resorts, Proper Hospitality Group, Atlantis, The Irvine Company, Sage Hospitality, Noble House Hotels, HEI Hotels, Pyramid Global, and many others. Travel Outlook’s team and approach increases sales conversion and helps to create more effective voice communication between hotels and their guests, resulting in improved social scores in addition to increased voice channel revenue. https://traveloutlook.com/

 

About Annette, The Virtual Hotel Agent™ Annette is a guest-led conversational AI assistant designed specifically for the hospitality industry. Annette has been programmed using a breakthrough approach to conversational AI, using natural language understanding software built from human conversations. Using social media, chat forums, and movie dialogue, Annette learns from billions of casual human conversations to understand human inflections and multi-turn queries. This revolutionary approach means Annette understands callers no matter what they say, when they say it, or how they speak. Annette can answer FAQs specific to your property, understand multiple languages, route calls, send follow up texts, and more. For more information, visit https://traveloutlook.com/annette/

 

  By John Smallwood, President of Travel Outlook July 2025   In the hospitality industry, few topics stir as much debate—and anxiety—as artificial intelligence. For some, AI conjures visions of front desks replaced by machines or once-warm guest experiences reduced to robotic exchanges. But the truth is far more nuanced.   At Travel Outlook, we believe that AI isn't here to replace people; it's here to empower them. In today's hospitality landscape, tools like Annette, The Virtual Hotel Agent™, are helping hotels strike the ideal balance between cost efficiency and exceptional guest service.   The Real Goal: Smarter Service, Not Smaller Teams   With staffing shortages and rising operational costs reshaping how hotels operate, outsourcing services like call handling and reservations has become a necessity—not a luxury. But this isn't about replacing jobs. It's about allowing hotel staff to focus on what they do best: delivering high-touch, personalized guest experiences.   That's where Travel Outlook comes in. As the premier hotel call center, Travel Outlook combines a highly trained reservations team with cutting-edge AI technology to support hotel operations and alleviate pressure on front desk staff. Our secret weapon? Annette, The Virtual Hotel Agent™ (Annette), is a guest-led conversational AI solution designed specifically for the hospitality industry.  

Annette doesn't compete with human staff—she complements them. She answers frequently asked questions, handles multiple calls simultaneously, offers multilingual support, and transfers guests to the correct department when needed.   The result? Hotel staff regain valuable time to focus on in-person service, while guests receive faster, more accurate, and more satisfying support across all touchpoints.

    Debunking the Myth: AI Doesn't Eliminate Hospitality Jobs   Fears around AI and job loss are understandable. But in hospitality, those fears are often misplaced. As guest demands evolve, many hotels are discovering that AI isn't about cutting headcount—it's about covering more ground with the same team. By automating repetitive tasks and call handling, Annette enables hoteliers to do more with less, particularly in today's lean staffing environment.   Rather than replacing front desk agents, Annette acts as the first line of contact, handling routine inquiries—such as check-in times, pet policies, or local dining recommendations—with natural, human-like conversation. When a call needs a human touch, Annette transfers it seamlessly. This handoff isn't a failure of AI—it's a feature. It's part of what makes Annette unique.   Better Guest Experiences Through AI-Human Synergy   According to McKinsey, 71% of consumers expect personalized service, and 76% become frustrated when they don't receive it. In hospitality, that level of personalization can make or break a guest's impression. But personalization isn't just about using someone's name in a confirmation email—it's about understanding tone, urgency, and context.   This is where most AI falls short. Generic bots or IVR systems often provide cold, scripted replies that fail to capture the nuance of genuine service. Annette is different. She has been trained specifically for the hospitality industry, utilizing natural language processing and conversational AI developed by PolyAI. That means she doesn't just answer questions—she holds conversations.   With multilingual capabilities, customizable voice talent, and hotel-specific knowledge, Annette delivers seamless, intuitive interactions that reflect your brand's tone and standards. She can remember previous interactions, personalize responses, and escalate when necessary, ensuring that no guest feels like a ticket number in a support queue.   Proven to Perform: The Power of Integration     When paired with Travel Outlook's expert reservations team, Annette becomes part of a larger system designed to increase revenue and guest satisfaction. Travel Outlook is the only hotel call center certified by the Kennedy Training Network and has proven to convert up to 70% of qualified reservation calls into revenue at higher ADRs. Our proprietary training, developed in partnership with Forbes, ensures that every call is handled with efficiency, hospitality, and expertise.   With Annette managing routine volume and Travel Outlook's reservations team ready to close high-value calls, hotels enjoy the best of both worlds: the speed and availability of AI combined with the persuasive power of a trained sales professional.   A More Human Future, Powered by AI   It's time to stop viewing AI as the end of hospitality jobs and start seeing it as the beginning of a new era; one where hotel teams can deliver even more personalized, emotionally intelligent service by offloading the tasks that slow them down. Guests, staff, and hotel operators all benefit. It's not a zero-sum game. It's a more innovative and sustainable way forward.   As the industry continues to evolve, solutions like Annette help hotels rise to meet new challenges without compromising on the heart of hospitality. Because, in the end, it's not about man versus machine. It's about how the two work together more effectively. And with the right hotel call center partner, like Travel Outlook, that future is already here.   For more information on how Travel Outlook and Annette, the Virtual Hotel Agent™ can transform your hotel's operations, visit TravelOutlook.com/Annette today.  

Looking for ways to address hiring and staffing challenges and control front desk labor expenses? 

Learn more about Annette™, the leading conversational AI-powered,

virtual agent dedicated to hotel guest service.

   

About John Smallwood, President of Travel Outlook A veteran in the hospitality industry, John has owned, developed, and managed hotels for many years.  After earning a BBA from New Mexico State University, he started his career with AT&T, gaining invaluable insight and experience in the early years of the data revolution.  His experience in technology and hospitality merged in his development of Travel Outlook, the world-class hospitality contact center.  More recently, he has branched out with the creation of Annette, the first AI-powered conversational AI assistant for the hotel industry.

 

About Travel Outlook, the premier hotel call center™ Travel Outlook is an innovative, custom off-site central reservations office (CRO) service that serves as either a primary or overflow reservations department for hotels. Travel Outlook utilizes industry-leading talent combined with hospitality-specific AI-powered technology (Annette, The Virtual Hotel Agent™) to enhance customers’ voice channels and increase conversion rates.   Given its progressive approach to the voice channel – in terms of performance, training, transparency, testing and the tools used to measure performance – Travel Outlook, the premier hotel call center™ is the leading voice reservations team in hospitality. Travel Outlook's valued client list includes Viceroy Hotel Group, Curator Hotels and Resorts, Outrigger, KSL Resorts, Proper Hospitality Group, Atlantis, The Irvine Company, Sage Hospitality, Noble House Hotels, HEI Hotels, Pyramid Global, and many others. Travel Outlook's team and approach increases sales conversion and helps to create more effective voice communication between hotels and their guests, resulting in improved social scores in addition to increased voice channel revenue. https://traveloutlook.com/

 

About Annette, The Virtual Hotel Agent™ Annette is a guest-led conversational AI assistant designed specifically for the hospitality industry. Annette has been programmed using a breakthrough approach to conversational AI, using natural language understanding software built from human conversations. Using social media, chat forums, and movie dialogue, Annette learns from billions of casual human conversations to understand human inflections and multi-turn queries. This revolutionary approach means Annette understands callers no matter what they say, when they say it, or how they speak. Annette can answer FAQs specific to your property, understand multiple languages, route calls, send follow up texts, and more. For more information, visit https://traveloutlook.com/annette/

   

  At this juncture, "chatbot" has become common speak with customer service technology — a generic term used to describe just about any digital assistant, from voice AI to live chat pop-ups and automated phone trees. However, like most catch-all terms, it doesn't tell the whole story.   In the case of Annette, The Virtual Hotel Agent™ (Annette) developed by Travel Outlook, the term "chatbot" simply doesn't suffice. It's not just a matter of semantics. In an industry where guest experience defines success, the difference between a generic chatbot and a purpose-built AI assistant like Annette can mean the difference between a lost booking and a loyal guest.   So, What Is a Chatbot?   By definition, a chatbot is a software application designed to simulate human conversation — usually through text, though some also operate via voice. They can answer questions, provide basic information, and help users complete simple tasks.   You've probably seen them pop up in the corner of a website asking if you need help or heard them on a phone line offering menu options. These bots rely on scripts, pre-programmed rules, or natural language processing (NLP) to understand and respond to user input. While some are becoming more sophisticated, most remain transactional tools designed to quickly move users from question to answer. They're helpful — but limited.   As AWS puts it, chatbots are typically used for basic support tasks, such as answering FAQs, providing order status updates, or assisting with account-related questions. Salesforce adds that the best bots are integrated with CRMs to enhance customer interactions, but many still struggle to understand intent or escalate appropriately.   Annette is No Chatbot   Annette does more than simulate conversation — she holds it. She doesn't just answer a question — she understands context. And most importantly, she wasn't built to serve every industry or use case under the sun. She was built specifically for hospitality.  

Unlike traditional bots that stick to yes-or-no trees or send users in circles, Annette listens to full guest requests, provides real-time answers using hotel-specific knowledge, and routes calls appropriately when a live person is needed. If the guest calls back later or needs text confirmation, Annette can handle that too.

  We're not saying Annette is human — she's AI. But she was trained to speak and respond in a way that feels natural, helpful, and relevant to your hotel's brand voice. She can even be programmed to use your hotel's voice talent.   What Makes Annette Different   Here's what guests actually experience when interacting with Annette:  

• She Speaks Your Language: Annette was designed with voice in mind — not just text — which means she works seamlessly over the phone, still the most common touchpoint for hotel guests. She's also multilingual, allowing her to serve a broader audience without friction.
• She Understands Hospitality: While chatbots often need to be taught your business from scratch, Annette comes pre-trained in hotel-specific tasks. She understands room types, amenities, booking policies, and even unique brand language that your team can customize.
• She's Built to Help, Not Just Answer: Annette doesn't stop at answering a question. She can transfer calls, send follow-up texts, and take pressure off your front desk by handling repetitive inquiries that clog phone lines — from check-in times to pet policies.
• She Sounds Human — On Purpose: Unlike stiff, robotic voices or confusing chatbot logic, Annette's responses are conversational. That's not by accident. She was built using advanced natural language understanding that's continually refined to sound warm, confident, and helpful.
• She Doesn't Just Deflect — She Directs: Chatbots often frustrate users because they offer vague or generic replies. Annette guides guests to the right next step, whether that's a room upgrade, a reservation change, or connecting with the right department.

  Why It Matters for Your Guests  

Your guests aren't comparing your customer service to that of the hotel down the street — they're comparing it to their best brand interactions anywhere. And a generic chatbot that fumbles their call or can't understand a simple request doesn't just fall short — it reflects poorly on your brand.

  Annette ensures that even when your team is busy, guests still feel heard, supported, and taken care of. She's not a gimmick, a tech add-on, or an impersonal barrier. She's an extension of your staff — one who's always on, always learning, and always polite.   Final thoughts   The difference between what a chatbot can do versus what guests expect it to do is night and day. Personalization remains the biggest blind spot for typical chatbots. As expectations grow, that gap is becoming more visible.   It’s not enough for chatbots to be fast, available, or multilingual. If it can’t treat guests like individuals or recognize their needs, moods, and milestones then it’s not delivering on the promise of hospitality. For chatbots to thrive in this industry, it needs to do more than automate. It needs to understand.   While many AI systems fall short, Annette, The Virtual Hotel Agent™ with advanced natural language processing (NLP) allows for more context-aware interactions. Annette doesn’t just answer questions, she listens, learns, and adapts. When a guest sounds distressed or an issue falls outside of routine parameters, Annette is designed to escalate the interaction to a human agent without friction. That’s personalization, too.   For more information on how Travel Outlook and Annette, the Virtual Hotel Agent™ can transform your hotel's operations, visit TravelOutlook.com/Annette today.  

About John Smallwood, President of Travel Outlook A veteran in the hospitality industry, John has owned, developed, and managed hotels for many years.  After earning a BBA from New Mexico State University, he started his career with AT&T, gaining invaluable insight and experience in the early years of the data revolution.  His experience in technology and hospitality merged in his development of Travel Outlook, the world-class hospitality contact center.  More recently, he has branched out with the creation of Annette, the first AI-powered conversational AI assistant for the hotel industry.

 

About Travel Outlook, the premier hotel call center™ Travel Outlook is an innovative, custom off-site central reservations office (CRO) service that serves as either a primary or overflow reservations department for hotels. Travel Outlook utilizes industry-leading talent combined with hospitality-specific AI-powered technology (Annette, The Virtual Hotel Agent™) to enhance customers’ voice channels and increase conversion rates.   Given its progressive approach to the voice channel – in terms of performance, training, transparency, testing and the tools used to measure performance – Travel Outlook, the premier hotel call center™ is the leading voice reservations team in hospitality. Travel Outlook's valued client list includes Viceroy Hotel Group, Curator Hotels and Resorts, Outrigger, KSL Resorts, Proper Hospitality Group, Atlantis, The Irvine Company, Sage Hospitality, Noble House Hotels, HEI Hotels, Pyramid Global, and many others. Travel Outlook's team and approach increases sales conversion and helps to create more effective voice communication between hotels and their guests, resulting in improved social scores in addition to increased voice channel revenue. https://traveloutlook.com/

 

About Annette, The Virtual Hotel Agent™ Annette is a guest-led conversational AI assistant designed specifically for the hospitality industry. Annette has been programmed using a breakthrough approach to conversational AI, using natural language understanding software built from human conversations. Using social media, chat forums, and movie dialogue, Annette learns from billions of casual human conversations to understand human inflections and multi-turn queries. This revolutionary approach means Annette understands callers no matter what they say, when they say it, or how they speak. Annette can answer FAQs specific to your property, understand multiple languages, route calls, send follow up texts, and more. For more information, visit https://traveloutlook.com/annette/

 

Why AI Still Struggles to Personalize – And Why That Matters in Hospitality

  By John Smallwood, President of Travel Outlook May 2025 In the race to automate, the hospitality industry has embraced artificial intelligence to solve some of its biggest challenges — staffing shortages, rising costs, and growing guest expectations. But as hotels adopt tools like voice bots, chat interfaces, and automated guest messaging, many are discovering that AI’s biggest weakness isn’t speed, language skills, or availability — it is personalization. The promise of AI in hospitality hinges on its ability to offer guests a seamless experience — quick answers, easy check-ins, and 24/7 support. But when that support feels cold, generic, or scripted, the result is often frustration, not satisfaction. A growing body of research confirms what many hoteliers already suspect: AI may know a lot about your guests, but it still doesn’t know them. Generic Doesn’t Cut It Anymore According to McKinsey, 71% of consumers now expect companies to deliver personalized interactions. And 76% say they get frustrated when it doesn’t happen. That frustration matters because personalization isn’t just about convenience anymore; it’s about connection. In hospitality, where guest experience is everything, failure to deliver personalized service can cost more than just a poor review — it can cost loyalty. Guests don’t just want the right room or a timely check-in. They want their birthday remembered, their favorite wine recommended, and their prior preferences acknowledged. However, AI systems that rely on limited scripts or data points often fail to deliver. As Forbes Tech Council noted, AI-generated interactions often feel inauthentic because the technology lacks context. It may know your name, your room type, and your loyalty status, but it doesn’t know how your last trip went or that you just got engaged. The Human Gap in Machine Learning The core issue? AI knows data. Humans know nuance.

Most hospitality-focused AI systems are built around structured inputs such as reservation details, booking history, and profile information. However, they often miss the intangible context that real service staff pick up on immediately: tone, mood, urgency, and emotional subtext. That’s why a guest asking about late check-in after a long flight might get a technically correct but emotionally tone-deaf response like, “Our check-in policy begins at 3 PM.” They needed empathy. They needed to hear, “Of course—we’ll hold the room and get you settled as soon as you arrive.”

  AI isn’t inherently cold, but it is intrinsically limited. As BuiltIn points out, the problem isn’t that AI can’t gather data; it lacks a framework for empathy. The result? Interactions that are technically efficient but emotionally unsatisfying. The Risk of Over-Automation When automation becomes the frontline of guest interaction, poor personalization can backfire quickly. Frustrated guests often escalate to human staff, increasing the workload AI was supposed to reduce. Worse, they may abandon the interaction entirely leading to missed bookings, lost upsell opportunities, or poor brand perception. In an era where 67% of guests say they want relevant product or service recommendations, and 61% want brands to recognize their personal milestones, the inability to personalize isn’t just a flaw — it’s a liability. That doesn’t mean AI doesn’t have a place. It just means that personalization can’t be an afterthought. What Personalization Should Look Like Personalization in hospitality isn’t just inserting a guest’s name into an email or remembering their last stay. It’s about adapting service in real time to meet emotional and contextual needs. It’s a late checkout offered before they ask. A room upgrade recommended based on their travel history. A multilingual response when the guest struggles to communicate.

While many AI systems fall short, some are pushing the limits of what’s possible. Travel Outlook’s  Annette, The Virtual Agent™ (Annette) was designed with advanced natural language processing (NLP) to allow for more context-aware interactions. Annette doesn’t just answer questions, she listens, learns, and adapts. When a guest sounds distressed or an issue falls outside of routine parameters, Annette is designed to escalate the interaction to a human agent without friction. That’s personalization, too — knowing when not to fake it.

  The Path Forward: Smarter AI, Stronger Teams The truth is that AI isn’t going to replace hospitality professionals; instead, it will work alongside them. But for that partnership to work, AI systems must evolve beyond scripted automation and enable real personalization at scale. That means:

• Collecting richer guest data across interactions—not just bookings.
• Integrating with property systems to reflect real-time guest activity.
• Using sentiment analysis to adjust tone and responses dynamically.
• Knowing when to escalate to a human — not as a last resort, but as part of the designed experience.

  In short, AI should enhance, not replace the emotional intelligence that’s core to hospitality. The Takeaway The gap between what AI can do and what guests expect it to do is still too wide. Personalization remains the biggest blind spot in AI-driven hospitality tech, and as expectations grow, that gap is only becoming more visible. It’s not enough for AI to be fast. Or available. Or multilingual. If it can’t treat guests like individuals or recognize their needs, moods, and milestones then it’s not delivering on the promise of hospitality. For AI to thrive in this industry, it needs to do more than automate. It needs to understand. For more information on how Travel Outlook and Annette, the Virtual Hotel Agent™ can transform your hotel's operations, visit TravelOutlook.com/Annette today.  

About John Smallwood, President of Travel Outlook A veteran in the hospitality industry, John has owned, developed, and managed hotels for many years.  After earning a BBA from New Mexico State University, he started his career with AT&T, gaining invaluable insight and experience in the early years of the data revolution.  His experience in technology and hospitality merged in his development of Travel Outlook, the world-class hospitality contact center.  More recently, he has branched out with the creation of Annette, the first AI-powered conversational AI assistant for the hotel industry.

 

About Travel Outlook, the premier hotel call center™ Travel Outlook is an innovative, custom off-site central reservations office (CRO) service that serves as either a primary or overflow reservations department for hotels. Travel Outlook utilizes industry-leading talent combined with hospitality-specific AI-powered technology (Annette, The Virtual Hotel Agent™) to enhance customers’ voice channels and increase conversion rates.   Given its progressive approach to the voice channel – in terms of performance, training, transparency, testing and the tools used to measure performance – Travel Outlook, the premier hotel call center™ is the leading voice reservations team in hospitality. Travel Outlook's valued client list includes Viceroy Hotel Group, Curator Hotels and Resorts, Outrigger, KSL Resorts, Proper Hospitality Group, Atlantis, The Irvine Company, Sage Hospitality, Noble House Hotels, HEI Hotels, Pyramid Global, and many others. Travel Outlook's team and approach increases sales conversion and helps to create more effective voice communication between hotels and their guests, resulting in improved social scores in addition to increased voice channel revenue. https://traveloutlook.com/

 

About Annette, The Virtual Hotel Agent™ Annette is a guest-led conversational AI assistant designed specifically for the hospitality industry. Annette has been programmed using a breakthrough approach to conversational AI, using natural language understanding software built from human conversations. Using social media, chat forums, and movie dialogue, Annette learns from billions of casual human conversations to understand human inflections and multi-turn queries. This revolutionary approach means Annette understands callers no matter what they say, when they say it, or how they speak. Annette can answer FAQs specific to your property, understand multiple languages, route calls, send follow up texts, and more. For more information, visit https://traveloutlook.com/annette/

 

 

Understanding the Complexities of Empathy and AI

  By John Smallwood, President of Travel Outlook April 2025   In our recent article, "Cost-Effective AI Solutions for a Complex Market," we explored how AI is helping hospitality professionals navigate challenges like staffing shortages and rising operational costs. However, one critical area where many AI solutions fall short is emotional intelligence.   Despite the numerous advancements in artificial intelligence, the emotional intelligence gap remains one of AI's most significant hurdles. According to a PwC study, 73% of consumers say that customer experience is a critical factor in their purchasing decisions, with emotional connection being a key driver of guest loyalty. But how can hotels achieve emotional connection when their primary tool for communication lacks empathy?   This problem isn't unique to the hospitality industry; it affects businesses everywhere. AI systems often struggle to provide the nuanced and emotionally intelligent responses essential for creating meaningful interactions with guests.   As AI technologies become more prevalent in the hospitality industry, the challenge becomes even more pronounced. How can AI provide efficient, automated service without losing the human touch that makes guest interactions personal and memorable?   The Empathy Gap in AI   The core issue with conversational AI in hospitality stems from technology’s inability to handle emotionally complex situations. Guests come to hotels for the service and the experience—a key component of which is emotional connection. Whether it's addressing a problem with a booking, responding to a complaint, or navigating an emergency, human staff are trained to understand the emotional undercurrents of these interactions, offering the reassurance and empathy that guests crave.   Most AI solutions, by comparison, often default to robotic responses. While this works for answering simple queries like "What time is check-out?" or "Where is the nearest coffee shop?" it tends to fail when dealing with more intricate or emotionally charged issues.  

Imagine a guest frustrated by a delayed flight arriving late to check in, only to find that their room has been overbooked. How does AI handle this? Often, with a generic response: "Apologies for the inconvenience, we will find another room for you."

  While technically correct, this response is far from the empathetic, human response that could alleviate the guest's stress and make them feel cared for. This inability to connect emotionally with guests has tangible consequences. It's clear that when AI fails to demonstrate empathy, it risks damaging the guest experience and, by extension, brand loyalty.   How Guest-Led Conversational AI Bridges the Empathy Gap   While many AI systems fall short in emotional intelligence, guest-led conversational AI like Annette, The Virtual Hotel Agent™ (Annette), stand out as a prime example of how AI can be enhanced to address these challenges.  

Annette is designed with advanced natural language processing (NLP) capabilities, which allow it to provide more context-sensitive, human-like responses. Rather than relying on a simple script or automated function, Annette understands the nuances of guest interactions. She can respond with a tone that aligns with the emotional state of the guest.

  For instance, Annette can escalate issues seamlessly to human staff when an emotional response is needed to resolve a more complex or sensitive issue. If a guest is upset or angry and their situation requires further attention, Annette can route the conversation to a live agent who can provide more personalized care. This creates a collaborative experience, where AI handles routine tasks efficiently while human staff are freed to provide the empathy and personal touch that only they can offer.   Guest-Led Conversational AI's Role in Enhancing the Guest Experience   Despite the potential shortcomings in AI's ability to fully replicate human empathy, integrating tools like Annette into hotel operations can significantly enhance the guest experience. By automating repetitive tasks and handling high volumes of guest interactions, Annette not only reduces the burden on staff but also helps maintain a high service standard.   Annette is designed to offer a highly personalized experience. Using data from previous interactions, Annette can make informed recommendations to guests, suggest amenities based on their preferences, and even customize their room settings.   Moreover, Annette's multilingual capabilities make it even more valuable for hotels catering to international guests. It can communicate fluently in multiple languages, ensuring that language barriers are never a roadblock to creating an exceptional experience.   Balancing AI Efficiency with Human Empathy   Annette's integration into a hotel's operations doesn't mean eliminating human staff but rather optimizing the workforce for maximum impact. By automating routine tasks, such as answering FAQs and handling general inquiries, Annette allows staff to focus on more complex interactions—particularly those that require empathy, creativity, and personalized problem-solving. This balance between AI efficiency and human care enables hotels to meet the growing demands of tech-savvy guests while maintaining the emotional connections that drive loyalty.   Looking Toward the Future of AI in Hospitality   As AI evolves, it will undoubtedly improve at handling complex emotional interactions. While AI may never fully replace the need for human empathy, systems like Annette are pushing the boundaries of what's possible, making it easier for hotels to offer more personalized experiences without sacrificing operational efficiency.   According to a study by Accenture, 51% of consumers expect businesses to leverage AI to personalize their experiences, but they still want the human touch to resolve complex issues.   In conclusion, while conversational AI's lack of empathy remains a challenge for the hospitality industry, innovations like Annette are leading the way in bridging this gap. By enhancing the emotional intelligence of AI, hotels can offer faster, more personalized service while ensuring that guests feel genuinely cared for. As AI technology continues to develop, the role of emotional connection in the guest experience will only become more critical, and guest-led conversational AI like Annette will continue to play a pivotal role in shaping that future.   For more information on how Travel Outlook and Annette, the Virtual Hotel Agent™ can transform your hotel's operations, visit TravelOutlook.com/Annette today.  

About John Smallwood, President of Travel Outlook A veteran in the hospitality industry, John has owned, developed, and managed hotels for many years.  After earning a BBA from New Mexico State University, he started his career with AT&T, gaining invaluable insight and experience in the early years of the data revolution.  His experience in technology and hospitality merged in his development of Travel Outlook, the world-class hospitality contact center.  More recently, he has branched out with the creation of Annette, the first AI-powered conversational AI assistant for the hotel industry.

 

About Travel Outlook, the premier hotel call center™ Travel Outlook is an innovative, custom off-site central reservations office (CRO) service that serves as either a primary or overflow reservations department for hotels. Travel Outlook utilizes industry-leading talent combined with hospitality-specific AI-powered technology (Annette, The Virtual Hotel Agent™) to enhance customers’ voice channels and increase conversion rates.   Given its progressive approach to the voice channel – in terms of performance, training, transparency, testing and the tools used to measure performance – Travel Outlook, the premier hotel call center™ is the leading voice reservations team in hospitality. Travel Outlook's valued client list includes Viceroy Hotel Group, Curator Hotels and Resorts, Outrigger, KSL Resorts, Proper Hospitality Group, Atlantis, The Irvine Company, Sage Hospitality, Noble House Hotels, HEI Hotels, Pyramid Global, and many others. Travel Outlook's team and approach increases sales conversion and helps to create more effective voice communication between hotels and their guests, resulting in improved social scores in addition to increased voice channel revenue. https://traveloutlook.com/

 

About Annette, The Virtual Hotel Agent™ Annette is a guest-led conversational AI assistant designed specifically for the hospitality industry. Annette has been programmed using a breakthrough approach to conversational AI, using natural language understanding software built from human conversations. Using social media, chat forums, and movie dialogue, Annette learns from billions of casual human conversations to understand human inflections and multi-turn queries. This revolutionary approach means Annette understands callers no matter what they say, when they say it, or how they speak. Annette can answer FAQs specific to your property, understand multiple languages, route calls, send follow up texts, and more. For more information, visit https://traveloutlook.com/annette/

  Travel Outlook, the Premier Hotel Call Center™ is delighted to announce a strategic partnership with Makeready Experience, one of the leading independent hospitality management companies in the United States. This collaboration combines Travel Outlook’s industry-leading call center services with Annette, The Virtual Hotel Agent™ to support Makeready’s unique collection of properties.   Makeready: Driving Hospitality Innovation with Technology   Makeready is recognized for its innovative approach to creating and managing independent lifestyle hotels, restaurants, and retail brands. With properties such as Halcyon in Cherry Creek, The Ryder and The Emeline in Charleston, The Noelle in Nashville, and others, Makeready brings a unique, locally-rooted approach to hospitality that values authentic experiences and personalized service to connect guests to the local culture and unique spirit of each destination.   The integration of Annette with Travel Outlook’s advanced reservations team will allow Makeready to continue to blend pioneering technology with exceptional customer service to meet the demands of today’s guests, all while alleviating the pressures of staffing shortages and rising operational costs.   Eric Gavin, Makeready’s President, said, “at Makeready, we are always looking for ways to enhance guest experiences through thoughtful innovation. Our partnership with Travel Outlook allows us to elevate the level of service we provide by seamlessly integrating AI-driven technology with personalized human interaction. In a rapidly evolving industry, leveraging innovative solutions is key to anticipating our guests’ needs and delivering personalized, lifestyle-driven hospitality. With Travel Outlook’s expertise in guest engagement, we can further our commitment to providing seamless, high-touch experiences that feel both intuitive and unexpected.”   Annette, The Virtual Hotel Agent™: A Game-Changer for Hotel Operations and Guest Engagement   Annette, designed specifically for the hospitality industry, is a guest-led conversational AI assistant that offers hotel guests a seamless, pleasant experience.  With its AI capabilities powered by PolyAI, Annette can handle multiple calls in real time, clearly understanding guest inquiries and addressing them with personalized responses. From answering questions about hotel amenities to providing local recommendations, Annette manages interactions with human-like conversations, allowing hotel staff to focus on providing exceptional service to guests at the front desk.   With software that incorporates Generative AI, Annette is equipped to provide guests with a natural and intuitive experience, around the clock. She can transfer calls to the appropriate department and send follow-up texts, and she can also engage guests in multiple languages, particularly valuable for hotels to deliver a uniform experience to a global audience.   Travel Outlook Voice Reservations: Proven to Convert More Reservations Calls to Revenue   Travel Outlook is the only call center certified by the Kennedy Training Network, ensuring a consistent, efficient approach that results in the conversion of up to 70% of qualified reservations calls into revenue at higher ADR.  Travel Outlook’s proprietary sales training, developed in partnership with Forbes and the Kennedy Training Network, ensures that every reservation call is handled with expertise, and with little wasted time.   “As AI continues to reshape the hospitality industry, we are proud to be at the forefront of this transformation,” said John Smallwood, President of Travel Outlook. “With Travel Outlook’s exceptional talent and Annette's cutting-edge technology, Makeready can expect our team to assist them to continue to streamline operations and manage call volumes with unparalleled efficiency, crucial to staying competitive in today’s market.”   For additional information on Travel Outlook, the Premier Hotel Call Center™: John Smallwood President, Travel Outlook Email: jsmallwood@traveloutlook.com Phone: (844) 872-8356 Website: Travel Outlook   About Travel Outlook, the Premier Hotel Call Center™ Given its progressive approach to the voice channel – in terms of performance, training, transparency, testing, and the AI tools used to measure performance – Travel Outlook is the leading voice reservations team in hospitality. Its valued client list includes Viceroy Hotel Group, Curator Hotels and Resorts, Outrigger, Peregrine Hospitality, Proper Hospitality Group, Noble House, HEI, and many others. https://traveloutlook.com/   About Annette, The Virtual Hotel Agent™ Annette is a guest-led conversational AI assistant designed specifically for the hospitality industry. Annette has been programmed using a breakthrough approach to conversational AI, using natural language understanding software built from human conversations. This revolutionary approach means Annette understands callers no matter what they say, when they say it, or how they speak. Annette can understand multiple languages, route calls, send follow up texts, and more. For more information, visit https://traveloutlook.com/annette/   About Makeready Experience Designed from the ground up to create truly independent hotel, restaurant and retail brands with individual points of view, Makeready is a different kind of hotel operator, one that provides an opportunity for travelers to connect to the world around them, city by city and person by person. Makeready is passionate about developing independent experiences that are an essential part of each community, cultivating deep, emotional connections across guests, teams and local brands to create sustainable value for investors. Makeready operates notable hotels, restaurants and retail shops throughout the country such as: Noelle, Keep Shop, Hidden Bar and Makeready L&L in Nashville; The Alida and Rhett in Savannah; The Adolphus and Commerce Goods + Supply in Dallas; Emeline, Frannie & The Fox and Hank’s Seafood Restaurant in Charleston and its elevated venue space for private events, Hank’s Social Hall. Find us online at www.Makereadyexperience.com or Instagram at www.instagram.com/Makereadyexp.   Media contact: Caitlin Beveridge

 

How Advanced AI Technology is Helping Hotels Mitigate Challenges in 2025

  By John Smallwood, President of Travel Outlook February 2025   As we move into 2025, the hospitality industry faces a unique set of challenges threatening its ability to meet evolving guest expectations while keeping operations running smoothly.   With staffing shortages, rising operational costs, and tech-savvy guests demanding seamless experiences, hoteliers must find innovative solutions to remain competitive. Fortunately, advanced technology, especially artificial intelligence (AI), effectively addresses these issues.   Tackling Staffing Shortages with AI   The hospitality industry has long been a people-driven business, but the pandemic and its aftermath have significantly impacted staffing levels. Labor shortages have become one of the most pressing issues in 2025. With fewer employees available, many hotels are finding it harder to maintain the high level of customer service that guests have come to expect.  

This is where Annette, The Virtual Hotel Agent™ (Annette), is leading the charge. By taking on the routine tasks that would typically fall to human staff — such as answering frequently asked questions, providing local recommendations, and managing simple service requests — Annette frees up hotel employees to focus on more complex or personalized guest interactions. In a time when employees are stretched thin, Annette helps hotels maintain service standards while reducing the burden on front desk staff.

  Annette is designed to work seamlessly with hotel staff, complementing their efforts rather than replacing them. For example, Annette can handle up to 70% of inbound calls, and answer frequently asked questions, allowing hotel staff to focus on what matters most in the hotel. This enhances operational efficiency without compromising the quality of service.   Addressing Rising Operational Costs with a cost-effective solution   As if navigating today’s persistent labor shortages weren't enough, hotels are also grappling with rising operational costs, driven by factors like inflation, supply chain disruptions, and increasing utility expenses. Labor costs have risen dramatically in recent years, making it increasingly difficult for hotels to maintain profitability without passing those costs onto guests.   Annette helps mitigate these challenges by offering a cost-effective solution to handle guest interactions. With Annette taking care of the bulk of routine communications, hotels can operate with fewer staff, which reduces labor costs. Additionally, AI systems like Annette can operate 24/7, reducing the need for night shifts and overtime, further driving down labor-related expenses.   Beyond handling calls, Annette can also send follow-up texts, route calls to the appropriate departments, and provide guests with real-time information about their stay, all of which streamline operations and prevent costly mistakes or missed opportunities. This helps hotels stay within budget and enhances guest satisfaction by providing fast, accurate, personalized service.   Meeting Tech-Driven Guest Expectations   Today's guests are more tech-savvy than ever before. They expect seamless, personalized experiences from when they book their stay to when they check out. Many now prefer contactless interactions and self-service options, such as mobile check-ins and digital room keys. For hotels, meeting these expectations requires significant investment in technology.  

Annette is uniquely equipped to meet these rising demands. As a conversational AI, Annette can engage with guests across multiple channels, including voice and text, ensuring that guests receive the support they need whenever and however they prefer. Whether assisting with amenities, or providing local recommendations, Annette's natural language processing ensures a human-like interaction that feels personal and engaging.

  Moreover, Annette can communicate with guests in multiple languages, bridging language barriers and making international travelers feel at home. This multilingual support is crucial as hotels continue to cater to a more diverse global clientele.   Personalization and Adaptation: The Key to Success   Another vital aspect of meeting guest expectations is personalization. Guests no longer want generic, one-size-fits-all experiences. They want interactions that feel tailored to their needs and preferences. Annette can offer that level of personalization by adapting to hotel-specific terminology and guest requests. Whether a guest is asking about a unique amenity, spa and fitness options, or dining options, Annette can provide answers specific to the hotel's offerings.   By integrating Annette into their operations, hotels can deliver a more personalized and efficient guest experience that drives loyalty and increases satisfaction. This kind of personalization is no longer a luxury — it's a necessity in a competitive market.   As we look ahead, it's clear that AI is not just a passing trend in the hospitality industry. It is becoming an essential tool for hotels that want to stay competitive in the face of rising costs, staffing shortages, and increasingly demanding guests. Annette, The Virtual Hotel Agent™ is an excellent example of how using guest-led, conversational AI can transform your hotel operations to meet these challenges head-on.   By automating routine tasks, handling high volumes of guest interactions, and providing multilingual and personalized support, Annette enables hotels to focus on what truly matters — delivering exceptional guest experiences.   As the hospitality industry evolves, embracing guest-led conversational AI technologies like Annette will be crucial for hotels that want to thrive in 2025 and beyond.   For more information on how Travel Outlook and Annette, the Virtual Hotel Agent™ can transform your hotel's operations, visit TravelOutlook.com/Annette today.

 

How guest-led conversational AI is enabling hotels to interact with guests in multiple languages

  The world is becoming increasingly interconnected, with businesses and guests crossing borders more frequently than ever before. For hotels, this globalization presents both a challenge and an opportunity to deliver personalized, efficient service to guests from diverse backgrounds, many of whom speak different languages.   As technology evolves, conversational AI is emerging as a powerful solution to bridge the gap between languages and cultures, allowing hotels to cater to international guests. This article explores how conversational AI improves guest interactions, enhances operational efficiency, and fosters international business relationships in the hospitality industry.   The Growing Demand for Multilingual Support in Hospitality   The need for multilingual support has never been more critical. Guests from different countries may struggle to communicate effectively with hotel staff due to language differences, which can hinder their experience and lead to frustration. With the rise of conversational AI, hotels are now equipped with technology that can handle a variety of languages and dialects, ensuring that communication remains seamless, even when there is no shared language between the guest and hotel staff.  

Conversational AI systems, like Annette, The Virtual Hotel Agent™ (Annette), can process natural language and respond in multiple languages. With the ability to translate real-time conversations and offer support in dozens of languages, AI eliminates the need for human translators and improves service efficiency. Whether guests are inquiring about guest services, dining options, or local attractions, guest-led, conversational AI can provide answers in their native tongue, ensuring that every guest feels understood and valued.

  Adapting AI to Hotel-Specific Terminology   One of Annette's unique capabilities is its ability to learn and adapt to hotel-specific terminology, making it a valuable tool for addressing the nuanced needs of each property. For instance, different hotels use different names for amenities or services, and Annette can incorporate these specific terms into its understanding.   For hotels with multiple locations around the world, having an AI system that can quickly adapt to various languages, cultures, and local expressions is a game changer. Guests may be more likely to ask about amenities or services that are unique to the location they are staying in. Through its natural language understanding (NLU) technology, Annette can recognize these requests and provide accurate, localized responses, helping guests feel more at home and satisfied during their stay.   Improving Operational Efficiency in Hotels   While the impact on guest experience is significant, conversational AI drives hotel operational efficiency. Traditionally, hotel staff are often overwhelmed by routine tasks like answering frequently asked questions (FAQs), providing local recommendations, or handling simple service requests. By automating these tasks, Annette allows staff to focus on more complex or personalized interactions, improving overall efficiency without compromising quality.  

This shift is especially important during peak seasons or in busy hotels where staffing might be stretched thin. For example, hotels can experience a surge in guest inquiries during holidays or large conferences. With Annette handling routine requests, the human staff can focus on delivering high-touch services, such as addressing special guest requests, managing complaints, and ensuring a seamless overall experience.

  The Role of AI in Enhancing Global Business for Hotels   As hotels increasingly cater to a global clientele, conversational AI plays a key role in expanding the reach of hotel brands beyond their local markets. With the ability to communicate in various languages and understand local cultures, Annette is breaking down barriers to entry for international markets, enabling hotels to provide consistent, high-quality service to guests from around the world.   Hotels no longer need to rely on bilingual staff or manual translation services to meet the needs of international guests. Instead, they can trust AI to provide real-time, accurate, and culturally relevant responses. This improves guest satisfaction and opens new opportunities for hotels to grow their global presence without investing in costly multilingual infrastructure.   Annette the Virtual Hotel Agent: A Prime Example of AI Excellence   A prime example of guest-led, conversational AI in action is Annette, The Virtual Hotel Agent™ from Travel Outlook. Annette is already helping hotels provide multilingual support, automate routine tasks, and enhance the guest experience by addressing specific requests in real time. Whether it's answering FAQs or offering personalized recommendations, Annette's ability to seamlessly bridge language barriers makes it a powerful tool for modern hospitality businesses looking to expand their international reach.   As Nikola Mrkšić, CEO of PolyAI, mentioned in a recent Bloomberg interview, "Up to 75% of customer interactions could be automated with AI." This statement reflects the broader trend of increasing reliance on conversational AI in hospitality, and Annette serves as a perfect example of how these technologies are already reshaping the industry.   By automating routine tasks, providing real-time multilingual support, and personalizing guest experiences, Annette ensures that hotels can offer top-tier service to guests from all over the world.   For more information on how Travel Outlook and Annette, the Virtual Hotel Agent™ can transform your hotel's operations, visit TravelOutlook.com/Annette today.

  How advancements in AI are transforming the guest experience for the hospitality industry   As the hospitality industry embraces new technological advancements, AI plays an increasingly pivotal role in enhancing guest experiences and streamlining hotel operations.   One standout example is how conversational AI is being used to bridge language barriers and transform communication with international guests. By enabling real-time, multilingual support, conversational AI makes the guest experience smoother, more personalized, and more efficient—creating new opportunities for hotels to cater to a global audience.   The Need for Multilingual Capabilities in Hospitality   In an increasingly globalized world, the ability to cater to guests from all corners of the globe is more critical than ever. Hotels, resorts, and other hospitality providers must ensure that language differences do not create friction in the guest experience. Traditional solutions, such as manual translation services, often fail to provide real-time, accurate, and seamless interactions. This is where guest-led conversational AI comes in.   AI-powered systems equipped with natural language understanding (NLU) capabilities can understand and respond to a wide range of languages and dialects. Whether a guest speaks French with a Parisian accent or from Quebec, conversational AI is designed to handle variations in language fluently. This ensures that all guests, regardless of their origin, feel heard and understood throughout their stay.   Adapting to Hotel-Specific Terminology   One of the standout features of advanced conversational AI is its ability to learn and adapt to the unique terminology of each hotel. This advancement, known as guest-led conversational AI, can be trained to understand property-specific phrases, local nuances, and terms related to hotel services. Whether a guest inquires about room availability, dining options, or local attractions, guest-led conversational AI can provide precise and relevant information tailored to the hotel's offerings. This customization ensures that guests experience a more seamless interaction, even when language barriers exist.   For international guests, this means not just understanding the language but also the specific context and cultural nuances that come with it. Whether it's recognizing regional dialects or colloquial terms, guest-led conversational AI makes the guest feel like they're communicating in their native language.   Creating Seamless Multilingual Guest Experiences     Imagine a guest contacting a hotel in the U.S. speaking Spanish where a virtual hotel agent (guest-led conversational AI system) recognizes and speaks fluent Spanish. This virtual agent can understand their needs, provides details about hotel amenities, and offers recommendations for local dining spots. The guest can ask follow-up questions, and the virtual agent will seamlessly continue the conversation without frustration or misunderstanding. This level of service will likely positively impact the guest's stay.   Guest-led conversational AI systems can also route them to the relevant department—whether to the front desk for a live agent or room reservations—ensuring that no guest inquiry goes unanswered. By handling these interactions in real-time, AI not only breaks down language barriers but also creates a more pleasant and efficient experience for guests, which is critical in today's fast-paced, high-demand hospitality environment. Enhancing Operational Efficiency with guest-led conversational AI   Beyond facilitating communication, guest-led conversational AI is transforming hotel operations by automating routine guest inquiries. Frequently asked questions (FAQs) about the hotel's amenities, check-in times, or pet policies can be handled efficiently without involving staff. This automation ensures that staff members are free to handle more complex or personal interactions, enhancing guest satisfaction and operational efficiency.   AI can also manage peak-demand situations, such as during busy travel seasons or unforeseen disruptions. By efficiently handling routine tasks, AI systems can keep the flow of operations smooth, even when hotel staff are overwhelmed.   The Role of AI in Enhancing the Global Guest Experience   As AI technology continues to evolve, it will only become more capable of understanding and interacting with guests in a way that mirrors human conversations.   For hotels, this offers a tremendous opportunity to engage with a global audience. Guest-led conversational AI can ensure that no guest, regardless of their language or cultural background, feels excluded from the experience. By understanding different languages, dialects, and regional expressions, guest-led conversational AI helps provide a level of service that is personal, efficient, and truly global.   The Future of Guest-Led Conversational AI in Hospitality   The evolution of guest-led conversational AI is shaping the future of hospitality, with more hotels adopting these solutions every day to enhance guest satisfaction, improve operational efficiency, and streamline communication.   As these technologies continue to mature, they will become even more critical helping focus your hotel’s front desk on what matters most – high-touch, personalized service while AI handles routine, repetitive tasks, allowing hotels to stay competitive in an increasingly globalized market.   hotel staff to focus on high-touch, personalized service while AI handles routine, repetitive tasks, allowing hotels to stay competitive in an increasingly globalized market.   Annette the Virtual Agent: A Real-World Example of Guest-Led Conversational AI Excellence   The most notable example of guest-led conversational AI in action is Annette, The Virtual Hotel Agent™ (Annette) from Travel Outlook. Powered by PolyAI's groundbreaking conversational AI technology, Annette exemplifies how guest-led conversational AI can transform the guest experience, providing multilingual support, managing complex guest requests, and handling a wide range of guest interactions with precision. Whether it's answering frequently asked questions, routing calls to the appropriate departments, or transitioning to live agents when needed, Annette's ability to break down language barriers and provide seamless service demonstrates the immense potential of conversational AI in hospitality.   As Nikola Mrkšić, Co-founder and CEO of PolyAI, stated in a recent Bloomberg interview, “Up to 75% of customer interactions could be automated with AI.” This growing trend is clearly reflected in Annette's success at automating routine tasks, allowing hotel staff to focus on more complex needs, and improving both operational efficiency and guest satisfaction.   By integrating guest-led conversational AI systems like Annette, hotels can offer their guests a truly personalized, efficient, and multilingual experience, ensuring guests worldwide feel welcome.   For more information on how Travel Outlook and Annette, the Virtual Hotel Agent™ can transform your hotel's operations, visit TravelOutlook.com/Annette today.

  Travel Outlook, the premier hotel call center™, proudly announces a strategic partnership with Larkspur Landing, a collection of all-suite hotels located throughout Northern California and the Pacific Northwest. This collaboration will empower Larkspur Landing with top-tier call center services that prioritize guest satisfaction and operational efficiency enhanced by Larkspur’s commitment to create a 'home away from home' experience for their guests, as well as health and safety through their Rest Assured™ program.   Larkspur Landing Extended Stay Suites: Ideal for Business and Leisure Travelers   Larkspur Landing operates 11 all-suite hotels in key cities such as Sacramento, San Francisco, San Jose, Portland, and Seattle, offering spacious accommodations perfect for extended stays. Each suite is thoughtfully designed with fully equipped kitchens, workspace areas, high-speed Wi-Fi, and 24-hour business centers. From corporate housing to long-term getaways, Larkspur Landing provides a welcoming and comfortable atmosphere for all guests, combining convenience with a personal touch.   Larkspur Landing: A Home Away from Home with Every Detail Thoughtfully Designed   At Larkspur Landing, hospitality is more than just a service—it’s an experience with a modern, guest-focused approach to hospitality. The all-suite accommodations offer guests the charm and warmth of craftsman-style architecture combined with contemporary amenities designed to meet the needs of extended-stay guests that make long stays feel like home. Larkspur Landing’s properties feature an array of amenities including:  

• Comfortable Living Spaces: Each suite features a fully equipped kitchen with full-size refrigerators, SMART TVs, and high-speed Wi-Fi. Guests can unwind in their suite after a day of work or exploration, enjoying a meal in or simply relaxing in a space designed for ultimate comfort.
• Ultimate Sleep Experience: Larkspur Landing’s signature feather-topped beds are outfitted with high thread count sheets, down comforters, and a selection of plush pillows to ensure every guest enjoys a restful night.
• Business Travel Made Easy: Each suite doubles as a home office with an oversized work desk, while the 24-hour business center provides everything from computers to color printers, ensuring business travelers can stay productive.
• Exceptional Amenities: From fresh-baked chocolate chip cookies to complimentary grocery shopping and laundry facilities, Larkspur Landing goes above and beyond to make guests feel welcome and at ease.

  A New Standard in Comfort and Safety   As the world continues to adapt to evolving health guidelines, Larkspur Landing’s Rest Assured™ program ensures that the well-being of guests and staff remains paramount. With enhanced cleaning protocols developed in alignment with guidance from the CDC, WHO, EPA, and AHLA, Larkspur Landing is committed to creating a safe, worry-free environment for all visitors. Key features of the Rest Assured™ program include advanced cleaning protocols, contactless services, proactive communication and an innovative guest experience leveraging technology to focus on details, allowing guests to relax and enjoy their visit.   Enhancing the Larkspur Experience with Travel Outlook, The Premier Hotel Call Center™   Travel Outlook’s proven success to high-quality services, along with Larkspur Landing's commitment to providing exceptional guest experiences, will enable Larkspur Landing to refine its guest service operations, improving communication from the very first point of contact.   Using Travel Outlook's expertise in voice reservations and guest service excellence, Larkspur Landing will be able to elevate guest satisfaction and operational success by integrating state-of-the-art call center services with a personal touch and advanced technology.  

John Smallwood, President

Travel Outlook

  “We are thrilled to partner with Larkspur Landing, a trusted name in extended-stay accommodations,” said John Smallwood, President of Travel Outlook.   “With Travel Outlook’s proprietary sales training approach – developed in jointly with Forbes and the Kennedy Training Network – Larkspur Landing will ensure every guest call is handled with professionalism and care, leading to seamless communication, enhanced customer interactions, streamlined operational efficiency, and higher booking conversion rates across all properties.”   Using Travel Outlook's expertise in voice reservations and guest service excellence, Larkspur Landing will be able to elevate guest satisfaction and operational success by integrating state-of-the-art call center services with a personal touch and advanced technology.