The company apologized for ruining your vacation with a heartfelt note written by ChatGPT.

Dealing with furious clients is one of the most challenging aspects of Natasha's work, she stated.

The director of a five-star resort stated that finding the right words to convey appropriate contrition, especially when the hotel isn't at fault, is a challenging task that requires a lot of time and effort. She requested that CNBC not reveal her real name to protect the resort's reputation.

But now she has a secret weapon: generative AI.

Natasha submits a traveler's grievance to ChatGPT and requests the chatbot to draft a reply.

She claimed that a task that would typically take her an hour could be completed in just two seconds.

'A pretty good job'

Natasha acknowledged that despite its flaws, ChatGPT effectively addresses customer complaints.

"One response was much better than what I would have done, but it needs to be checked and read through carefully."

The responses were "heartfelt" and "emotional," she said. Despite this, they "effectively conveyed the message of regret and a commitment to improvement."

They also address every complaint mentioned by a traveler.

"Writing these letters is challenging; you need to examine each line carefully," she stated. "Responding to every item on the list is crucial to doing justice to the person; the AI excels at this task."

Natasha stated that artificial intelligence is not defensive like humans.

"The AI removes all emotions from it. Perhaps the individuals were jerks," she remarked. "It doesn't feel anything."

The 'ghosting' risk

Since online reviews are public, responding to negative ones is even more challenging, Natasha stated.

Neglecting to respond to positive online reviews can harm a company's brand reputation, according to research.

The tech company SOCi discovered that not responding to traveler reviews was a significant factor in low rankings for U.S. hotel chains in terms of their "online reputations."

The estimated value of using generative AI for "reputational management" in the travel industry is $1.3 billion, as stated in a 2023 report by Skift.

The report titled "Generative AI's Impact on Travel" states that large language models not only track sites where travel reviews appear but also help companies respond to reviews, especially negative ones.

It is reported that 45% of hotels currently utilize reputation or review management software.

Jurny CEO Luca Zambello stated that short-term rental owners also use AI for these purposes.

""Within the next five years, the vast majority of the industry will likely adopt short-term rentals/Airbnb," he stated."

One reason his company offers this service is that he stated that responding to reviews takes up a lot of time.

""Our users adore it, and it's a no-brainer for companies to use it once they see its benefits," he stated."

An open secret

The use of AI to write penitent responses is considered a taboo topic in the travel industry, which values personal service. According to conventional wisdom, genuine apologies must originate from the heart.

Natasha stated that she does not want travelers to know she uses AI to respond to negative emails and reviews, as she wants them to believe she is personally handling their correspondence.

Voyagu, a travel booking platform, utilizes AI to analyze past customer communications to assist travel advisors in handling future customer complaints, a company representative stated.

Voyagu's AI system tracks all communication and suggests a better way to respond, while travel advisors typically reply to customers themselves.

Kustomer CEO Brad Birnbaum stated that AI-powered customer service technology is not limited to the hospitality industry but is being utilized in all forms of customer support.

He stated that his company, which includes Priceline, Hopper, and AvantStay as clients, employs AI to enhance the professionalism of customer service agents.

He stated that we would transform rough text into empathetic text.

Customers are likely unaware that their interactions with agents are enhanced or generated by AI, according to Birnbaum.

"He said, "I believe they would welcome an agent system because they'll receive a quicker response.""

More discovering it

Michael Friedman, CEO of Simple Life Hospitality, stated that his company does not employ AI in handling customer interactions.

""The human touch is still necessary in emails, as AI lacks the personal element in tone of voice, I believe," he said."

Tokudaw's managing director, Wanping Aw, had never considered using AI to address customer complaints. However, after discovering that other travel companies were doing so, she decided to test ChatGPT with a recent issue she encountered.

What should we do now that our guests' bus engine started smoking while traveling to Mt Fuji, causing them to be scared and anxious about their itinerary?

She exclaimed 'Wow, incredible!' to CNBC via email after ChatGPT recommended the same course of action.

The chatbot suggested a six-step plan that involved evacuating the travelers and arranging alternative transportation.

"ChatGPT exceeded my expectations with a superior solution and an exceptional apology letter, which I couldn't have written under stressful circumstances."