Digital Persuasion in the Age of AI: 3 Predictions for Hospitality

May 03, 2023 | 1135 Views

Digital Persuasion in the Age of AI: 3 Predictions for Hospitality

Erin King

Keynote Speaker, Bestselling Author, Founder | Get More YES Media

Erin is keynoting CHART's Hospitality Training Conference, July 29-August 1, 2023 in Orlando. SESSION DESCRIPTION.

Have you ever been a little embarrassed to admit how you’ve honestly been spending way too much of your precious time lately? Because that’s how I’ve been feeling these days. As Chief Digital Officer of Strikepoint Media, a digital marketing agency here in Southern California, my team and I have been spending more time talking to robots the last few months than my own family, and I am NOT proud of it.

Ever since ChatGPT launched at the end of last year, we have been experimenting with everything from mood boards to newsletters to ad copy to social media content to training outlines to ebooks- you name it- we have ChatGPD’d about it! This is bad news for my dog, Miss Betty White, because all of this robot research means walkies are down 50% month over month, BUT it’s very good news for the CHART community. I am absolutely brimming with insights, ideas, and case studies that I cannot WAIT to share with you during my keynote at your upcoming CHART hospitality training conference in Orlando July 29- August 1st! We’ll be talking all about how you can get more YES online, offline, and all the time in today’s age of AI, hybrid workplaces, changing consumer expectations post-pandemic, and so much more.

Erin King Video Invitation to Orlando Conference

As Artificial Intelligence (AI) continues to revolutionize the way we work and communicate, it's never been more crucial for hospitality trainers from restaurant, foodservice, and lodging companies to stay ahead of the digital sales and marketing revolution. As a taste of what we’ll be diving into during my keynote this summer, here are my three top predictions for how ChatGPT and other AI tools will impact how the hospitality training industry will begin to start rethinking digital and analog communication in their future sales and marketing.

Prediction #1: ChatGPT will enable crazy hyper-personalized sales and marketing communication.

We know that our customers crave next-level personalized experiences, because we ARE those customers. Just think of the last time your favorite coffee shop barista remembered your exact order, or when a favorite hotel front desk person said “Welcome back!” and used your name! Generic sales and marketing messages are falling flatter than ever, while extremely tailored content isn’t just a nice to have anymore, it’s a NEED to have.

The future of hospitality training will begin using ChatGPT to very deeply analyze customer data and pinpoint their exact preferences, authentic needs, and most critical pain points. How you leverage this information to create radically customized training materials for your teams will ensure that your company can truly deliver personalized experiences for each and every customer and team segment. For example, how can you begin to develop role-play scenarios for restaurant servers who can suggest tailored menu items based on a customer's dietary preferences?

Prediction #2: A.I. tools will enhance the already incredible emotional intelligence of the top hospitality professionals.

CHART members obviously know that strong Emotional Intelligence (EI) is a non-negotiable cornerstone of exceptional hospitality service. We can all remember that one hotel concierge or front desk manager during that one epically doomed vacay who sensed our frustration and went above and beyond to make it right. Since we are an industry that is deeply dedicated to radically understanding and empathizing with our customers, it’s important to begin experimenting with AI-assisted ways to do exactly that – faster and more efficiently.

Hospitality trainers can begin using ChatGPT and other AI tools to deeply analyze customer feedback, online reviews, and social media posts to uncover unknown emotional triggers and fresh expectations. Incorporating these insights into your training programs to help your teams develop an even deeper understanding of their customers' feelings and motivations will be paramount. As a result, they'll be better equipped to anticipate customer needs and provide authentic, emotionally resonant service, whether it's a comforting word for a weary traveler or a surprise dessert for a celebrating couple at a restaurant.

Prediction #3: ChatGPT will streamline content creation, making it easier to produce more engaging, more digitally persuasive marketing materials and sales conversations.

In the highly competitive hospitality industry, we know how crucial it is to create compelling content that actually persuades potential guests to stop their scroll, lean forward, and say those three magical worlds: “TELL ME MORE!”  Like a gorgeous #food pic on Instagram that persuades you to book on OpenTable, tapping into the decision-making power of customer and guest psychology has never been easier or more important in the age of AI.

Top trainers will begin to more often leverage ChatGPT's content generation capabilities to create highly engaging marketing materials like blog posts, social media updates, and promotional emails that actually drive action. Train your teams to use AI tools to develop more influential content that highlights your brand's unique value proposition and speaks directly to your target audience's needs and desires using my PUB Method™ (Open with something Personal to your audience, offer something SPECIFICALLY Useful, and keep your message or ask direct and brilliantly Brief). The possibilities are endless when it comes to leaning on ChatGPT as a brainstorm buddy. Top leaders will begin training their teams on how to co-create with AI to begin drafting a newsletter showcasing your favorite foodservice company's innovative catering options or an SEO-friendly compelling blog post highlighting a lodging company's eco-friendly initiatives. And that’s just the very tip of the iceberg.

Are you excited about the unleashing potential of AI in your hospitality training? Share your thoughts in the comments below, and let's continue the conversation about digital persuasion in the age of AI together!

PS – If you’re someone who is saying “No! I’m terrified of robots and being replaced!” Just know that 48% of U.S. adults currently do not trust AI and feel the same. I certainly shared that sentiment a few months ago when I first began experimenting with AI for my client projects. But a few months later, I’ve learned that it’s not about human replacement, it’s about using AI for human enhancement. It’s about mapping out how to strategically delegate lower-level thinking to AI, so that we can double-down on higher-level thinking to EI – and THAT is where the hospitality industry will continue to shine brighter than ever! (More on this during my keynote… make sure you register HERE so you can better understand the positive possibilities AI can have on your business.)

Can’t wait to see you in Orlando!

 

Erin King is the world’s leading digital persuasion expert, a 2x bestselling author, and Chief Digital Officer at Strikepoint Media. She helps sales and leadership executives become more persuasive communicators using her PUB Method™. SUCCESS Magazine named King one of 2022’s “Top 10 Must-See Motivational Speakers”. She is the author of two bestselling books “Digital Persuasion” and "You're Kind of a Big Deal". Her podcast, “On Your Terms with Erin King” is in the top 1% of all podcasts on iTunes. To learn more about Erin's keynotes, trainings, or workshops please visit ErinKing.com.

 

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