Using generative AI to write apologetic responses is a taboo topic in the travel industry, which prides itself on personal service.
Finding the right words, conveying the appropriate level of contrition — especially when the hotel isn't at fault — is a tedious and time-consuming process, said the director of a five-star resort, who asked that CNBC not use her real name to protect the resort's name.Natasha pastes a traveler's complaint into ChatGPT and asks the chatbot to write a response.For all its faults,"One was much better than what I would have done," she said. But "it has to be checked ...
In a ranking of U.S. hotel chains by their "online reputations," the tech company SOCi found that a driving factor for low scores was "ghosting" — that is, failure to respond to traveler reviews. He said responding to reviews is time-consuming, which is one of the reasons his company provides this service.
One company that acknowledges using AI to deal with customer complaints is the travel booking platform, which stores past customer communications to help travel advisors with future interactions, a company representative said. "We will take text that is really rough and convert it to elegant text, to empathetic text," he said.
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