Smart Replies in the Hotel Industry

Learn how smart replies become a strategic ally for hotels thanks to artificial intelligence.

What are Smart Replies and How Do They Work with Artificial Intelligence?

 

myHotel Smart Replies are automatic responses generated by artificial intelligence to streamline interaction with guests. This functionality allows hoteliers to efficiently and personally respond to reviews on booking platforms (OTAs) such as TripAdvisor, Google, Expedia, and Booking, as well as satisfaction surveys.

The technology behind Smart Replies uses advanced Natural Language Processing (NLP) models that analyze the content of each comment, identify the tone and key aspects mentioned by the guest, and generate a coherent response adapted to the message received.

 

How Do They Work in Practice?

 

Content Analysis

AI examines the comment or review, identifying relevant themes such as cleanliness, service, facilities, or any other mentioned area.

Response Generation

Based on the analysis, AI crafts an appropriate response that reflects the guest's tone (positive, neutral, or negative) and provides an empathetic and professional message.

Automatic Personalization

Responses are not generic; AI adapts each message to the specific details of the comment, offering a more human and personalized experience.

Validation and Sending

Hoteliers can review and adjust responses before sending them, ensuring that each message aligns with the brand's voice and the hotel's standards.

 

 

Benefits of Implementing Smart Replies

 

Response Agility

Smart Replies significantly reduce the response time to reviews and surveys. Hotels can respond almost immediately, demonstrating an active commitment to guest satisfaction.

Improved Online Reputation

Responding quickly and accurately to comments not only meets guest expectations but also improves the overall perception of the service. An agile and empathetic response strengthens the hotel's image and increases the trust of future customers.

Team Optimization

This speed in responses frees up staff time, allowing them to focus on other critical areas of hotel operations, such as in-person attention, incident management, or continuous service improvement.

Consistency in Responses 

Smart Replies ensure that each response maintains a consistent, professional tone aligned with the hotel's values, regardless of who manages the communication. This helps provide a uniform experience to all guests.

 

 

Integrations with OTAs and Immediate Publishing

 

One of the most important features of myHotel's smart replies is direct integration with major OTAs. Thanks to our secure authentication (auth) with each OTA, review management is centralized on a single platform. With this, hoteliers can:

• View and generate responses directly from the myHotel platform.

• Review and confirm the response before sending it.

• Publish instantly on the corresponding OTA, ensuring quick and effective responses.

 

Data and Trends in LATAM

 

The Difference is in Seconds

Imagine receiving hundreds of guest comments every month. Some appreciate the experience, others make suggestions, and sometimes, problems arise that require a quick response.

Responding to each of these voices in a timely manner can make the difference between a returning guest and one who does not. With the support of artificial intelligence, hotels can respond in 30 seconds, including analyst review. Without this technology, the same process takes approximately 4 minutes.

Over a month, this difference translates into almost a full work week. Time that can be dedicated to improving the guest experience, resolving more complex issues, or planning the hotel's next strategies. Ultimately, it's not just about responding faster. It's about being present when the guest needs it most.

 

 

Data and Trends in LATAM (Chart Analysis)

 

The chart compares the percentage of responses automatically generated by myHotel's Smart Replies versus responses made directly on OTA platforms (TripAdvisor, Google, Expedia, Booking, etc.) by hotels in Latin America over the past 9 months.

A constant increase in the use of Smart Replies is observed from June 2024 to February 2025. Initially (June 2024), automatic responses represented 23% compared to manual responses. By February 2025, the use of Smart Replies has surpassed direct responses on OTAs, reaching 55%.

During this period, there is a 32% growth in the adoption of Smart Replies, suggesting that more hotels are implementing this technology to optimize their response processes.

 

 

Smart Replies Usage by Country

 

• The proportion of responses made from the myHotel platform (Smart Replies) versus manual responses on OTAs is analyzed across different Latin American countries.
• There is significant variation among countries, with some showing higher Smart Reply usage, while others still rely more on responding directly on OTAs.
• Brazil, Argentina, Chile, and Peru already exceed 50% Smart Reply usage from the myHotel platform (Fidelity Suite), while countries like Guatemala and Uruguay still have very low adoption of Smart Replies.

 

 

Comparison Between Hotel Chains and Independent Hotels

 

In the analysis of OTA responses, a clear difference is observed between hotels belonging to chains and independent hotels. Large chains have adopted Smart Replies more quickly, reaching 47% usage, while independent hotels, with 44% adoption, still largely rely on manual responses. This difference reflects how chains seek to optimize their feedback management with technology, while independent hotels still face the challenge of automating this process.

 

 

Impact on Guest Experience

 

How a Quick Response Improves Satisfaction and Loyalty.

Guests value receiving quick responses to their comments or concerns, as this reflects professionalism and attention to detail. An agile response not only improves the perception of service but also allows problems to be resolved before they escalate, thus preventing potential dissatisfaction.

Furthermore, quick and personalized responses strengthen the relationship with the guest, generating trust and a closer experience. This efficient attention can translate into positive recommendations, better reviews, and a higher probability of guests returning to the hotel for future stays, thus consolidating their long-term loyalty.

Another key benefit is that by responding to each review in a timely manner, the hotel maintains an active and interactive online profile. This not only demonstrates a real commitment to the guest experience but also influences the perception of future customers. Seeing that the hotel responds attentively and promptly reinforces the image of attentive and reliable service, which can be a decisive factor when choosing accommodation.

 

Hotel Chains Using Smart Replies

 

 

 

Connection with Major OTAs

 

In the digital world, a hotel's first impression often occurs long before the guest crosses the reception. Platforms like TripAdvisor, Google, Expedia, and Booking are not only places where travelers search for their next stay but also showcases that reflect service quality and attention to detail.

Maintaining an active presence on these platforms is more than just responding to reviews: it's an opportunity to dialogue with guests, resolve doubts, and build an image of trust.

Quick and consistent responses not only improve the hotel's perception but also meet the standards that each OTA establishes to highlight properties most committed to customer experience.

 

 

 

Connection with Major OTAs

 

In this scenario, smart replies become a strategic ally. Thanks to artificial intelligence, hotels can respond quickly and personally, ensuring they meet the response times that OTAs value. This level of attention not only strengthens the relationship with guests but can also translate into greater visibility, as platforms reward hotels that actively interact with their community.