AI in the Service of Hotel Management: New Tools and Technologies for Review Management and Guest Communication

This paper analyses the application of generative artificial intelligence (AI), with an emphasis on automated text processing and communication tools, in managing online guest reviews within contemporary hotel management. Generative AI refers to systems that generate text and content automatically by processing extensive datasets. ChatGPT is applied for automated guest communication, Gemini supports multimodal analysis, and Perplexity enables structured information extraction. Empirical data were collected from two seasonal four-star hotels in Dalmatia across the 2022 and 2023 operating seasons, amounting to 1637 online guest reviews. The analysis identifies four operational advantages: accelerated processing, communication consistency, multilingual support, and personalised replies. The study identifies key limitations such as the absence of authentic emotional intelligence, emerging data protection requirements, and risks of algorithmic bias that necessitate regular ethical oversight. A hybrid AI-human interaction model is recommended, including continuous staff training and ethical monitoring to uphold service quality and digital reputation. Findings are contextualised through practical application and contemporary industry standards.