AI doesn’t create demand, it stops it from slipping away

Smart Pineapple helps independent hotels cut through marketing noise, align their systems and communicate with guests in ways that build trust rather than confusion. Founded by Kay Walten, the work is grounded in hands-on hospitality experience and uses AI deliberately to simplify decision-making without flattening a property’s voice or judgment. Here, she draws on real-world operator challenges to show why personalization fails when clarity is missing, and how independents can use AI with intention instead of defaulting to automation.

—Interview by Jennifer Glatt, edited by Bianca Prieto

Where are independent hotels gaining the biggest edge from AI today?

For most independent hotels, the biggest gains from AI aren’t happening in flashy or technical places. They’re showing up in very ordinary moments. It’s the fifth arrival question of the day. It’s the same point of confusion showing up again and again in reviews.

That’s where AI is helping the most right now. Not by adding more tools, but by reducing friction in moments guests experience repeatedly. Pre-arrival messages, arrival instructions and follow-up communication become clearer and more consistent. When those moments are easier, guests feel more confident. Staff deal with fewer interruptions. The operation runs more smoothly without adding people.

AI doesn’t create demand. It stops demand from slipping away when something feels unclear.

What’s one way AI is helping independents compete on personalization without sacrificing the human touch?

Most guests don’t want more communication. They want communication that feels relevant. The kind that makes them think, “This place understands why I’m here.”

AI helps by working with the context hotels already have, such as why someone is visiting, when they’re arriving or how long they’re staying. Instead of sending the same polished message to everyone, teams can start from something that already feels personal.

That doesn’t remove the human element. The voice still comes from the team, and the warmth still comes from the property. AI simply removes the friction of starting from scratch so people can respond naturally, even on busy days.

Personalization isn’t about sounding fancy. It’s about helping guests feel understood. Many independents are wary of adding new tech.

What separates AI that truly helps from tools that just add more to manage?

The easiest way to tell is whether the tool removes work, or creates more of it. If it adds another login, another dashboard or another place to check, it usually adds mental load. If it quietly takes something off the team’s plate, it’s doing its job. The most useful tools help draft responses instead of starting from scratch, summarize guest
feedback instead of burying it in reports and turn repeated questions into fixes instead of daily interruptions.

When teams keep answering the same questions—about parking, check-in times or how to get around—it’s rarely a staffing issue. It’s usually a system issue.

How does AI change decision-making for independent owners?

Most owners already have plenty of information. What they’re missing is clarity. They can sense when something’s off, but it’s hard to pinpoint where. AI helps surface patterns more quickly, such as recurring questions or hesitation during booking. Instead of discovering issues after the season ends, owners can adjust while it still matters. They can refine messaging, update details or clarify expectations before small problems turn into lost bookings.

Guests rarely complain when they hesitate…they usually just move on. AI makes those moments visible so decisions can be made with confidence instead of guesswork.

What’s the next AI capability that will matter most for independent hotels?

The next shift isn’t about creating more content. It’s about connecting the dots across the guest experience. AI that links questions, reviews, booking behavior and staff feedback into a clearer picture helps owners see where guests feel uncertain before that uncertainty becomes lost revenue. The hotels that do best won’t be the ones using the most tools. They’ll be the ones that remove friction the fastest.

To prepare, owners don’t need to overhaul everything. They can start by organizing core guest information, making sure details are consistent across listings and being clear about how their property actually operates. AI works best when the foundation is steady.

Anything else you’d like to share?

One thing that often gets overlooked is that AI doesn’t make a hotel more human. It simply makes the gaps in the experience easier to see. That can feel uncomfortable at first, but it’s also an opportunity. Independent hotels don’t win by being louder or more automated. They win by being clear, consistent and intentional about how guests experience their stay. AI doesn’t replace trust. It shows you where trust can be strengthened.

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Mint Pillow is curated and written by Jennifer Glatt and edited by Bianca Prieto.