'Make the direct channel as attractive and frictionless as possible'

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By Jennifer Glatt | for Mint Pillow

If you think AI is only for the big chains, Mercedes Blanco might make you change your mind. As chief partnerships officer at The Hotels Network, she’s a hospitality-tech powerhouse with a passion for helping independent hotels thrive. She blends deep industry know-how with a refreshingly accessible approach, offering real, actionable tips to plug AI into your day-to-day operations (without losing your personal touch). Here, she shares smart, simple ways to make AI your ally.

What’s the most immediate AI opportunity independent hotels are missing today and how can they start implementing it without major investment or disruption?

Leveraging AI for intelligent website personalization and conversion optimization, as websites are often a static brochure. Platforms like The Hotels Network tools are designed for this. These [tools] are often subscription-based SaaS solutions requiring minimal IT setup.

How can smaller, indie properties use AI to personalize the guest experience to drive loyalty and repeat bookings?

Use AI to personalize the guest experience by powering intelligent offers based on what [guests] browse, implementing AI chatbots, automating pre-stay emails/messages integrated with CRMs or PMS, upselling and cross-selling at the optimal time, and of course, [conducting] sentiment analysis of guest feedback post-stay.

What are some simple, effective ways to use AI to increase direct bookings and reduce reliance on OTAs?

The core idea here, strongly championed by THN, is to make the direct channel as attractive and frictionless as possible. Using AI to dynamically show the right message and offer to the right user at the right time on your direct website is key; you can identify users who started but didn't complete a booking and trigger personalized follow-up emails or messages with a gentle reminder or a specific incentive.

For hotel teams with limited tech resources, what are the easiest starting points for using AI to streamline back-office operations like reporting or forecasting?

Many modern RMS solutions integrate AI to dynamically adjust pricing based on real-time demand, competitor rates, local events and historical data. Look for business intelligence tools that use AI to surface key trends and insights from your data. Some platforms can use AI to predict staffing needs based on occupancy forecasts, event calendars and historical labor data, helping to optimize schedules and reduce over/understaffing without complex manual calculations.

How can independent hoteliers introduce AI tools without compromising their unique brand voice or the human touch guests expect?

This is a critical concern for independent hotels that pride themselves on personalized service. The key is using AI to augment the human touch, not replace it. Here's how:

Train AI with your brand voice: When implementing AI chatbots or personalized messaging systems, ensure they are configured with your hotel's specific tone, language and values. Many AI platforms allow for extensive customization of responses.

Define clear boundaries for AI: Use AI for repetitive, transactional or informational tasks, freeing up your human staff to handle complex requests, build rapport and deliver genuine hospitality. AI should answer "what time is check-out?" so a human can have a meaningful conversation about a guest's special anniversary.

Always provide a human handover: Ensure that any AI interaction can seamlessly transition to a human agent when needed. Guests should never feel trapped in an automated loop. Communicate transparency: Inform guests about the use of AI tools (e.g., "Our virtual assistant is here to help you 24/7") but emphasize that human staff are always available.

Is there anything else you’d like hoteliers to know?

AI is no longer a luxury for large hotel chains; it's an accessible necessity for independent properties looking to compete effectively in the digital age. By embracing AI strategically, independent hotels can punch above their weight, offering highly personalized experiences and driving direct revenue.

Focus on the direct channel: Making the direct booking experience seamless, personalized and competitive with OTAs.

Start small and iterative: Hoteliers don't need to overhaul their entire tech stack. Start with low-investment, high-impact AI applications like website personalization, smart chatbots or automated revenue management tools.

Data is your gold: AI thrives on data. Even small independent hotels collect valuable guest data (booking history, preferences, feedback). AI tools can help extract actionable insights from this data that would be impossible for humans to process manually.

Education and adaptation: The landscape of AI is constantly evolving. Hoteliers should invest in understanding the potential of AI and be open to adapting their strategies to leverage new tools and technologies as they emerge.

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Mint Pillow is curated and written by Jennifer Glatt and edited by Lesley McKenzie.