The leisure industry is in the midst of a digital revolution. Where guests once had to consult reception or an information folder, they now expect immediate, personalized answers via their smartphones. AI is playing an increasingly important role in this. But how do guests actually experience this new way of communicating?
Research into guest experience with AI
To find out, recent research was conducted among guests who used the AI-powered WhatsApp butler GuestButler during their stay. They received a short survey after their stay, and their interactions were analyzed. This provided a clear picture of how AI communication influences the guest experience.
The results show that AI is no longer seen as a gimmick, but as a valuable addition to personal contact.
AI and the customer journey
The analysis shows that AI-driven communication plays a role in almost every phase of the customer journey.
role plays:
- Orientation phase – questions about availability, amenities, and prices. Guests appreciate the quick, easy contact during this phase, often even before a final booking decision is made.
- About the booking decision Frequently asked questions about terms and conditions (cancellation, payment, pets). AI helps eliminate doubts and speed up the decision-making process.
- Just before departure – Practical information: directions, check-in times, what to bring. This is the phase with the most interactions.
- During your stay – questions about Wi-Fi, facilities, opening hours and reservations for extras such as breakfast or bicycle rental.
- After – AI is used for feedback and review requests, but guests also provide tips for improvements.
What guests find important
From the research and broader industry trends, three themes emerge clearly:
- Speed – Answers must be immediately available, even outside reception hours.
- Relevance – Information must be correct and tailored to the specific booking or accommodation.
- Ease – Contact should be accessible and familiar, preferably through a channel that guests already use daily, such as WhatsApp.
Practical experiences
The majority of guests indicate that AI communication makes their stay easier and more pleasant. However, there are also areas for improvement. For example, guests indicated they would like to receive more context, such as local tips or current weather information. It also emerged that AI sometimes can't answer all questions perfectly.
When guests prefer to speak to a person
Despite the high level of satisfaction, there remains a category of questions for which guests prefer to speak directly to a staff member. This mainly concerns:
- Problems or complaints (e.g. defective accommodation, cleaning).
- Special requests that require customization (e.g. dietary requirements, special bed arrangement).
This confirms that AI works excellently for standard questions, but that personal hospitality remains essential for the moments that really matter.
The numbers in a row
- More than half of guests actively used AI during their stay.
- The average rating among users was 9,1/10.
- 85% of frequently asked questions (Wi-Fi, check-in, facilities) were resolved automatically, without burdening the reception.
These results align with broader international trends. Global research shows that approximately 77% of guests prefer automated messages or chatbots for quick communication, and that approximately 71% of guests choose a property over others if it offers self-service technology such as contactless check-in and digital room keys (Escoffier/Skift & Oracle Hospitality, 2025).
AI enhances, not replaces
A key conclusion is that guests don't see AI as a replacement for human contact, but rather as a support. Because AI handles standard queries, staff have more freedom to focus on genuine hospitality. Solutions like GuestButler demonstrate that technology can actually help enhance the human side of hospitality.
More efficient communication with AI
AI-driven guest communication is not only accepted by guests, but even enthusiastically received. As long as the technology responds to their needs for speed, relevance, and convenience, it contributes to higher guest satisfaction. This presents an opportunity for holiday parks, campsites, and other recreation businesses: AI makes communication more efficient, while
guest experience becomes more personal and richer.
More information: www.guestbutler.ai