Knowledge Is Useless If It Isn't Shared
We were giving talks in Colombia. And an important reflection: automating doesn't mean dehumanizing. It means freeing your team to do what robots can't.
I came back from Colombia with my head full. Let me tell you.
Knowledge is useless if it isn't shared
We were in Colombia giving talks to hoteliers about conversational AI and direct bookings. And every time I stand in front of a group of hoteliers, I confirm something: there's a lot of valuable knowledge that doesn't reach the people who need it most.
The gap isn't about technology. It's about information. Independent hoteliers, the ones who don't have a technology department or a specialized consultant behind them, are making decisions based on outdated information or outright myths.
That's why this newsletter exists. That's why we keep hosting events. Knowledge is useless if it isn't shared.
Automating = boosting the human touch
One of the most common fears I hear: "If I automate, I'll lose the personal touch."
It's exactly the opposite.
When you automate the answers to repetitive questions, the team gets real time for the conversations that matter. For the call where the guest is choosing between your hotel and another. For the check-in moment where a genuine welcome can turn a customer into a promoter.
Automation doesn't replace the human. It gives them back the time to be human.
Gen Z and Millennials: loyalty through experiences
A relevant market data point: for Gen Z and Millennial travelers, loyalty to a hotel brand isn't bought with loyalty program points. It's earned through memorable experiences.
Shared time is worth more than discounts. Personalized experiences are worth more than generic perks.
— Gonzalo Rioja
