BUSINESSFORTUNE
AI is making promises your brand never made. Hotels are paying the price
Hotels are facing accountability for customer expectations shaped by AI-generated recommendations and third-party platforms, even when those expectations were not set by the hotel. This misalignment leads to guest dissatisfaction, damaged trust, and business risks as brands absorb blame for unmet promises made by external systems.
Mentioned
Related Signal
Adjacent reporting
- Revealed: Holidaymakers are being turned away from hotels they've paid for - and being refused refunds - in worrying trend of properties overbooking guests
- 'Keir Starmer made us promises - and we thought they'd be kept'
- Carnival ripped for canceling cruise bookings after website glitch sold ridiculously cheap trips
- Loveholidays is accused of 'catfishing' customers as the online travel agent receives a string of complaints over mouldy accommodation, lost bookings and a hotel that turned out to be a care home