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  • Writer's pictureDr. Keneika A. Rowe, CHE, CHIA

Is ChatGPT A Benefit Or Threat To Your Hospitality Operation?


Image of Ipad showing information on ChatGPT
Photo by Rolf van Root on Unsplash
Did you know 43% of professionals reported using ChatGPT or other AI tools to assist with work-related tasks?

ChatGPT and Generative AIs have been trending topics across various industries for the past couple of months. ChatGPT, a Generative Artificial Intelligence tool OpenAI created, has become very controversial. OpenAI is an “AI research and development company whose mission is to create artificial general intelligence that is smarter than humans, but can benefit all humanity.” ChatGPT is a highly intelligent tool and can create its own content in a dialogue form when interacting with its users. According to OpenAI, ChatGPT can follow instructions in a prompt and can “answer follow-up questions, admit its mistakes, challenge incorrect premises, and reject inappropriate requests.” Research shows that from its launch in November 2022, ChatGPT currently has more than 100 million users. Its exponential user growth is related to its ability to solve complex questions, assist with blog writing, poetry, job applications, create art, use as a chatbot, etc. A survey by Fishbowl reported that 43% of professionals said they had used ChatGPT or other AI tools to assist with work-related tasks, and 70% did so without telling their bosses.


How Can Restaurateurs Use ChatGPT?


There are many reports on how ChatGPT has been used across some of the sectors in the hospitality industry. In her article with Nation’s Restaurant News, author Joanna Fantozzi explained how restaurant operators use ChatGPT to assist with menu design and inventory control. ClearCogs, ''a predictive analysis food prep forecasting system for restaurant operators,'' has linked ChatGPT to their restaurant’s Point-Of-Sale system (POS). This enables them to ask AI-specific inventory questions, and it can run a predictive analysis telling the manager what to forecast for the future. For example, managers can ask, "what are the odds of running out of chicken on Wednesday, using past data from the POS helps the AI to provide a specific number of chickens using predictive analysis. In addition, managers are also using ChatGPT to help make their website accessible to all users, create AI-inspired menus, conduct food and beverage pairing, and increase productivity and overall customer service and satisfaction. Another interesting way that ChatGPT is used in the restaurant industry is to write wine reviews. In an article by Jelisa Castrodale with Food and Wine, she reported that researchers used past reviews from Wine Enthusiast Magazine and Ratebeer to train the AI to write wine and beer reviews. While this sounds like it is taking away sommeliers' jobs, it is suggested that the AI could write the first draft of the reviews, and then the expert reviewer could review it to ensure it meets expectations.


How Can Hoteliers Use ChatGPT?


Revenue Hub reported in their blog that hoteliers could use ChatGPT to help create personalized guest experiences through automated guest communication, engagement, and travel itineraries. Furthermore, Ahmed Mahmoud mentioned in his article that hoteliers could leverage ChatGPT during their digital marketing process. For instance, ChatGPT can provide information on how they can create and manage their websites, develop email campaigns, and tips on search engine optimization and pay-per-click (PPC) for advertising. In addition, in an article published by STAAH, it is suggested that hoteliers could also use ChatGPT to generate room descriptions for their hotels’ websites and find out the best online channels for listing their hotels.


What Are Some Limitations To Using ChatGPT In The Hospitality Industry?


In an article written by author Anubha Jain, ChatGPT has the following limitations:

  • It provides expressionless content that is robotic.

  • It can contribute to the loss of jobs and human interaction.

  • The tool is still under training. Hence it could produce incorrect answers.


How To Create A ChatGPT Account?

Image shows ChatGPT examples, capabilities, and limitations
Photo by Levart_Photographer on Unsplash

Creating an account on the ChatGPT platform is very easy. Here are the steps you should take to create an account:


  1. Visit the website https://chat.openai.com/auth/login and Sign up for an account.

  2. Once you enter your email and password, it will send an email to verify your account.

  3. You will then enter your name and telephone number.

  4. Once you receive your verification code, you have access to the tool.

  5. The first couple of screens tell the goal of the AI and how they collect data.

  6. Once you read through all the prompts, you will see some examples of questions to ask, the tool’s capabilities, and limitations.

  7. You can then create a New chat by asking a question.


Out of curiosity, I ran a test to see how it could answer questions about hotels and restaurants, and here are my results:


I first asked, ''What is a hotel?'' And the response was:

Image shows response to question on what is a hotel
Screenshot Using ChatGPT On chat.openai.com/chat

Then I asked, ''How can I market my hotel?" And the response was:

Image shows response to question on how can I market my hotel
Screenshot Using ChatGPT On chat.openai.com/chat

Last, I asked, "What is a new menu trend for a restaurant?" And the response was:

Image shows response to question on what is a new menu trend for a restaurant
Screenshot Using ChatGPT On chat.openai.com/chat

I was very impressed with the results produced by ChatGPT. The information provided was comprehensive. It felt like you were conversing with an expert in the field. Despite the limitations, it could help managers and employees increase productivity in their overall operation by spending less time creating content-specific tasks and more time delivering the brand promise to their customers. Furthermore, managers could learn tips on how to keep up with the trends to increase brand awareness, maximize revenue, and meet the changes in customers' tastes and preferences. It is crucial, however, that managers and employees review the content produced by the AI to ensure that it is correct and best articulates the message they want to deliver.



We encourage knowledge sharing on our platform and would love to hear from you. Is ChatGPT A Benefit Or Threat To Your Hospitality Operation? Why or Why not? Please share your responses in the comment section below.


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