Hospitality and tourism businesses are being asked to do more with the same or fewer resources. AI can help make that work faster, smarter, and more effective.

This article is a practical playbook focused on a few high-impact ways hospitality businesses can use AI today. We’ll cover content creation, visitor insights, ways to make your business easier for AI search tools to understand and recommend, and simple AI workflows for repeat tasks. Each section includes a short workflow and a prompt you can try right away.

New to AI? Start Here

If you have never used an AI tool before, start simple. Open ChatGPT or another AI tool, type or paste your request into the prompt box, use the “+” button to attach files when needed, and ask follow-up questions if the first answer is not quite right. For the prompts in this guide, copy and paste the prompt, replace anything in brackets with your own information, and hit send.

A Quick Note on Using AI Responsibly

AI can be incredibly useful, but you are still responsible for how you use it. Never blindly copy and paste what an AI tool gives you. Think critically, use your best judgment, check important facts and sources, and push back when an answer seems too convenient, too certain, or simply does not feel right.

  1. Create More Content Without Creating More Work

You probably already have more marketing material than you think. AI can help you get more mileage out of what is already working while making it much easier to keep your content fresh and relevant.

Simple Workflow

  • Identify 3 to 5 high-performing past posts, newsletters, or blogs.
  • Pick one upcoming event, offer, or seasonal update you want to promote.
  • Upload those examples and give AI the key details and the audience you want to reach.
  • Ask AI to create versions for different marketing channels, then review and edit them before publishing.

Optional: Review competitor content for inspiration and ask AI to suggest original variations that fit your brand voice.

Starter Prompt

Copy and paste this prompt into your AI tool. Replace anything in brackets with your own information.

I run a [type of business] in [location]. I am sharing a mix of my best-performing past content and a new upcoming promotion below. Repurpose and adapt this into a blog, three social media posts, and a short email. Also suggest one additional content idea inspired by this material. Keep the tone friendly, natural, and appropriate for visitors to our area.

[Upload your information using the “+” button by the prompt window]

  1. Find the Patterns Hiding in Guest Feedback

Your guests are already telling you what they love, what frustrates them, and what they wish was better. AI can help you spot those patterns much faster and turn scattered feedback into useful marketing and business insights.

Simple Workflow

  • Gather recent reviews, survey responses, social comments, or guest feedback.
  • Upload the feedback or paste it into the prompt window.
  • Ask AI to identify common themes, repeated complaints, positive surprises, and emerging preferences.
  • Ask AI for suggestions on how to reduce recurring complaints and build on what guests already love.

Starter Prompt

Copy and paste this prompt into your AI tool. Replace anything in brackets with your own information.

Analyze the guest feedback provided and identify the five most common themes. Highlight what guests value most, recurring frustrations, and any opportunities we may be overlooking. Then suggest three ways we could use these insights to improve our marketing and/or operations.

[Upload your information using the “+” button by the prompt window and/or paste guest feedback here]

  1. Make Your Website Easier for AI to Find and Recommend

When a traveler asks ChatGPT or another AI tool where to stay, eat, or visit, can it quickly understand what your business offers and why it should recommend you? GEO, or Generative Engine Optimization, and AEO, or Answer Engine Optimization, are ways of making your website clearer and more useful to AI-powered search and answer tools.

Simple Workflow

  • Paste your website URL into an AI tool and ask it to analyze how clearly your site explains your business.
  • Ask AI to suggest specific changes that could make your site easier for AI search and answer tools to understand and recommend.
  • Update important basics such as your location, services, amenities, hours, menus, policies, and nearby attractions.
  • Add short FAQs that answer real traveler questions, such as “Where should I stay in Pittsfield?” or “What are good places to eat nearby?”

For more advanced users: Some GEO/AEO optimization also happens behind the scenes through metadata, structured data, and how your website content is organized.

Starter Prompt

Copy and paste this prompt into your AI tool. Replace anything in brackets with your own information.

Review my website and tell me how easy it is for AI search and answer tools to understand and recommend my business. Identify anything that is missing, vague, or hard to find. Then give me a short, prioritized list of specific changes I can make first.

[Paste your website URL here]

  1. Start With the Easy Workflows: Agentic AI

Agentic AI sounds technical, but the idea is simple. Instead of using AI for one answer, you use it to help move through a series of repeatable steps. The best place to start is a daily or weekly process with a clear order of tasks, low risk, and ideally one person responsible from start to finish.

Example: Every Monday, one person gathers upcoming events, asks AI to draft three social posts and an email, reviews the drafts, and schedules the approved content.

Simple Workflow

  • Identify one task that repeats every day or week.
  • Write down the steps in the order they happen.
  • Choose a process that is mostly owned by one person and is low risk.
  • Ask AI which step it could help with first, then test the simplest version.

Starter Prompt

Copy and paste this prompt into your AI tool. Replace anything in brackets with your own information.

Help me identify a simple AI workflow around the process below. Before making recommendations, ask me five questions that will help you understand how often the work happens, who owns it, what steps are involved, what tools I use, and what could go wrong. Then break the process into steps, identify where AI could help, and recommend the easiest low-risk version to test first.

[Describe your daily or weekly process here]

Want to Go Deeper on AI for Your Business?

If you liked what you saw above and want to learn where AI implementation is heading for hospitality and tourism, join us at the AI Hospitality & Tourism Summit on September 23 at Berkshire Community College. Five speakers, including Kate Fox, the Executive Director of Massachusetts Office of Travel and Tourism, will share practical insights into how AI is reshaping hospitality, tourism, and businesses across the Commonwealth.

Register here. 

Start Small and Build From There

You do not need to overhaul your marketing strategy or automate everything at once. Pick one useful place to start, test it, learn what works, and build from there.

The biggest opportunity with AI is not doing everything differently overnight. It is finding a few practical ways to save time, understand your visitors better, improve how people find you, and make repetitive work easier.