Travel · AI
Answering guest questions with AI: how to do it right
What time is check-in? Can we bring the dog? Is there still space in July? Every accommodation gets the same questions, often when nobody is around. AI can answer them quickly and well, as long as you set it up properly.
Which questions can AI answer well?
Most guest questions cover a fixed set of topics. They suit AI well, because the answer is in your own information:
- Arrival and departure: check-in times, keys, late arrival
- Pets, parking, EV charging
- Facilities: pool, wifi, restaurant, shop
- The area: routes, day trips, supermarket
- Availability and price, if the AI is connected to your booking system
Complaints, damage, refunds and exceptions to your rules are less suitable. Those belong with a person.
How to set it up
- Collect your twenty most frequent questions. Look through your email, WhatsApp and platform messages, and write down the right answer to each.
- Record your house rules and information. The AI only answers well if the source is right. Keep it updated when something changes, such as opening hours in the low season.
- Start with drafts. Let the AI suggest replies that you approve first. That way you see whether tone and content are right.
- Agree when a person takes over. With a complaint, a payment, or a question the AI cannot answer, the message goes to you.
- Then automate step by step. Questions that keep going well can be answered straight away, also at night.
Do you have to say it is AI?
Yes. Since 2 August 2026, Article 50 of the EU AI Act applies. An AI system that interacts directly with people must be designed so that people know they are dealing with AI. This must happen at the latest at the first interaction, unless it is already obvious to an attentive guest. An explanation of Article 50 warns against relying on that exception too quickly.
A short sentence is enough. For example:
- "You're chatting with our digital assistant. Would you like to talk to someone from our team? Just let us know."
- "Sie chatten mit unserem digitalen Assistenten. Möchten Sie mit jemandem aus unserem Team sprechen? Sagen Sie einfach Bescheid."
Mind privacy
Guest messages contain personal data such as names, phone numbers and travel dates, so the GDPR applies. Only use the data needed to answer the question, sign a data processing agreement with your provider and, where possible, choose a service that processes data in Europe. Mention in your privacy notice that you use AI for guest communication.
Frequently asked questions
Do I have to disclose it if I check and send the AI reply myself?
If the AI sends messages to guests itself, you must disclose it. If you only use AI to draft a reply that you edit and send, the guest is in contact with you. If in doubt, simply mention it in your message or privacy notice.
Which languages can AI reply in?
Most European languages. A German guest gets a German reply, based on your own information. Do check the first replies in each language.
What if the AI does not know the answer?
Then it should say so and pass the question to you. Set that up in advance. A made-up answer about pets or cancellation can cause you a lot of trouble.
Sources
Kelly has more than ten years of experience in online marketing and SEO, for brands such as IKEA, TUI, Holidu, Belvilla, Center Parcs, vidaXL and Johnson & Johnson.
