HOTEL BUSINESS REVIEW
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Should You Use AI in Hotel Marketing & Public Relations?

By Michelle Guglielmo Gilliam President, Point Taken Communications | April 2025

Artificial intelligence (AI) is everywhere. Whether you are asking ChatGPT to improve your press releases, using Canva to alter images to align with your brand standards, or employing Elementor to build website wireframes, AI can help or hinder your work.

In the recently published State of AI in PR report by Muck Rack (published in January 2025), three out of four PR professionals say they use generative AI at work, yet 55% of companies do not have AI policies. That means your team members may use AI in their marketing and public relations efforts without your knowledge. This could put you at risk for copyright infringement issues, a lack of creativity, or the publication of incorrect information (AI is still evolving and can make mistakes).

Given these benefits and potential risks, should you utilize AI in hotel marketing and PR? Generally, yes, the advantages of AI outweigh the disadvantages. However, it’s crucial to establish safeguards to ensure your team uses AI to enhance their work.

Create an AI Usage Policy for Your Hotel

If you were to take a quick poll of your team members, how many would you say they use AI daily? How are they utilizing that technology? Is AI helping them work smarter and faster, or is it wasting time by allowing them to experiment too much, taking valuable time away from their work?

With most of the hospitality industry under staffing constraints, the goal of AI should be to make hotel marketing and PR efforts more efficient. This is where an AI usage policy comes into place. Simply typing “How do I create an AI usage policy?” into ChatGPT, yielded several principles and guidelines for an AI usage policy. Define the reason for the policy, to whom it applies, and what tools and applications it covers. Talk to your marketing and PR team members to determine how they utilize AI as you craft the policy.

AI can help write social media copy in seconds, but a human social media marketer needs to feed it the correct content and fact-check the results. Do you host social media influencers for comped overnight stays, meals, or services? AI might be a great place to start drafting influencer contracts, but it’s never going to be able to outline all the legal provisions related to your property like an attorney. AI can draft a quality press release, but can it fully explain what makes your resort or hotel unique? Can it develop a newsworthy angle that will catch a journalist or influencer’s attention and can be executed by hotel staff? Probably not. Use this portion of your policy to explain how your team can use AI and when human intelligence outweighs the power of AI.

Define the ethical principles of AI usage. Many people believe you should disclose the use of AI, but it’s not always feasible. If you use AI to help craft the text portion of a social post, a disclosure at the bottom will look out of place. However, if you use AI to create a photo of your property, a disclosure is probably warranted to prove authenticity and offer transparency.

DALL-E Generated Image of a Man on a Boat in Greece

Take this DALL-E-generated image of a man on a boat in Greece.

The image shows a man on a boat off the coast of Oía, Santorini, but the proportions are incorrect; the pink bell tower seems to be missing, and the left and right boat oars are different. The image resembles a drawing more than a real photograph. Sharing something like this on social media or your website may lead your followers to question the authenticity of the image, which in turn casts doubt on the credibility of your brand. Clearly outline how, when, and where it’s appropriate to use AI-generated content in all your marketing and PR efforts within your AI usage policy.

A good AI usage policy should also outline how to meet all legal and regulatory requirements (such as GDPR, CCPA, etc.). This is also a good opportunity to explain the testing and deployment of new technologies and outline which job title is responsible for updating the AI usage policy as new technologies emerge. Risk management protocols should be defined, and processes for identifying and correcting AI mistakes should be clearly explained.

Test and Learn How AI Can Help Your Hotel Marketing and PR Efforts

If your team members already use AI, have them share why and how it benefits their work. Work together to understand which AI applications benefit your property and which are just “fun to use.” Test new AI programs carefully before deploying them, identifying and noting bugs that may hinder your marketing and PR efforts.

For example, AI-generated social media posts with AI-generated emojis could be great, but if the emoji has a meaning that doesn’t match your hotel’s brand standards, it could significantly hurt your audience’s view of your property (and surely elicit a number of comments from your followers). An AI-generated list of hotel industry journalists returns a list of 11 journalists from four publications, which is not nearly enough to build a media list and distribute a release. AI also does not provide a detailed analysis of the work of these journalists that can be used to craft attention-grabbing pitches. On the other hand, AI can easily alter an image in Canva, much like Photoshop, without the steep learning curve of such a program.

AI can be used in so many different ways, but it’s vital to identify how it best suits your property’s marketing and PR work.

Train Your Team in AI Best Practices

We often learn ethical standards and best practices after years of work and some mistakes. Because AI is still new and evolving, this is an excellent opportunity to outline best practices using AI and ensure your entire marketing and PR team (including outside agencies and contractors) are on the same page about its use.

Some AI programs like Grammarly have been in use longer and can be easily deployed by your entire team. Newer platforms that complete operations previously considered impossible without human involvement (enlarging the size of an image, creating a brand spokesperson, or developing brand and voice guides) must be checked for accuracy, clarity, and consistency across all your marketing and PR efforts. While it might seem time-consuming to keep up with AI best practices and train your team on them, it can save a lot of time in the long run when you aren’t fixing mistakes…or worse, hiring a crisis communications team to fix a costly mess.

Check, Double Check, and Then Triple Check Your Work

We’re all moving so quickly, and mistakes happen, especially in hospitality, where each team member wears many hats. It isn’t practical to have the director of sales and marketing proofread every marketing or PR material your property distributes, but a set of standards is vital for accuracy. Encourage your team members to proofread their work at least once and pair them with a copy-editing colleague who can put an extra set of eyes on their efforts. Develop a procedure for reviewing materials of special importance (like collateral materials that will support your hotel for months, even years, or shareholder reports. Consider making key personnel sign off on these marketing and PR materials in writing, but don’t put too many cooks in the kitchen, or the project will never be completed.

Test and Refine Your AI Strategies and Tactics

As AI evolves, so will your AI usage. Set dates to review your AI usage policy, test new AI applications, and determine which applications no longer benefit your marketing and PR efforts. Just as you monitor media coverage, social media metrics, Google Analytics, and other sales data, watch how your usage of AI impacts your marketing and PR efforts.

Are those AI-generated posts getting more engagements than the ones written by your social media manager? Are the AI-generated blog posts on your website driving traffic and making your hotel stand out? Is the data given to you by AI accurate?

If the AI programs employed by your hotel are saving time and money, then stick with them. If they cost you more in error correction or force you to do extra research, stop using those applications and search for technologies that better suit your hotel.

Since programs like Grammarly and QuillBot can detect AI-written content, there may be a time when search engines like Google, Bing, or Yahoo downgrade AI-produced content in favor of pieces written by humans. That’s why it’s so vital to have humans manage all your AI-driven marketing and PR content.

AI is Here to Stay, But Use it Wisely

AI isn’t going anywhere, and it’s rapidly evolving. However, that doesn’t mean it will suddenly replace your human workforce (consider those robots that slowly carry dishes somewhere, but a human still needs to take them to the dishwasher or the chatbot that struggles to understand a guest’s complex question). Train your marketing and PR teams to effectively use AI to best suit your hotel’s needs, and make sure they adhere to your AI usage policy. Proofread and fact-check the work produced by AI, and regularly evaluate your needs to determine whether AI is fulfilling them.

Like any new program, out-of-the-box AI applications won’t grasp the nuances of your brand or your marketing or PR strategy. This is where the power of the human brain comes into play. You will attract more leisure and group business with the combination of human insight and AI than with AI technology alone.

Ms. Guglielmo Gilliam

Michelle Gilliam has more than 25 years of experience in marketing, public relations, video production, and web design. She leads client activities and manages Point Taken, a PR and marketing firm specializing in hospitality PR and marketing for clients across the United States. Ms. Gilliam is a former television producer, reporter, and fill-in anchor who has worked for The People's Court and various local TV stations. She has also served as a producer of private conferences for the United States military, arranging presentation topics, booking speakers, and managing profit and loss for events. Ms. Gilliam has managed public relations for several AAA Four-Diamond resorts, restaurants, financial organizations, and nonprofits. Her marketing and communications work extends across the globe, and she has secured both national and international coverage for clients in publications such as USA Today, The Daily Mirror, Forbes, MSNBC, Fox News, and People, which has led to increased sales for her clients. Extended Biography & Contact Information

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13. PRIVACY POLICY

The following is the Privacy Policy for HotelExecutive

We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.