If you’re using social media to promote your hotel but outsourcing the ‘social’ part to a bot, don’t be surprised when the results feel flat. Because they will.

People can spot AI-generated content from a mile off now. It all blends into the same white noise we’re all getting bored of.

Rosie Willan recently pointed out how even one of her favourite hotel groups lost its voice this way. The personality was gone, and with it, the connection.

Hospitality is built on how you make people feel. If your posts don’t reflect that, they’re not doing their job.

You don’t need to be clever or have a ‘hot-take’ in every post, you just need to be real.