Phil Koserowski, vice president of interactive marketing at LHW, told eMarketer’s Maria Minsker how. eMarketer: How are you using AI to improve the guest experience? Phil Koserowski: We’ve been working with WayBlazer, a platform that leverages IBM Watson’s cognitive computing technology, for about two years to improve the hotel research and booking processes. Our hotels offer uncommon experiences, but we felt confined to a certain way of presenting ourselves. We would ask “Where do you want to go to and for how many nights?” vs. “What type of experiences do you want to have?” Our target customers are curious travelers—80% are researching online. Through artificial intelligence, we can draw out some unique qualities and offerings that our 375 hotels offer, and highlight those relevant to specific customers. “Through artificial intelligence, we can draw out some unique qualities and offerings that our 375 hotels offer, and highlight those relevant to specific customers.” Get the full story at eMarketer