Retour sur la 90e AG de l’Hotrec par François Gauthier | L’urgence digitale
🏨 GHR participated in the 90th General Assembly of Hotrec in Oslo from April 28-30, 2025. Key issue: integrating artificial intelligence in the hotel industry. Only one in three hotels in Europe is currently classified, as hotel classification importance declines with guests preferring "experience" from online reviews. Fake reviews jumped from 2.4% in 2018 to 8.6% in 2024, according to TripAdvisor's early 2025 report. Urgency for hotel professionals to manage AI's use of customer reviews, confirming positive and combating fake ones, is emphasized for reputation and AI recommendations.
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