Imagine this: a guest leaves the hotel, the phone vibrates, and a short questionnaire appears. What worked during the stay, how the night went, whether the staff felt welcoming, and whether the place deserves a future visit. The guest replies, offering only a few words. The LLM absorbs these fragments and turns them into a complete review that matches the platform's expected tone and structure.
The result is a constant flow of synthetic narratives. Volume increases, style becomes more consistent, outliers fade, and moderation becomes easier. Platforms gain cleaner data and a higher review count. Guests experience a process that consumes almost no time. Reputation begins to operate as an automated pipeline in which the human contribution is minimal, and the model handles everything else.
The real question is: are we prepared to inhabit an environment in which reviews are written by AI, moderated by AI, and ultimately evaluated by other AIs that guide ranking and recommendations throughout the travel ecosystem?
Viewpoint by Simone Puorto
Head of Emerging Trends and Strategic Innovation, Hospitality Net
