At HITEC 2025 in Indianapolis, we sat down with Ryan King, Senior Vice President for the Americas at Shiji Group, to unpack how hotels can measure, interpret, and act on guest experience data. Ryan explained why reputation now depends as much on real-time feedback analytics as on human service, and how tools like the Guest Review Index (GRI) are helping hoteliers identify both standout moments and systemic breakdowns. He also weighed in on AI’s growing role in the industry – not as a replacement for people, but as a tool to enhance guest experience and operational focus.
Why is experience measurable, and how should hoteliers act on it?
Experience has always been at the heart of hospitality, but according to Ryan King, we have only recently begun to measure it meaningfully. Gone are the days of relying solely on comment cards, today’s guests leave feedback on Google, TripAdvisor, Booking.com and more. That constant flow of sentiment is now measurable through tools like the Guest Review Index (GRI), which not only tracks trends but also distinguishes between one-off incidents and systemic problems. When a water boiler breaks during a large conference, for example, the GRI understands this anomaly and adjusts its scoring logic accordingly. But when complaints recur, such as with hot water, the score begins to drop, prompting operational improvements.
How are hotels using guest reviews to take action?
King shared the story of a hotel group that fully embraced review management across all departments, not just marketing. They examined feedback syntax to adapt training programmes and revise revenue strategies. At one hotel, glowing reviews about staff friendliness led the revenue manager to adjust rates. At another, poor front office feedback triggered a corporate visit, after which new SOPs were developed and rolled out across properties, raising the GRI scores of underperforming locations. The message: feedback, when taken seriously, drives tangible improvement.
Can guest sentiment reveal blind spots, even at luxury brands?
Absolutely. One luxury group assumed its tone of voice and guest responses were consistent across properties. Shiji’s data told a different story: customer feedback highlighted stark inconsistencies, particularly in food and beverage experiences. This prompted internal reflection and immediate onboarding of tools to help monitor and improve brand standards. Sometimes
, King noted, you need measurement and data to validate what you think is happening.
Is the value of an experience the same across all hotel types?
Not quite. The definition of a great guest experience varies between urban business hotels and beach resorts. Travellers have different needs depending on the purpose of their trip. But in both cases, seemingly small details can matter immensely. King recounted a case where a property cut fresh flowers from the turndown service, assuming it would go unnoticed. Within weeks, guest feedback indicated a drop in perceived value. The flowers were quickly reinstated.
What role does AI play, and does it risk replacing staff?
King acknowledged the widespread anxiety around AI replacing human roles but offered a more nuanced view. AI, he said, is transforming, not removing, jobs. Like the rise of the internet decades ago, AI will change functions, not eliminate hospitality roles altogether. Automation of repetitive tasks, such as data entry or credit card processing, can free staff to focus on human interactions. The key is to use AI to enable more meaningful moments, “surprise and delight,” as he put it, not to cut corners on service.
Why does reputation ultimately rest with people?
Despite technological advances, hospitality is still powered by human interactions. King illustrated this with a personal anecdote: after switching from United to American Airlines, he found himself missing United’s warmth and consistency, like the time a flight attendant surprised him with a birthday cupcake. American, by contrast, failed to meet even the basics of promised service. In hotels, that gap is even more critical. A guest may forgive minor faults, but not the absence of a helpful human when something goes wrong.
Final takeaway?
Tools like GRI help hotels measure, understand, and improve guest experience. But people remain the decisive factor in reputation and loyalty. AI will play an important role in operations, but it is hospitality professionals who create the memories guests talk about, and return for.