Hotels are generating more guest feedback than ever, with the number of reviews continuing to rise across platforms. Recent data from Customer Alliance shows that review volume in July 2025 was 5.4% higher than in July 2024, reflecting how quickly guest voices are multiplying and shaping the industry. This aligns with wider trends, with industry insights reporting that 97% of hotel guests consult reviews before booking, highlighting how central feedback has become in the decision-making process.

As platforms, properties, and review volumes expand, hotels benefit from having more guest voices than ever. Every additional review is an opportunity, but the real question is how to transform thousands of comments into clear insights that guide action.

Addressing this challenge at scale is the goal of AI Insights, the new Customer Alliance feature designed to help hotels instantly turn feedback into growth opportunities. By surfacing what guests mention most, what exceeds expectations, and what needs improvement, the feature helps hotel teams prioritize their efforts, take tactical action, and save valuable time on manual analysis.

How AI Insights works

AI Insights pulls information from all the hotel’s guest feedback and organizes it into a structured, actionable view.

Mentions are automatically grouped into topics such as “Friendly Staff” or “Slow Check in” and labeled as either positive or negative. This allows hotel teams to quickly see how often each topic appears, making it easier to spot recurring strengths and areas that need fixing.

By clicking on any topic, teams can instantly see the guest reviews that led to that theme. It’s a faster way to understand what’s being said and why a topic is appearing often, without having to search manually across platforms.

Beneath the topic overview, AI Insights also generates tailored, AI-powered action suggestions. These recommendations are based on the hotel’s actual feedback and point directly to the next steps that will have the biggest impact. For example, if slow check-in is frequently mentioned, the feature will not just show the trend but also suggest how to act on it.

What makes AI Insights different

AI Insights is trained on hospitality-specific reviews and survey responses, giving it a deep understanding of how guests express themselves. With highly reliable accuracy, it recognizes hospitality-specific language and context, so the insights it delivers are not only precise but also directly relevant to hotel operations. This makes it easier for teams to see what matters most in their feedback and act on it with confidence.

“We built AI Insights to support real hotel workflows. Whether preparing for a morning stand-up or reviewing quarterly performance, the goal is to help teams instantly find hidden growth potential in their guest feedback,” said Björn Östberg, CPO and COO at Customer Alliance.

AI Insights is part of the AI Hub inside Customer Alliance. The AI Hub is designed to be the central location for the company’s growing suite of AI-powered tools, transforming how hospitality businesses use guest feedback. Alongside features such as Key Driver Analysis, it helps hotels shift from reactive responses to strategic planning based on actual impact data.

See it in action

Customer Alliance will host a live webinar on August 22 to introduce AI Insights and demonstrate how it helps hotel teams get more value from guest feedback. The session will include a walkthrough and practical examples.

If you’re curious to see how this feature could support your hotel team in making faster, more tactical decisions, you canregister here to save your spot. The webinar will be held in English.

About Customer Alliance

Customer Alliance empowers hospitality businesses to turn guest feedback into strategic insight. Through AI-powered analysis and data-driven tools, hotels can identify what truly impacts satisfaction, track performance over time, and prioritize actions that drive loyalty and growth. From collection to execution, the platform enables smarter, faster decisions that elevate the guest experience and strengthen brand reputation