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@article{189881,
        author = {Smitha Nadiga},
        title = {Use of AI in the Hotel Industry concerning to Customer Relationship Management},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {855-863},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=189881},
        abstract = {Using AI in the hotel industry has changed how hotels manage customer relationships. It now allows for more personalized experiences, smoother communication, and smarter decisions based on data. This study looks at how AI-powered tools like chatbots, sentiment analysis, predictive analytics, and automatic feedback systems are helping hotels improve guest engagement, satisfaction, and loyalty. Focusing on a few hotels in busy city areas, it explores how these technologies support excellent service. We used a mixed-method approach by sending out surveys to 200 hotel guests and interviewing 15 CRM managers. The survey data was analysed with SPSS for numbers and patterns, while the interview responses were looked at for common themes. The findings show that when hotels use AI in their CRM, guests tend to be happier, especially because of quicker responses, personalized services, and solving problems before guests even notice them. That said, the study also points out some issues, like worries about data privacy and becoming too dependent on automation. The conclusion suggests that a mix of AI tools and human touch works best to create top-notch customer experiences in hotels.},
        keywords = {Artificial Intelligence, CRM, Hotel Industry, Customer Satisfaction, Hospitality Technology},
        month = {January},
        }