How GHT Hotels Automated 89% of Customer Queries and Generated €733K in Revenue with AI

GHT Hotels is a leading hotel group with properties along the Costa Brava and Costa del Maresme, offering guests a mix of comfort, entertainment, and prime seaside locations. As the group expanded, it faced significant challenges in managing customer service, staying on top of digital communication, and boosting direct bookings.

To address these issues, GHT Hotels partnered with HiJiffy in 2021 to implement AI solutions. By integrating HiJiffy’s AI Booking Assistant within the Guest Communications Hub, they simplified customer service, streamlined team operations, and improved direct booking performance, all while seamlessly integrating the new tools into their existing technology setup.

By 2024, the results were impressive. This case study delves into the key challenges, solutions implemented, and the impact achieved.

The Client: GHT Hotels

With decades of experience, GHT Hotels has established itself as a prominent group on the Costa Brava and Costa del Maresme-Barcelona. They focus on providing holiday experiences for families and travelers seeking comfort and entertainment by the coast.

The group operates 12 establishments, including hotels and aparthotels, catering to diverse tastes and holiday types. Families enjoy daily summer activities, evening shows, and themed events like Halloween and Catalan gastronomy nights. Options include child-friendly facilities and exclusive adults-only relaxation areas.

Many hotels feature spas, gyms, and pet-friendly options, with cycling-friendly facilities for sports enthusiasts. Most properties are just a short 10-minute walk to the beach, some offering stunning sea views—a perfect blend of fun, relaxation, and prime location.

GHT Hotels is committed to blending tradition with innovation, ensuring every guest enjoys a memorable stay along the beautiful Catalan coast.

The Challenges

Growth brought challenges in digital communication and customer service. The previous platform was limited, hindering efficient guest assistance and data collection. They needed a system that allowed reservations and digital marketing teams to work with tailored access permissions while integrating smoothly with GNA Hotel Solutions, their booking engine, to streamline daily operations.

Here’s a breakdown of the key issues and their impact.

1. Inefficient Customer Service via Chat

The old platform allowed queries to be managed from only one account during working hours, slowing response times. Agents could handle only one conversation at a time, with no ability to manage multiple requests simultaneously.

Consequences:

• Long wait times frustrating website visitors
• Unanswered requests leaving agents stuck
• Visitors leaving without help, leading to lost booking opportunities
• Overloaded agents lacking tools for efficient support

2. Lack of Automation

The group had no chatbot or automated system to assist travelers after hours or when agents were busy. Customer service was limited to Monday through Friday, eight hours a day—insufficient for the hospitality industry’s round-the-clock demands.

Consequences:

• Limited support outside business hours
• Loss of potential customers browsing evenings or weekends
• Higher website abandonment rates impacting conversions
• Lack of immediacy in support affecting traveler decisions

3. Lack of Data and Metrics

The previous platform didn’t track detailed customer interactions, making it hard to measure service performance or improve user experience. There was no data on common questions, popular pages, or peak activity times, leaving the company without essential insights.

Consequences:

• No data on user behavior or interests
• No metrics to evaluate service quality
• Difficulty tailoring interactions without past conversation records
• Challenges in optimizing responses

The Solutions

GHT Hotels improved digital communication and guest experience by implementing HiJiffy’s platform. Using the AI Booking Assistant and the Console, they automated customer service, organized team access, collected key data, and boosted operational efficiency.

Here’s how these solutions addressed their challenges.

1. Automation and 24/7 Support

GHT Hotels introduced the AI Booking Assistant to handle customer queries automatically, 24/7, speeding up the booking process. Integrated with GNA Hotel Solutions booking engine, it centralizes booking management and boosts direct sales.

Key Implementations:

• Automated quick responses to common questions on availability, pricing, and services
• 24/7 continuous support independent of team schedules
• Automated routing of queries to human agents when needed
• Optimized booking management for a smooth customer process
• HiJiffy’s Smart Property Identification System suggesting the most suitable hotel based on customer search

2. Access, Permissions, and Team Management

HiJiffy’s Console enabled GHT Hotels to set clear access and permissions, ensuring each team saw only relevant information.

Key Implementations:

• Digital marketing team using tools to improve content and track performance
• Reservations and call center team focusing solely on customer communication
• Custom role and permission assignment for operational security and efficiency

3. Optimization of Customer Service

Key Implementations:

• Handling multiple requests simultaneously to reduce waiting times
• Availability across various channels like website and social media
• Optimized interface for agents to manage queries simply

4. Data Analysis and Detailed Metrics

Key Implementations:

• Dynamic dashboards with real-time metrics on team interactions and performance
• Customer demographics and satisfaction measurement (CSAT Score)
• Identification of most common FAQs and areas for improvement
• Revenue and conversion reports evaluating impact on direct bookings

The Results

With the AI-powered Booking Assistant and HiJiffy’s Management Console, GHT Hotels tackled challenges in digital communication, customer service, and booking management. Automation, role-based permissions, and improved data collection boosted operational efficiency, enhanced customer service, and increased direct bookings.

Here’s a breakdown of the results.

1. Faster and More Efficient Customer Service

Challenge: Manual query handling, long wait times, and users leaving without responses.

Solution: AI automation with simultaneous conversation management.

Results:

• 21,526 conversations managed through the platform
• 89% of conversations automatically handled and resolved by HiJiffy’s AI, reducing team workload
• Increased customer satisfaction with a CSAT Score of 84%

Automation provides quick responses anytime, improving customer experience and keeping support teams efficient.

2. Growth of Direct Bookings and Impact on Conversion

Challenge: Need for tools to complement strong direct booking channels and improve conversion.

Solution: Implementation of the AI Booking Assistant integrated with GNA Hotel Solutions BE, enabling conversion within the chatbot.

Results (1 January to 31 December 2024):

• 1,427 bookings made directly through the chatbot
• €733,000 generated via the AI Booking Assistant
• 16% of direct website bookings from the chatbot
• Revenue growth: 2022 – 406 bookings (€204,000) vs 2024 – 1,427 bookings (€733,000)
• 259% growth in revenue through the chatbot

Automation and integration boosted direct bookings, reduced third-party reliance, and improved profitability.

3. Strategic Data for Continuous Optimization

Challenge: Lack of metrics to evaluate service and optimize customer communication.

Solution: Implementation of HiJiffy’s advanced reports on satisfaction, conversion, and user behavior.

Results:

• Detailed metrics on interactions, demographics, and FAQs
• Identification of recurring questions and areas for improvement
• Measurement of chatbot impact on direct booking conversions

This data allows GHT Hotels to adjust customer service and sales strategies, continuously improving guest experiences and driving more direct bookings.

Testimonials

Since we started working with HiJiffy, the progress in our customer service has been consistent and remarkable. The platform has evolved with new features that have optimized our daily operations, allowing us to automate responses and centralize queries from different channels. This has saved us time and enabled us to focus on more personalized service, while the progressive learning of the chatbot has made conversations increasingly seamless, improving the user experience and reducing booking losses. Furthermore, the ability to launch promotional campaigns through the system has enriched our communication strategy.

Another highlight has been the support from the HiJiffy team, who, from the initial integration, have shown a strong commitment to our needs, offering tailored solutions and ongoing assistance. We haven’t felt like just another ticket number but rather part of a continuous improvement process with tangible results, backed by detailed data that has allowed us to analyze performance and identify growth opportunities. HiJiffy is not a static tool but a living system, constantly evolving to help us keep improving our customer service.

Laura López, Digital Guest Experience Management at GHT Hotels

HiJiffy is a complementary tool that optimizes the performance of our Call Centre, allowing us to automate and centralize the management of our guests’ frequent queries on a single platform. Thanks to this solution, we can provide detailed information and facilitate the booking process in a swift and automated way, improving both customer experience and operational efficiency.

Furthermore, the platform provides access to detailed reports and global analyses, offering key insights into the system’s status, such as the volume of received queries, distribution between chatbot and agents, issue resolution rates, and customer satisfaction levels.

In short, HiJiffy represents an added value to our company, strengthening our commitment to excellence in customer service.

Minerva Olivella, Call Center at GHT Hotels

At HiJiffy, we take pride in collaborating with clients like GHT Hotels, where innovation and excellence in customer service are top priorities. Laura and her team have exemplarily adapted our solution for a hotel group, making the most of automation and centralized query management.

Thanks to their strategic approach, they have optimized booking management and enhanced the guest experience across all their hotels. Their commitment to continuous improvement demonstrates how well-implemented technology can transform daily operations and strengthen customer relationships.

Joana Rodrigues, Senior Customer Success Team Lead at HiJiffy

About HiJiffy

HiJiffy was founded in 2016 with the mission of developing the most advanced conversational AI for hospitality. Aiming for the perfect connection between hotels and guests, HiJiffy created a powerful Guest Communications Hub.

Powered by proprietary AI across the full guest journey, HiJiffy helps hoteliers increase revenue from direct bookings and upselling while automating repetitive tasks to reduce operating costs and mitigate staff shortages.

In 2025, over 2,100 hotels in more than 60 countries reimagine guest communications with HiJiffy's omnichannel solution, featuring cutting-edge tech like self-learning AI, sentiment analysis, voice assistance, and generative AI.