Title: Artificial intelligence in hotel marketing: enhancing customer experience and brand loyalty

Authors: Kumar Jayaraman; K. Srinivasan; J. Salomi Backia Jothi; M. Vijayakumar

Addresses: Faculty of Science and Humanities, Department of Commerce, SRM Institute of Science and Technology, Ramapuram Campus, Chennai, 600089, Tamil Nadu, India ' Department of Commerce, SRM Institute of Science and Technology, Ramapuram Campus, Chennai, 600089, Tamil Nadu, India ' Faculty of Science and Humanities, Department of Commerce, SRM Institute of, Science and Technology, Ramapuram, Chennai, 600089, Tamil Nadu, India ' Department of Management Studies, K.S. Rangasamy College of Technology, Tiruchengode, 637215, Tamil Nadu, India

Abstract: Artificial intelligence (AI) in hotel marketing is revolutionising the way hotels engage with customers, improving the customer experience (CE) and building brand loyalty (BL). CE, BL, and trust are all research priorities, so this research investigates the effects of AI-based marketing on significant customer-related outcomes. A survey was conducted among 512 hotel visitors in five-star and luxury hotels in Indian destinations such as Mumbai, New Delhi, Goa, Jaipur, and Udaipur. The data collection tools included offline questionnaires and online engagement via QR codes to facilitate access. Although AI-based marketing significantly improves CE and trust, the results show that it has a negative direct relationship on BL. Although customer trust mediates between AI-based marketing and CE, CE plays a particularly important role in building effective BL. These results support the crucial role that credibility-building procedures and tailored targeting strategies must play in AI-powered hotel marketing.

Keywords: artificial intelligence; hotel marketing; customer experience; brand loyalty; customer trust; AI-driven marketing; hospitality industry.

DOI: 10.1504/IJTP.2026.152738

International Journal of Tourism Policy, 2026 Vol.16 No.2, pp.117 - 132

Received: 03 Jun 2025
Accepted: 04 Oct 2025
Published online: 08 Apr 2026 *

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