AI-DRIVEN PERSONALIZATION AND BUSINESS PERFORMANCE OF HOTELS IN PORT HARCOURT

Abstract

This paper empirically investigated the relationship between AI-Driven Personalization and Business Performance of Hotels in Port Harcourt. Specifically, the objectives of the study were to determine how experience customization guest and smart room technology relates with customer retention of hotels in Port Harcourt. The research design adopted for this paper was the descriptive research design and the chosen population for this study comprised of all the seventy-three (73) registered hotels operating in Port Harcourt. This study adopted the census approach in which 3 managers were selected from each of the hotel, this brought about a total of two hundred and nineteen (219) managers. However, only 184 managers properly filled and returned their questionnaire for the study that was designed in the Likert 5-point scale of strongly disagree to strongly disagree. Pearson Product Moment Correlation (PPMC) was used to test all two null hypotheses developed for this study. From results of the analysis it was revealed that guest experience customization and smart room technologies have positively and significant relationships with customer retention of hotels in Port Harcourt. Based on these findings, it was concluded that AI-driven personalization significantly enhances the business performance of hotels in Port Harcourt, particularly through improvements in customer retention. Therefore, the study recommended amongst others that hotels should prioritize the adoption of smart room technologies such as voice-controlled systems, automated lighting, and personalized entertainment options to enhance guest comfort and encourage repeat visits.