Case Study: How GHT Hotels automated 89% of enquiries and generated €733,000 in direct revenue with an AI chatbot
GHT Hotels runs 12 hotels and aparthotels along the Costa Brava and Costa del Maresme, serving families, adults-only getaways, cyclists, and beach lovers. As the group grew, the pressure on customer service and direct bookings grew with it.
In 2021, the team adopted HiJiffy's AI Booking Assistant, integrated with their GNA Hotel Solutions booking engine. By 2024, they had transformed response times, freed up staff, and increased conversion through their own channels.
The client: GHT Hotels
Decades on the Catalan coast have shaped GHT Hotels into a guest-first group focused on comfort, entertainment, and location. The portfolio mixes family-friendly properties, adults-only zones, spas and gyms, pet-friendly stays, and cycling-ready facilities.
Most properties sit within a 10-minute walk of the beach, many with sea views. The group blends tradition with innovation to keep experiences consistent and memorable.
The challenge
Growth exposed three weak points: slow chat support, no automation, and little data. Their previous tool limited agents to a single account during office hours and one conversation at a time. No chatbot meant guests got no help after hours. And without analytics, improving service or conversion was guesswork.
- Long wait times, unanswered enquiries, and missed booking opportunities.
- No out-of-hours support, leading to higher abandonment and lost weekend/evening demand.
- No metrics on FAQs, peak times, or performance to guide improvements.
The solution stack
GHT Hotels implemented HiJiffy's AI Booking Assistant and Management Console to automate answers, streamline team workflows, and surface useful data for decisions.
- 24/7 automation: Instant answers to availability, pricing, and services; automatic handoff to agents when needed; and integrated conversion via the GNA Hotel Solutions engine.
- Smart Property Identification: The assistant suggests the best-fit hotel by destination or city to reduce friction and lift conversion.
- Access and permissions: Clear roles in the Console. Marketing focuses on content and performance. Reservations and call centre teams handle conversations without distractions.
- Faster agent workflows: Handle multiple chats at once across website and social channels with a cleaner interface.
- Data and reporting: Real-time dashboards, CSAT, demographic insights, FAQ analysis, and revenue/conversion reporting.
Results
The combination of automation, integrated booking, and better team structure produced measurable gains across service and sales.
1) Faster, more efficient customer service
- 21,526 conversations handled.
- 89% automatically resolved by the AI assistant.
- CSAT: 84%, driven by instant answers and reduced waits.
Guests get quick responses at any hour. Agents focus on higher-value cases instead of repetitive questions.
2) Growth in direct bookings and conversion
- 1,427 bookings completed in-chat (1 Jan-31 Dec 2024).
- €733,000 in revenue generated by the assistant (2024).
- 16% of all direct website bookings came via the chatbot in 2024.
- Revenue via the chatbot grew from 406 bookings (€204,000) in 2022 to 1,427 bookings (€733,000) in 2024 - a 259% increase.
With integrated conversion and smoother user flows, the group strengthened its direct channel and reduced reliance on third parties.
3) Strategic data for continuous optimisation
- Clear view of guest questions, peak activity, and where automation needs improvement.
- CSAT tracking tied to conversation types and channels.
- Attribution on revenue and booking share to guide budget and staffing.
What this means for hotel and events teams
- Automation pays off: If most enquiries repeat, let AI handle them and route exceptions to people.
- Integrate your booking engine: Let guests check availability and book within the chat flow.
- Segment access: Give marketing, reservations, and call centres only what they need. Less noise, faster work.
- Measure and iterate: Track CSAT, conversion, drop-offs, and FAQs. Update flows monthly.
Playbook: How to replicate this in your group
- List your top 30 FAQs and the ideal responses. Start with pre-stay, booking, amendments, and policies.
- Connect your booking engine (e.g., GNA Hotel Solutions) so guests can complete bookings without leaving the chat.
- Define routing rules: which cases go to agents, which teams see which data, and when escalation triggers.
- Set metrics that matter: CSAT, automation rate, conversion, and time-to-first-response.
- Run a 60-day pilot on your highest-traffic property, review weekly, then roll out group-wide.
If you want a fast way to upskill your team on AI workflows and guest comms, explore role-based options here: AI courses by job.
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 optimised our daily operations, allowing us to automate responses and centralise queries from different channels. This has saved us time and enabled us to focus on more personalised 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 analyse 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 optimises the performance of our Call Centre, allowing us to automate and centralise 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 centralised query management. Thanks to their strategic approach, they have optimised 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 to build advanced conversational AI for hospitality. Its Guest Communications Hub supports the full guest lifecycle, helping hotels grow direct bookings and upselling while cutting repetitive work and easing staffing pressure.
By 2025, more than 2,100 hotels in over 60 countries use its omnichannel solution, which includes self-learning AI, sentiment analysis, voice assistance, and generative AI capabilities.
Source: HiJiffy, S.A
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