More about effective advertising and AI optimizations is revealed by IMPROVE in Hall 2, Stand S7.7 of the Digital Box area of Holiday&SPA Expo
Imagine the following situation: It’s 10:30 PM. A potential guest is browsing your website from the couch at home. He likes the photos, he likes the location, but there is one specific question that stops him from pressing the “Book” button. Maybe he is interested in whether the pool has a hot connection in November, or whether you have vegan breakfast options that are not described in the menu. In the following lines, the team of the digital agency IMPROVE gives its advice. IMPROVE is included in the Digital Box zone of the tourism exhibition Holiday&SPA Expo 2026, in Hall 2, Stand C7.7
The client writes in the chat on the website or in Messenger. But the reception is busy checking in late guests, and the marketing department has long been at home. Minutes pass. No answer.
What does the customer do? In the best case, he enters Booking.com, finds your hotel there (where the information is standardized) and makes a reservation, and you lose between 15% and 20% of the commission. In the worst case, he goes to a competitor who answered him immediately.
Here is the moment of truth. Investing in effective advertising on Facebook is a proven method that works perfectly and undoubtedly brought this visitor to your site. But with time and the development of technology, attracting traffic alone is no longer enough. Even the best advertising campaign loses its meaning if, after the click, there is no one to “take over” the customer and meet his needs immediately.
In modern tourism, the speed of response is not just an advantage, it is a currency.
The new solution from IMPROVE: AI that knows your hotel better than anyone else
For the upcoming edition of Holiday&SPA Expo 2026, the team of digital agency IMPROVE presents its latest service, developed specifically for the needs of hoteliers in 2025 – integration of Artificial Intelligence (AI) for direct sales and customer service.
“We are not just talking about a “chatbot” with preset buttons. We are talking about an intelligent assistant that understands context, nuances and has a free conversation with your guests 24/7,” the team explains.
No matter whether your hotel website is based on WordPress or is a custom solution, our technology integrates seamlessly without having to redesign your entire platform.
Why is the information on the site not enough?
Hotel owners know that not everything can (and not everything should) be written on the homepage. The site needs to be clean and selling. But guests are people with specific needs. One of the biggest advantages of our AI solution is its ability to answer questions whose answers are not obvious on the site.
The customer asks: “Do you have a cot that will fit in a deluxe double room, or should I get an apartment?” The site: Remains silent or gives a general description of the rooms.
The AI Assistant: “Hello! Yes, there is enough space for a cot in a deluxe double room and we can provide it for free. You don’t need to book an apartment just for that.”
This type of personalized approach builds trust and closes the deal right away.
How does the process work? Step by step
Many hoteliers worry that implementing AI is a complicated technical process. With digital agency IMPROVE, this happens in three clear steps that do not require any technical knowledge on your part:
- Training the Intelligence (The Knowledge Base) In this stage, we “feed” the artificial intelligence with all the information about your property. It’s not just prices and photos. We train it with your internal rules, pet policy, specifics of SPA procedures, restaurant menus and even frequently asked questions that the reception receives over the phone. AI “learns” all this and becomes your most competent employee.
- Setting up sales scenarios This is where the magic happens. We set up the assistant not just to inform, but to sell. When a guest asks for a price, AI doesn’t just return a number. It presents the value, offers additional services (upsell) and encourages them to take action.
- Integration with the reservation system The ultimate goal is the reservation. Our AI assistant can be connected to your Booking Engine system. Thus, after specifying all the details with the client in the chat, it can directly generate a payment link for them or check availability in real time, eliminating the risk of duplicate reservations.
The result: More direct reservations, less costs
The main goal of this new service is to reduce your dependence on external platforms and relieve your staff. When AI takes over routine questions and late-night inquiries, you gain three things:
- You save on commissions to intermediaries.
- You provide instant customer care, which increases your reputation.
- Your front desk team is more relaxed and can pay attention to guests who are physically with you.
Come to the IMPROVE DIGITAL AGENCY booth during Holiday&SPA Expo 2026 at Inter Expo Center and discuss with the team.
Българското туристическо изложение Ваканция&СПА Експо 2026 ще се проведе от 12 до 14 февруари
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