In the era of digital tourism, hotels in cities like Bogotá, Medellín, or Barranquilla face a constant challenge: relying too heavily on external platforms (OTAs) to get bookings. This dependency reduces profit margins and limits direct relationships with guests.
This is where artificial intelligence (AI) comes into play — a tool that, when strategically applied within digital marketing for hotels, allows you to optimize the customer experience, increase conversions, and boost direct bookings through the hotel’s own channels.
With more than 15 years of experience driving digital strategies in Colombia, Digisap has supported multiple hotel chains and boutique hotels in implementing technological and digital marketing solutions that deliver measurable results.
1. The current challenge for hotels: dependence on intermediaries
The hotel sector in Colombia — especially in tourist destinations such as Cartagena, Medellín, and Santa Marta — still depends heavily on OTAs (Booking, Expedia, Airbnb).
The problem is that, while these platforms offer visibility, they also take commissions that can exceed 20% and distance hotels from a direct relationship with their guests.
In addition, competition on these portals is fierce, forcing hotels to lower prices and sacrifice profitability.
Instead, adopting a digital marketing strategy for hotels centered on artificial intelligence allows properties to attract qualified traffic directly to their websites and improve conversion rates without intermediaries.
2. How artificial intelligence drives direct bookings
AI applied to hotel marketing is not a futuristic promise — it’s a reality transforming how hotels attract, convert, and retain guests.
Some key ways AI can help include:
Smart audience segmentation
AI algorithms analyze behavior and search data to identify patterns among potential guests.
For example, a visitor from Bogotá searching for “hotel near El Dorado Airport” can receive personalized ads from your hotel with relevant promotions.
Chatbots and 24/7 virtual assistants
AI-powered chatbots can answer questions, quote rooms, and even complete bookings in real time — even while your staff rests.
Digisap has integrated AI-driven chatbots and hotel CRMs that increase conversion rates by up to 35% by reducing friction in the customer journey.
Automated advertising campaigns
Online advertising platforms (Google Ads, Meta Ads) use AI to optimize ad spending.
With advanced configurations, it’s possible to display ads only to those most likely to book, reducing cost per acquisition by up to 30%.
Predictive analytics
AI allows hotels to forecast demand and adjust prices dynamically based on seasonality, local events, or historical behavior.
This helps maximize occupancy without resorting to massive discounts.
3. Application examples in Colombia
Binn Hotel – Medellín
Binn Hotel, one of Medellín’s luxury hospitality benchmarks, implemented a local SEO, smart advertising, and AI-driven automation strategy with Digisap.
Result: more than 40% growth in direct bookings and a significant reduction in dependence on digital intermediaries.
Zarzo Hotel – Medellín
Zarzo, a boutique hotel known for its design and personalized experience, adopted a predictive remarketing system and multilingual AI chatbot connected to its CRM with Digisap.
In just six months, the hotel achieved a 52% increase in direct bookings from its website, along with a remarkable improvement in returning guest retention.
23 Hotel – Medellín
23 Hotel, located in the heart of El Poblado, leveraged predictive analytics and dynamic rate automation to stay competitive in the local market.
Thanks to Digisap’s solutions, the hotel increased its annual average occupancy by 18% and reduced acquisition costs per booking by 25%.
4. Common objections and how to overcome them
“AI is expensive.”
False. Current solutions are scalable — from affordable chatbots to complete revenue management systems.
Digisap adapts technology to each hotel’s capacity and goals without unnecessary investments.
“My customers don’t book online.”
The pandemic changed that. More than 80% of Colombian travelers start their search online before booking.
The challenge isn’t customer willingness — it’s offering a simple, fast, and reliable digital experience.
“I don’t have a technical team.”
That’s exactly where Digisap comes in. We provide end-to-end support — from SEO-optimized web design to automation and analytics — so your hotel can focus on operations.
5. Practical steps to increase direct bookings with AI
- Audit your digital presence: review your website, SEO, and loading speed. If you’re not converting visitors into bookings, there’s a technical gap.
- Implement an intelligent chatbot: handle FAQs and capture leads in real time.
- Integrate your CRM with automation tools: segment campaigns and measure ROI.
- Optimize your advertising investment: use algorithms that automatically adjust bids and audiences.
- Request a free digital diagnosis with Digisap to identify personalized improvement opportunities for your hotel.
FAQ: Frequently asked questions about digital marketing and artificial intelligence in hotels
1. Why is digital marketing important for hotels?
Because it helps attract direct bookings, reduce dependence on intermediaries, and improve profitability through SEO, advertising, and automation strategies.
2. How does artificial intelligence help increase bookings?
It analyzes user behavior, predicts demand, optimizes pricing, and personalizes experiences to boost conversion.
3. How viable is it for small or medium-sized hotels?
Totally viable. There are modular solutions that Digisap tailors to each hotel’s size and budget.
4. Does AI replace human staff?
No. It complements their work, freeing up time for higher-value tasks such as personalized guest service.
5. How long does it take to see results?
It depends on the starting point, but most hotels begin to see improvements in direct bookings and web traffic within 3 to 6 months after implementing a full strategy.
The future of digital marketing for hotels in Colombia is already here — and its engine is artificial intelligence.
Adopting these tools not only improves efficiency but also gives hotels back control over their guest relationships.
With more than 15 years of experience integrating strategy, marketing, and technology, Digisap is the ideal partner to transform your hotel’s digital channels and increase direct bookings in cities like Bogotá, Cali, Medellín, and Barranquilla.
Request your free diagnosis with Digisap and discover how artificial intelligence can take your hotel strategy to the next level.
