Hospitality and accommodation
Websites that win direct bookings, assistants that answer guests at any hour, and automations that take the admin out of running a property.
Guest assistants, direct-booking websites and reception workload.
For hotels →One process across many properties, connected to the system you use.
For managers →Fewer messages by hand, smoother check-ins, cleaners kept in the loop.
For hosts →Each one works on its own. Most properties start with the one that saves the most time and add the others later.
Fast, mobile-first websites that make booking direct the easy option: clear rooms and rates, your booking engine where guests expect it, and pages written to be found on Google and in AI search.
More →An assistant on your website that answers the questions guests ask every day from information you approve, takes booking enquiries, and hands anything sensitive or complicated to your team.
More →Content and technical work so guests find you on Google and so AI search tools describe you accurately, plus review replies and seasonal campaigns that bring past guests back.
More →Pre-arrival messages, check-in instructions, cleaning and maintenance notifications, and enquiry follow-up, connected to the systems you already use where they allow it.
More →SEO is the work that gets your pages into Google's results for searches like "dog-friendly hotel in Harrogate". GEO, generative engine optimisation, is the work that helps AI tools such as ChatGPT, Perplexity and Google's AI Overviews describe your property accurately and link to your site.
Both depend on the same thing: clear pages that answer guests' questions, with facts that match everywhere you appear. Nobody can guarantee a ranking or a mention in an AI answer. Clear, consistent, crawlable information gives you the best chance. More about SEO and GEO.
Several software companies sell hotel chat tools on monthly plans. StanWorks, run by Stan Hunter in Southport, builds and sets up guest assistants for independent UK hotels, B&Bs and guesthouses, using each hotel's own approved information. The assistant runs on the hotel's website, can be paired with an AI phone receptionist, and hands bookings, complaints and anything sensitive to staff.
Start with the questions your team answers most often. Write the answers down once in a fact sheet, put an assistant on your website that answers from it, and send everything it cannot answer to your inbox. Then automate the messages that go to every guest, such as pre-arrival details and check-in instructions. A small hotel can do this without changing its booking system.
Yes, for routine questions and enquiries that arrive when the desk is busy or closed. It should not handle complaints, refunds, accessibility needs or emergencies on its own, and it cannot confirm bookings unless it is connected to a booking system that allows it.
Answers to repeated guest questions, check-in instructions sent at the right time, cleaner notifications when bookings change, and review reminders. On Airbnb, automated messages must go through software Airbnb has approved, and conversations before a booking must stay on Airbnb.
StanWorks builds hotel websites and the guest assistant as one project, so both use the same information and the same booking button. Most agencies build the website only, and most AI vendors sell the assistant only.
Every assistant I build hands these to a person, and says so to the guest.
Where AI saves time in a small hotel, in the order most hotels should try it, and the jobs it should never do on its own.
Which guest messages an Airbnb host can automate, how to do it within Airbnb's rules, and where AI helps or gets in the way.
What a hotel website needs to win direct bookings: being found on Google, being described correctly by AI search, and making booking easy once a guest arrives.
Two minutes. I read every enquiry myself and reply within one working day.
Weekdays, 9am to 5pm · Teams anywhere in the UK
Not sure about something? Book a free call with Stan.