AI in Hospitality: What We Learned from 1B+ Messages

Key takeaways

The Power of Event-Based Tracking

In the older version of Google Analytics (Universal Analytics), data was mostly about hits and sessions. GA4 changes the game by treating every interaction—a click, a page scroll, or a room selection—as a distinct "Event."

Granular Insights: Instead of just knowing a guest visited your site, you can see exactly where they dropped off in the booking engine. Did they look at the "King Suite" but stop before entering credit card info?

Cross-Device Continuity: Because GA4 focuses on the user's actions rather than just browser cookies, it is much better at recognizing that a person who browsed on their phone at lunch is the same person who completed the booking on their laptop in the evening.