THE CHALLENGE
How do you create a one-of-a-kind guest experience that sets you apart from your competitors?
THE SOLUTION
With CEMax CEM, the hotel chain built a personalized concierge that takes care of the entire guest life cycle: from choosing a hotel and ordering room extras, to booking restaurants and activities, handling service requests during the stay, automatic compensation when needed, and follow-up after check-out.
The goal. With a personalized, proactive approach, the hotel chain makes sure guests book their next stay with them.
THE GUEST LIFE CYCLE
01
Looking for a stay
02
Before arrival
03
During the stay
04
Check-out
05
Next booking
THE NEW EXPERIENCE PARADIGM
Every guest gets a personal agent.
Each guest has their own AI agent, available 24/7 in any language and through any communication method.
REACH THE AGENT BY
TEXT VOICE CALL WEBSITE WIDGET WHATSAPP SOCIAL MEDIA APPS
STAGE 01
Before booking
Answers questions about hotels that fit the guest’s needs, whether it’s a business trip, a family vacation or a couple’s weekend. The agent helps make the reservation and captures any special requirements.
STAGE 02
After the reservation
Makes changes and makes sure the room is ready: extra pillows, a toddler bed, or suggestions based on the guest’s personal profile.
STAGE 03
During the stay
Handles any need, from check-in and extra towels to TV batteries, including a WhatsApp voice note asking for French fries at the pool.
STAGE 04
Check-out and after
Assists with check-out and follows up with a personalized, AI-based survey. Feedback goes to the relevant teams across the network.
STAGE 05
Always proactive
Sends personalized messages for birthdays, status upgrades and tailored promotions, so the next booking is made with the same hotel chain.
RESTAURANTS ON DEMAND
Guests can ask for restaurant recommendations and reservations at any time. The agent immediately sees the restaurants that match the guest profile and responds to the context, whether it is a family dinner or a business dinner.
DURING THE STAY
Every request has a deadline, and every delay is made right.
Each guest request becomes a dedicated, SLA-based request. If the deadline is missed, the guest is compensated automatically.
01 →
Guest asks
Any channel, any language, at any time.
02 →
SLA request issued
Every request gets its own deadline.
03 →
Routed to the right team
CEMax hospitality sends it to the team in charge.
04
Deadline checked
Met, or missed and made right.
DEADLINE MET
The request is delivered on time.
Depending on the outcome of the conversation, CEMax hospitality asks the guest for feedback or escalates the issue to a higher team if needed.
DEADLINE MISSED
The guest receives automatic compensation.
Set by the hotel chain’s policy and budget.
EXAMPLE NOTE
“You should have received your towels faster. Here is a coupon for a free breakfast.”
CEMax hospitality
CEMax hospitality.
The guest service module of the CEM suite. It learns every service each hotel provides, and the team in charge of each one.
/01
Knows the services
Room service, housekeeping and maintenance, each with its own team.
/02
Knows the timing
Services run differently through the day. An air-conditioning call can reach a different team at 10am and at 10pm.
/03
Closes the loop
Each request is routed with a predetermined SLA through the CEMax app, where each provider sees it in their own language.
UNDER THE HOOD
All CEMax CEM suite modules, working as one.
The suite runs the customer experience concierge while empowering live agents and executives to serve guests better and make informed decisions.
/010
AI agent
Available to guests 24/7 across the whole journey: while looking for a stay, before arrival, during the stay, at check-out and after.
/020
Live agents
Empowered by an AI personal assistant. When a guest asks for restaurants, the agent sees every option that matches the guest profile.
/030
Queue management
Guests schedule dinner reservations, events and classes, which lowers waiting time and improves satisfaction.
/040
BI analytics
Push reports go to every hotel manager, guest relations and executives, with detailed insight for decisions.
/050
Compensation
Automated compensation for SLA breaches and bad experiences, following the hotel chain’s policy and budget.
/060
Proactive
Personalized campaigns and promotions, sent at the right moment to maximize their effect.
One holistic solution
All CEMax CEM suite modules were used together to build one holistic solution. The compensation module also sends coupons in marketing campaigns and tracks how well they perform.
CONCIERGE EXTRAS
From dinner plans to a babysitter, one text away.
Dinners, events and classes
Guests book dinners, events and classes through the concierge. Queue management lowers waiting time.
Need a babysitter?
Text your personal concierge with the time you need. Behind the scenes, the concierge connects to a pre-vetted babysitter list and makes it happen.
Feedback that reaches the right team
After check-out, a personalized, AI-based survey asks about the stay. The feedback goes to the relevant parties within the network.
EVERYONE CONNECTED
Responses from across the hotel chain reach the guest conversation.
Customer service platforms usually sit in the call center and back office. With CEMax, a response from anywhere in the chain becomes part of the guest’s conversation.
01
Guest request
02
Email with a link
CEMax emails the hotel chef, public security or any other function in the chain.
03
Employee responds
The employee answers through the link in the email.
04
Interaction resolved
The AI agent continues and resolves the guest’s interaction.
WHO CAN RESPOND HOTEL CHEF PUBLIC SECURITY ANY FUNCTION IN THE CHAIN
RESULTS
Service is the hotel chain’s top priority.
Guests can reach out 24/7, in any language, on any device, and receive the best possible service.
94%
Requests resolved within the SLA
Target 90%
Above target
78%
Requests handled end to end by the AI agent
Target 60%
Above target
38%
Guests who book their next stay with the chain
Target 30%
Above target
68
Guest satisfaction NPS
Target 60
Above target
-35%
Reduction in median time from request creation to resolution
Target 25%
Above target
+18%
Upsell revenue from restaurants, spa and extra services
Target 10%
Above target
2025 Best IT Project Award
Recognized in 2025 for the CEMax-powered guest concierge.
OUTCOME
A one-stop shop for every guest need.
The CEMax platform provides a one-stop shop for all of the guest’s needs, throughout their journey.
THE GUEST JOURNEY
Before booking
After the reservation
During the stay
Check-out and after
Always proactive
Build a concierge that keeps guests coming back.
