HM Hotels

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Global

Smarter Reviews, Happier Guests: Unlocking the Power of AI

Global

Reviewpro Reputation

Guest Service / Guest Facing Solution

Global

Area of operation

Number of properties

3,703

Number of rooms

This Case Study Includes:

• An overview of HM Hotels' groundbreaking implementation of Shiji’s AI-powered Reviewpro Reputation system.

• How AI streamlined review management and boosted efficiency.

• Key improvements in response times and guest engagement.

• The strategic benefits and future potential of AI in hospitality.

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Solutions implemented

Infrasys POS

Reviewpro Reputation

Iceportal Content

Shiji Platform

Daylight PMS

Meridian Experiences

Horizon Distribution

Astral Payments

Twilight Data + AI

Introduction

In an industry where guest satisfaction and efficiency are critical to success, HM Hotels successfully integrated Shiji’s groundbreaking AI-powered functionality, Reviewpro Reputation to respond to guest reviews. This marked a significant milestone in AI-driven guest engagement, setting a new benchmark for the hospitality sector.
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HM Hotels & whala!hotels and are two distinct hotel brands under the umbrella of HM Hotels, a family-owned company established in 2002. The company operates a diverse portfolio of hotels across Mallorca, Mexico, and the Dominican Republic, focusing on delivering quality services and promoting sustainable development within local communities. Always seeking innovative solutions, HM Hotels led the way in adopting AI-driven automation to revolutionize review management.

Challenge

HM Hotels embraced the challenge of implementing Shiji’s AI-powered review response system to enhance guest experience and operational efficiency:
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Integrating AI to improve guest engagement and streamline response workflows, with a two-month beta phase conducted at two pilot properties.
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Expanding the solution across all 23 hotels after seeing impressive results in response time and quality.
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Demonstrating the real-world impact of AI automation in hospitality, setting a strong example of innovation and guest-centric service.

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Key Objectives

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• Enhance Review Response Efficiency: Reduce response times, especially for negative feedback.

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• Increase Engagement: Respond to a higher percentage of guest reviews to improve guest satisfaction.

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• Streamline Operations: Eliminate the inefficiencies of managing multiple review platforms by using a single, fully integrated system
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Transforming Guest Review Management

In February 2025, just one month into the trial, HM Hotels responded to over 82% of the 661 reviews received, with an average response time of 3 days. The response time for negative and neutral reviews was under 2.7 days, and HM Hotels achieved a 100% response rate on key platforms like Google, Booking.com, and Tripadvisor. Although similar results might be achieved with other AI-powered review management tools, Reviewpro Reputation offers several distinct advantages:

The ability to configure insights that address recurring complaints in a much more personalized way.
The option to review and rewrite AI-generated responses, which is not possible with other tools.
Integration with multiple platforms, eliminating the need to copy and paste from one place to another.
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These achievements have provided a significant competitive advantage while generating substantial time savings.

“Implementing Reviewpro's AI-powered review response tool has significantly enhanced our guest feedback management process. We can now provide personalized responses to recurring complaints and pain points, delivering great value to both current and potential guests — quickly and without errors. We have gained efficiency, accuracy, and improved the guest experience.”
Diana Villanueva Aubeso - Online Reputation Manager at HM Hotels

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‍How AI Integration Transformed HM Hotels
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Since implementing this system in January 2025, HM Hotels has significantly improved response times, review engagement, and guest satisfaction across all 23 properties. After testing the solution in two hotels during the beta phase, they replaced their previous provider with Reviewpro Reputation chain-wide.

Conclusion

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By integrating Shiji’s AI-powered review response system, HM Hotels is setting a new standard for AI-driven guest engagement in the hospitality industry. The improvements in response efficiency, negative review handling, and response ratio demonstrate how AI technology is revolutionizing hospitality management. Moving forward, HM Hotels plans to expand AI capabilities, refining the system to further personalize responses, improve guest retention, and enhance marketing strategies.

About

HM Hotels

HM Hotels is a family-owned hotel chain founded in 2002 under the strategic leadership of its CEO, Antonio Horrach Moyá. Its identity is defined by the combination of a deep-rooted hospitality vocation and a passion for art, resulting in a brand with a unique personality. With 100% Spanish capital, the company has embraced a model from the outset based on Mediterranean design, service excellence, and a strong commitment to sustainability.

Its family-oriented nature has been key to its growth and consolidation within the industry, achieving a balance between expansion and environmental responsibility. Today, HM Hotels operates 23 establishments in Mallorca, Tenerife, Mexico, and the Dominican Republic, with a team of over 1,800 professionals dedicated to quality and customer satisfaction.

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About Shiji Group

Shiji is a global technology company dedicated to providing innovative solutions for the hospitality industry, ensuring seamless operations for hoteliers day and night.
Built on the Shiji Platform—the only truly global hotel technology platform—Shiji’s cloud-based portfolio includes Property Management System, Point-of-Sale, guest engagement, distribution, payments, and data intelligence solutions for over 91,000 hotels worldwide, including the largest chains.

With more than 5,000 employees across the world, Shiji is a trusted partner for the world’s leading hoteliers, delivering technology that works as continuously as the industry itself. That’s why the best hotels run on Shiji—day and night. While its primary focus is on hospitality, Shiji also serves select customers in food service, retail, and entertainment in certain regions.For more information, visit shijigroup.com

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