From 42 properties to One connected guest experience: GHL Hotels x Quinta

Today’s travelers expect answers instantly, at any hour, and tailored to exactly what they’re looking for. For GHL Hotels, meeting that expectation across a growing portfolio meant rethinking how guests are welcomed online, long before they ever reach the front desk. With a centralized operations model and a close, hands-on relationship with each of its hotels, the group set out to turn its websites into a space where every question gets a clear, immediate response, day or night. That vision led them to Quinta and its AI hotel virtual assistant, Velma, which now supports guests across 42 GHL properties.

We sat down with Paula Andrea Robayo Chaves, Digital Content And Strategy Lead at GHL Hotels, who has worked hand in hand with Quinta for more than six years. She shared how data, personalization, and AI have become the backbone of the group’s guest experience, and why she believes the best is still to come.

What was the main objective behind implementing Velma within your property?

Seeing how rapidly user behavior is changing and how increasingly personalized their needs have become, we identified a major opportunity in having a virtual assistant on one of our most important channels: the website. Our main goal in implementing Velma was to respond to customers as quickly as possible and reach as many of them as possible. This allows guest support on the site to be immediate, regardless of the time of day, with clear content that helps guests make the decision to book with us. 

Are you familiar with Quinta’s other solutions, and are any of them of particular interest to you?

I’ve been working hand in hand with Quinta for more than six years, which has allowed me to witness its tremendous growth and, at the same time, stay at the forefront of technology by understanding the tool’s AI model and the continuous improvements the team implements. One of the greatest opportunities Quinta offers us, and one I’d especially highlight, is Q-Data, because for companies like ours, data and personalized information for each property are essential. 

How did your teams adapt to integrate Velma into their daily operations, and how has Velma helped you? 

My team and I currently manage all operations centrally, and we work closely with each property. This has allowed us to better define each hotel’s identity and gather valuable information to work with each one. We currently have 42 properties using Velma.

Velma has been very helpful in solving our main challenge: giving customers an immediate answer. The group handles a very high volume of conversations, far more than one or two people could cover. Staffing the chat with people would also mean paying for shifts in the morning, in the evening, and on weekends. Because Velma is available 24/7, it covers both peak and off-peak hours, which also helps us save on budget. 

Would you recommend Velma to similar properties? 

Yes. As I mentioned earlier, users increasingly expect more personalized service, and I’m a strong advocate of making the journey and experience much easier for those who choose us, while also improving the company’s operational processes. Without a doubt, Velma is a great help in handling what humans simply can’t, whether due to volume, hours, speed, languages, or other factors.  

What improvements or future developments would you suggest for Quinta?

Over the six years I’ve been working with Quinta, I’ve always shared the opportunities I see, and the team has been very open to them. One area I’d love to see developed further is dashboards and reporting, including performance tracking for each sales agent, based on needs we’ve identified across different types of hotels. 

On a scale from one to ten, how satisfied are you with Velma and your collaboration with Quinta

I’d give it an 8. I’ve been working with Quinta for a long time and I’m very involved with all of its AI solutions. Velma is a great tool, but I believe there’s always room to keep improving.