Chatbot Concierge
THE COSMOPOLITAN OF LAS VEGAS
creating the first chatbot in the hospitality industry
The Cosmopolitan of Las Vegas was losing loyalty to other hotels on the strip and direct bookings to online travel agents like Expedia and Travelocity. So we built an innovative tool that creates powerful guest relationships and enhances the resort experience to encourage direct and repeated return bookings. Her name is Rose: a provocative, personality-based SMS chatbot, the hotel's "resident mischief-maker" and the first digital concierge in Las Vegas. As lead conversation designer, UX writer, and copyeditor, I worked with a cross-functional team to bring Rose to life while managing a team of writers to tell a relationship-building brand narrative. Our work won us a Bronze award for the Mobile Marketing Association’s ‘Messaging’ category.
The Birth of Rose
Designed to complement TCOLV’s rich branding, Rose's personality was crafted to intrigue current and potential guests and build a relationship for continued engagement. Working side-by-side with our UX lead, we analyzed how humans naturally communicate over SMS, developed the anatomy of our written messages and determined which topics were most important to the guest experience. Then we established a conversation architecture for each flow that sets up the topic, reveals Rose's intriguing personality and directs user through the conversation journey with prompts.
Engaging with Rose
Helping guests feel like they have an “insider” at the hotel, Rose guides them around the property and reveals her “secrets” to explore the restaurants, bars, pools and other amenities of the resort, while giving her best recommendations, tips and rewards to her “inner circle." She also provides more functional services like room service and more playful endeavors like a cheeky game of “Two Truths and a Lie.” And because one can never escape trolls, we developed clever responses to inappropriate messages to redirect back into the flow as well as responses to one off questions when a guest wants to know Rose’s personality more. As time went on, we added more functions to Rose and optimized existing copy and user flows.
