HM Hotels

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Europe

HM Hotels: The First to Successfully Integrate Shiji’s AI-Powered Review Response System

Reviewpro Reputation

Global

Guest Service / Guest Facing Solution

Europe

Area of operation

Number of properties

3703

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 became the first client to successfully integrate 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.

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 our platform chain-wide. Other AI solutions required managing multiple platforms, but the seamless integration of Shiji’s Reviewpro Reputation enabled direct responses from a single interface, streamlining operations, reducing inefficiencies, and ensuring faster, more personalized guest interactions.

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Challenge

Being the first hotel chain to implement Shiji’s AI-powered review response system, HM Hotels faced an exciting challenge:

Pioneering AI integration to improve guest engagement and streamline responses.
Testing and refining the system during a two-month beta phase with two properties.
Expanding across all 23 hotels after witnessing remarkable results.

This bold move placed HM Hotels ahead of competitors, proving the real-world impact of AI automation in the hospitality industry.

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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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‍Results: Transforming Guest Review Management

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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 under2.7 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.

How AI Integration Transformed HM Hotels:

“Implementing Reviewpro’s AI-powered review response tool has significantly enhanced our guest feedback management process. The platform ensures flawless grammar and spelling, eliminating linguistic errors and allowing us to maintain a professional and polished communication style across multiple languages. One of the most valuable aspects of this tool is the considerable time savings it provides. What was once a repetitive and time-consuming task can now be accomplished in a fraction of the time, allowing our team to focus on other critical operational areas. Additionally, the tool enables us to generate highly customized responses tailored to each review, incorporating valuable insights that address recurring complaints with precise and informative replies. This not only improves guest satisfaction but also provides useful information for potential clients considering our hotel. Beyond its functionality, Reviewpro Reputation’s AI tool is incredibly easy to configure and integrate into our existing systems. Its intuitive interface has made the transition seamless, and training our teams to use the platform was straightforward and efficient. Overall, this tool has transformed the way we handle guest reviews, enhancing efficiency, accuracy, and the overall guest experience. We highly recommend it to any hotel looking to streamline its review management process.”
Diana Villanueva Aubeso - Online Reputation Manager at HM Hotels

Conclusion

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By becoming the first hotel chain to integrate Shiji’s AI-powered review response system, HM Hotels has set a new industry standard for AI-driven guest engagement. 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.

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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 Group is a multinational technology company that provides software solutions and services for enterprise companies in the hospitality, food service, retail, and entertainment industries, ranging from hospitality technology platforms, hotel management solutions, food and beverage, and retail systems, payment gateways, data management, online distribution and more.

Founded in 1998 as a network solutions provider for hotels, Shiji Group today comprises over 5,000 employees in 80+ subsidiaries and brands in over 31 countries, serving more than 91,000 hotels, 200,000 restaurants, and 600,000 retail outlets.

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