The Gettys Group Partners with Vurvey to Introduce AI-Powered Guest Validation for Hospitality Brands

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The Gettys Group Partners with Vurvey to Introduce AI-Powered Guest Validation for Hospitality Brands

Chicago, IL  — The Gettys Group,  an integrated hospitality design firm specializing in strategy, branding, and interior design, today announced a strategic partnership with Vurvey, a consumer intelligence platform, to introduce an AI-powered “Agentic Population” model built specifically for the travel and hospitality industry.

Traditionally, hospitality brands have relied on fixed customer segments derived from one-time research, competitive benchmarking, and instinct. These static profiles often fail to evolve as guest behaviors and expectations change. The Agentic Population model replaces those outdated assumptions with dynamic, AI-simulated guest personas capable of evaluating and responding to new ideas in real time.

This allows brands to test positioning, experiences, messaging, and design concepts with AI-driven guest simulations before launching them to market,  reducing uncertainty and accelerating confident decision-making.

By embedding this AI-powered guest intelligence directly into its creative and design process, Gettys is fundamentally evolving how hospitality brands are conceived, validated, and refined. The model has already been applied in engagements with major global hospitality brands to test new concepts, uncover insights, and inform strategic refinements at the earliest stages of development.

Through the partnership, The Gettys Group can:

• Simulate how distinct guest types respond to new brand and experience concepts
• Identify which ideas resonate most strongly across modeled audience segments
• Reduce reliance on internal assumptions by grounding decisions in AI-informed audience response
• Accelerate innovation while increasing confidence prior to launch

“For decades, hospitality brands have depended on static segmentation and lagging research to guide big decisions,” said Chad Reynolds, CEO of Vurvey. “By creating an AI-powered Population for travel and hospitality, we are bringing those segments to life. Brands can now engage with dynamic, simulated guest personas that respond like real-world travelers, fundamentally changing how innovation happens.”

“Innovation is the fuel that accelerates our creativity at Gettys,” said Ron Swidler, CEO of The Gettys Group. “This partnership strengthens that creativity with intelligent audience modeling, helping our clients move forward with greater clarity, alignment, and confidence.”

As hospitality brands navigate shifting traveler expectations and increased competitive pressure, the AI Population model represents a new approach to innovation, blending human-led creativity with advanced AI simulation to drive clearer decisions and stronger outcomes.