Consumers are urging the travel industry to make use of artificial technology


Artificial technology can help you pick your perfect vacation without having to trawl through endless brochures. Source ViChizh /

ARTIFICAL technology (AI) may be the buzzword of the year, but it doesn’t have plans of disappearing anytime soon. The technology has already made vast changes and improvements across many industries including marketing, transportation, and finance.

The next industry AI is set to infiltrate is the travel industry. The sector is being pleaded with to invest in AI in order to improve the vacation booking process – as many holiday-makers struggle to make a decision because of the vast choice on offer.

A recent study by Apadmi revealed that out of a thousand people surveyed, who had taken a vacation in the last 12 months, 56 percent said they struggle to compare prices for different packages and 28 percent said that travel brochures and websites didn’t help to make the destination choice any easier.

Those looking for a vacation destination also claim there is not enough in-depth information available in holiday guides, and 29 percent said the images on websites and in brochures is misleading.

This has lead to a rise in consumers urging the travel industry to increase the use of AI so that it can specifically target consumers. Similarly, vacationers don’t have to waste their time trawling through hauls of irrelevant information.

“It can be tricky to search for a holiday unless you have a specific destination in mind – you might know you want a relaxing break or a city getaway, but how do you know which resorts offer the right facilities and accommodation that will suit you?” CEO of Apadmi, Nick Black, told Travel Daily UK.

Through a combination of human and AI intervention, the travel industry can harness huge stores of data, event tracking and predictive analytics, which are then turned into machine learning algorithms.

From these algorithms, companies can then automatically develop directed advertisements, and tailored travel offers – a win-win for demanding customers and tour operators alike.

AI can also enhance customer service enquires. Through natural language processing (NPL),  travel operators can easily answer customer questions, without the need for human input, as it simply learns from the previous inquiries before.

Of course, however, it doesn’t have to be all serious statistics and figures in the world of AI. Royal Caribbean, for example, are combing hardware and software to create onboard adventurers for cruisers.

Not only do they have skydiving simulators on board, they also have artificially intelligent bartenders, knocking up your favorite tipple and putting on a show.

“Our aim is to keep one step ahead of expectations so we’re at the forefront of what’s possible at sea. Cruise lines are leading the way with digital technology as we aim to create the ultimate holiday experience for our guests.” Stuart Leven, the managing director for the UK and Ireland at Royal Caribbean International, told The Drum.

There is no sight of AI calming down in the near future. If the travel industry can embrace this technology, it would eliminate the need for fussy brochures and needless, irrelevant adverts that annoy consumers, more than they help.