Voice recognition technology can inspire customers to explore new destinations, but is a “long way” from having the common sense to complete complex bookings, Advantage delegates heard.
The travel industry could harness the rise of the technology through devices such as Amazon Echo, Apple’s Siri and Google Home, especially sellers of tailor-
made, bespoke holidays, said Ben Sauer (pictured), strategist at digital design consultancy Clearleft.
“People are more self-service these days,” Sauer added.
“Voice can help with that. You can book a short-haul, last-minute holiday through voice and it will probably help you.
“But for more-detailed trips, people will want more information and choice.”
Sauer said voice recognition technology is intelligent enough to save customers’ favourites using masses of data, but may fail to present them with sufficient choice and new ideas.
But he advised forward-thinking agents to get involved in voice recognition early, as he predicted it will soon be widely used in homes. “If clients are using this technology, then you should look at it too,” he added.
In a poll of delegates, 73% said they had used voice recognition.
Sauer also forecast voice recognition’s use during travel, “nudging people along”, and said it might prompt travellers to go to the airport gate or instantly find out the price of attraction tickets.
But Sauer added: “Voice recognition doesn’t have common sense. It’s a bit like a puppy, or like talking to Manuel [the Spanish waiter in sitcom Fawlty Towers]. It has a limited vocabulary, doesn’t always understand everything and turns you into an absolute arsehole like Basil [Fawlty].
“Do I see it taking on the role of a travel agent? Let’s just say it’s got a long way to go.”