Suzanne Sangiovese, director of travel and technology at Riskline, urges firms to strike a balance between automation and manual curation
In today’s complex landscape, the travel industry has unprecedented opportunities to evolve. With so much uncertainty, companies are turning to AI-powered travel risk management tools to keep running smoothly and handle unexpected challenges without facing extra costs or delays.
Climate change adds a new layer of complexity to travel intelligence, with increased natural disasters, such as wildfires, hurricanes and floods. AI’s predictive capabilities are invaluable here, as they can analyse past and current data to forecast potential disruptions. However, human expertise remains vital for interpreting these predictions and advising clients accurately.
How media monitoring tools can enhance travel intelligence
Media monitoring tools have become essential assets in travel risk management. Powered by advanced algorithms and machine learning, these tools can track global events in real-time, scanning a vast array of news sources, social media channels, government alerts and even weather reports.
With AI, they can quickly analyse large amounts of information to spot patterns and early warnings that may not be immediately clear for humans. This timely information allows travel managers and operators to adjust their plans, communicate effectively with clients and ensure their safety, ultimately improving the overall travel experience.
However, media monitoring comes with limitations that must be acknowledged. Social media, particularly X (formerly Twitter), has been essential in providing immediate updates, but it presents a challenge in balancing speed with accuracy. With a major lack of moderation on X, AI monitoring tools must rely more on verifiable sources and human expertise to ensure updates remain reliable.
Sometimes, even official government pages are often not updated as frequently as expected. Meanwhile, local news websites, which are crucial for timely and reliable information, vary in how quickly they publish updates. This inconsistency compels travel professionals to gather information from multiple sources, adding to the challenge of ensuring information remains both current and accurate.
Another limitation lies in the complexity of language and regional differences. Monitoring global events poses unique challenges, including language and cultural nuances that can complicate verification. Language barriers can hinder quick validation of incidents, underscoring the need for regional expertise.
Human and AI collaboration for precision
The World Travel and Tourism Council forecasts that travel and tourism will employ around 348 million people globally by the end of 2024, a figure that surpasses the population of the United States. This data suggests that the notion of AI completely replacing humans in the workforce may be more myth than reality.
While AI can aid us in sifting through vast amounts of data, its true potential is unlocked when combined with human expertise. AI tools are exceptional at identifying risks based on patterns and trends, but humans add context, judgement, and critical thinking—qualities that remain irreplaceable in the world of travel risk management. Consider, for example, a political unrest alert in a destination like Thailand. While AI can flag that a demonstration has turned violent, human experts must interpret the level of threat, understand local context and assess whether this will have a broader impact on travellers.
Humans also play a key role in fine-tuning AI systems to ensure they can account for nuances, such as cultural factors or regional specifics that might not be captured in raw data.
One way travel managers and operators can make this collaboration work effectively is through predictive analytics. AI systems can forecast travel disruptions caused by weather events, strikes or even health issues based on historical data. AI can provide early indicators, but it’s the expertise of the person that will ensure customer satisfaction. This collaborative approach allows travel professionals to deliver accurate, personalised advice, especially in situations requiring careful management.
Shaping the future of travel intelligence
With AI advancing travel risk intelligence, managers and operators can enhance their services, providing safer, more informed travel experiences. Strategic AI use, acknowledging its strengths and limits, helps travel professionals stay competitive in an ever-changing industry. While AI is a powerful tool, it’s the human touch that ultimately makes travel professionals indispensable.
As media monitoring tools evolve, integrating bots and search engines for faster, more efficient data retrieval, the need for human oversight remains crucial. A balance between automation and manual curation ensures travel professionals deliver timely, accurate updates while adapting to the dynamic digital media landscape.