If Only general manager Gordon McCreadie looks at how new software could aid firms
In recent months, artificial intelligence and how it stands to potentially change our day‑to-day lives in the years to come has been at the heart of many conversations across many sectors, and the travel industry is no exception. I’ve even considered using it to help me write this column on several occasions!
A recent international study found that a third of travellers say they would use AI to help plan their upcoming travel, with the likes of ChatGPT continually rising in popularity. But while powerful new artificial intelligence software is already shaking up the travel industry, it has a long way to go before it can plan a seamless trip.
Digital advances
Instead of being apprehensive about what the brave new world and its technologies may bring, we need to embrace it and fully understand what these digital enhancements can do, so agents and operators can take full advantage and help further streamline the booking process.
At the same time, however, we must make sure we continue to support and develop our people, as they are what make any business successful. At If Only, we are always looking for new ways to support our agents and give them the tools required to offer their clients a seamless luxury experience throughout the customer journey, from quote to booking and right through to their arrival home after their getaway.
I am certain that in the luxury space in particular, AI will never replace the expertise and skills that humans offer
Here’s my summary of how I think AI can be incorporated to help our business and others.
Personalisation: AI can help tour operators and travel companies personalise their offerings based on individual customer preferences, such as destination, accommodation type and activities. AI can also analyse customer data to suggest relevant recommendations and create customised itineraries totally tailored to the individual traveller.
Chatbots and virtual assistants: AI-powered chatbots and virtual assistants can handle customer enquiries and provide 24/7 customer service, reducing the need for human customer service representatives outside of core office hours. They also give customers an instantaneous response, which is not always possible when operated by staff.
Price optimisation: AI algorithms can analyse pricing data to help tour operators and travel companies optimise their prices for different markets and seasons, ensuring their offerings remain competitive and profitable.
Predictive maintenance: AI can help tour operators and travel companies maintain their vehicles, IT equipment and other assets by predicting when maintenance is needed, averting breakdowns and improving operational efficiency.
Risk management: In the industry, we are all too aware of how unpreventable factors can disrupt travel. However, AI can help tour operators, airlines and travel companies mitigate risk by monitoring weather patterns, political events and other potential disruptions to travel plans.
Overall, AI can help tour operators and travel companies enhance the customer experience, improve operational efficiency and increase profitability. And with the way the world is going, it looks as though we are going to have to embrace it sooner or later.
But while ChatGPT can no doubt be a force for good, it does have limitations. Its information base currently does not go beyond 2021, and it does not have access to important travel-related data that can change at pace, like airline schedules and weather forecasts. Also, the software doesn’t always know the difference between reliable and unreliable information on the internet, which means it can give answers that are untrue.
People skills
That’s where we still have the advantage and can give value to our customers, hopefully for years to come, and continue to work in tandem with advancing technologies to our advantage. I am certain that in the luxury space in particular, AI will never replace the expertise and skills that human beings offer to ensure customers get the perfect holiday. People will always trust and buy from people, after all.