Barrhead Travel is to launch a TV advertising campaign that compares an automated experience with the personal touch offered by travel experts this month.
The agency’s ‘Book Human, Book Barrhead Travel’ campaign focuses on the downfalls of booking with automated online search engines.
It is currently running on social media and the video creates an alternate reality where AI-powered robots plan holidays.
In the advert a robot walks through a chosen holiday destination describing a tailor-made experience created from data, but demonstrating a lack of personality.
Brent Rivard, chief marketing officer for Barrhead parent firm, Internova Travel Group, said: “We grew up in a world where technology was supposed to make life better for us, but this was not the case when the pandemic hit.
“Individuals and families were left stranded with cancellations and no way to secure refunds. That was the tension and the insight for the Book Human campaign, and from there, the strategy became quite simple, which is to deposition technology in favour of a human travel advisor.”
Jacqueline Dobson, president of Barrhead Travel, added: “As our campaign highlights, an online algorithm simply cannot match the first-hand knowledge or reassurances that our trained advisers can. AI can facilitate your booking, but it doesn’t care about the customer, nor can it provide exceptional service, advice or support.
“I am optimistic that there is significant opportunity for agents this year, particularly now that testing rules have relaxed and confidence to travel is growing.
“People like people and there is no better industry placed to promote human interaction than travel where recommendations, personal travel tales and assurances are intrinsic to the booking experience.”