ChatGPT and generative A.I. are already rewriting our travel experiences and have already established a verifiable application in the business world with great potential for monetization. While current use cases may seem limited, researchers are expecting its growth to soar in the next year and customer service as its primary target. Travel is one of the many industries that have already been forever changed by the internet and could be the one to experience rapid adoption of generative AI.
Online travel agencies are already beginning to make changes involving AI, and although travelers may not be aware, AI is undoubtedly impacting their booking journeys. Booking.com has been investing in technology for over a decade and it is now at the forefront of the customer experience. AI is being used for personalized recommendations of trips, as well as translations in multiple languages.
The competition in the generative AI field is another factor for rapid innovation in the travel sector. Microsoft-funded OpenAI’s ChatGPT and Google’s Bard are two of these examples and their AIs have enormous potential for many uses.
At the same time, Glenn Fogel, CEO of Booking Holdings, parent company of Booking.com, pointed out the importance of maintaining the human touch in travel experiences. AI can help travel businesses to optimize various tasks and add more value to the traveler’s journey with efficiency, but the essential human interaction can’t be replaced.
ChatGPT is being used by Kayak in their search engine, allowing customers to use natural language queries and get tailored recommendations according to the data available in Kayak’s historical travel records. AI can also help when travel plans have to be altered due to disruption, as they have the capacity to intervene in real time.
The Seattle-Tacoma International Airport’s Chief Information Officer Matt Breed is one of the early AI adapters whose aim is to provide a better customer experience. AI can help to eliminate anxiety when traveling by offering personalized advice for any potential problems or logistical issues that may arise. This ‘virtual assistant’ can analyze real time data and accounts, providing customized solutions and information.
Overall, AI is slowly letting its presence be felt in the travel sector and could take the customer experience to new heights. Matt Breed believes the AI personal assistant is not farfetched and, thanks to the new data feeds, it could soon be reality. Behind the scenes, AI is also being used for operations in the airports so that customers can enjoy a smoother journey.
Booking Holdings, one of the most integral travel and booking businesses in the world, is set to take advantage of generative and conversational AI. CEO Glenn Fogel does not want technology to detract from the human experience but instead believes it should add to enrich it for both, traveler and supplier partners.
Matt Breed, the Chief Information Officer of Seattle’s international airport, believes AI could reduce the typical stress of an airport experience. The AI assistant could advise the traveler to optimize their journey, suggest specific shopping needs or food options. AI is already helping airport operations with real-time decision making and optimization.
Although it is natural to get excited about the future of AI in the travel sector, travel experts urge us to not ignore its current limitations. ChatGPT, in particular, still has some restrictions regarding data that extends beyond the end of 2021.
Despite its current restrictions, ChatGPT and generative AI have the potential to revolutionize the travel sector, particularly with its real-time data analysis, tailored suggestions and stress-reducing capacities.
