With the growth and success of AI, conversations about the potential of generative AI tools are inescapable. From ChatGPT to DALL-E, generative AI is seen as the next step forward in the AI space and has become a highlight in the tech sector. But is there actual a use for these tools within the travel sector?
Generative AI is separate from other AI applications, as it utilizes past data to generate original content. For instance, DALL-E and Midjourney have been utilized for quick and unique image creation in just a few clicks. Furthermore, this technology has improved customer service, with chatbots and AI customer assistants like Louise now sophisticated enough to analyze inquiries and provide personalized answers exceeding simple formulaic responses.
The implementations of generative AI in the hospitality, MICE, and attractions industries are many. Optimizing layouts to reduce congestion, increasing customer experience with personalization, creating virtual tours and more are all possible with such technology. Businesses are not just provided with dynamic customer segments and accurate pricing, but can also be time and resource efficient with the automation enabled.
For example, TUI has benefited greatly from employing AI customer assistant Louise, with her 95% customer opt-in rates and answers that feel like talking to a friend. With AI + human experts, Louise is able to provide customers with comprehensive recommendations and tips throughout the customer journey.
But while generative AI can revolutionize the tourism sector, it is important to note that it is not a replacement for the existing human capital, but rather a tool to enhance and increase the efficiency of their jobs. The moderating and editing of responses has to be done by humans. Likewise, in predictive designing, AI does not pick up certain considerations such as restroom facilities that a human moderator is more attuned to.
Overall, generative AI is a great tool to utilize in the tourism sector and with human moderations it can effectively benefit customers, businesses and personnel alike.
The company mentioned is TUI, one of Europe’s leading tourism company. Headquartered in Germany, TUI offers services in over 180 destinations and its portfolio includes both physical and digital service networks. As a leader in the tourism industry, TUI provides innovative services fo its customers such as AI customer assistance and dynamic pricing technologies.
The person mentioned is Brit Haarmans, while Innovation Lead at TUI. She has contributed to the development of the AI customer assistant Louise, a service that provides customers with personalised itineraries and recommendations. Under Haarmans’ lead, TUI has experienced great success since its implementation and as of today, Louise is still being used by 500-600 customers each month.
