It's 2034. You're getting ready to head to the airport when Genie pings your personal AI travel assistant. Genie has a travel update: your flight has been cancelled due to a typhoon in Singapore. Before you can even start processing the inconvenience, Genie pings again. It has checked your diary and offers the best alternatives: either catch a layover via Dubai leaving in six hours, or delay your flight until the next day.
You choose option one. Genie confirms and advises that your Uber transfer has been rescheduled and a refund processed. (Genie has also reserved a massage for you in the lounge during your layover and pre-ordered your favourite welcome drink.) Genie also drafts an email to your first client, advising of the delay and providing suitable alternative timings within your calendar. You hit send. A major travel disruption sorted in seconds.
Now, let's rewind to 2024. This advanced level of seamless travel management may still seem like a sci-fi dream, but the age of artificial intelligence has officially arrived and is set to transform travel in the next decade. Expect to see huge developments and customer experience improvements, with personalised recommendations, paperless airports and automated expense systems on the way.
CHATBOTS AND TRAVEL PLANNERS
There are different functions for AI technologies. Generative AI refers to the group of programmes such as Chat GPT that generate high-quality text, images and other content.
The applications of this technology are far-reaching, primed to improve customer chatbot services by a quantum leap as well as star as your pocket-sized travel consultant.
It's a no-brainer for hotels or any business for that matter to employ this technology as an immediate-response first line of customer service without the traditional need for huge staff resources. We've already seen positive examples from early adopters like Hilton's chatbot Connie, or Marriott's AI voice controls for things like lighting, temperature and entertainment systems. But the tech is improving rapidly (see page 59 for an example).
IHG Hotels & Resorts has become one of the latest to announce new tech, with the launch of a digital travel planner in partnership with Google Cloud's AI platform, Vertex AI and Gemini models.
Guests will be able to make requests to the IHG Travel Planner using natural speech and receive personalised recommendations in response from late-night dinner options to jazz shows or co-working spaces nearby. The planner will be incorporated into the revamped IHG One Rewards mobile app later this year, with more functions set to be unveiled in the coming months.
[https://cdn.magzter.com/1450191940/1713803923/articles/Gw4PqfNN71715856174673/5558550050.jpg]
Jolie Fleming, chief product and technology officer at IHG Hotels & Resorts, said: "We're making trip planning easier and more interactive for prospective travellers. Soon, guests will use the IHG One Rewards mobile app as a true mobile travel companion to build a full itinerary and book hotels in a few taps."
Meanwhile, Marriott International's Homes & Villas division for luxury home rentals is using Generative AI to let travellers use natural language to describe their ideal vacation - with or without a destination in mind. What does this mean? Well, travellers might say: "I need a beachfront home in the Caribbean perfect for a bachelorette party" or "I'm looking for the best cabin in the mountains with a fireplace and stunning view" and the results will find properties to match the criteria, with localised tips on topics from weather to hikes.
"With natural-language search, we're able to play matchmaker, helping travellers effortlessly discover the perfect but perhaps unexpected property and destination among our global collection," said Jennifer Hsieh, vice president, Homes & Villas by Marriott Bonvoy. While the above examples mimic the speech and text of humans, some companies have employed AI to create holograms and virtual people. Qatar Airways, for instance, put a face and body to its AI chatbot at ITB Berlin in March. The airline used the occasion to introduce the industry to Sama 2.0 - an AIpowered MetaHuman cabin crew member, named after 'sky' in Arabic. The lifelike Sama is a holographic chatbot, which will "showcase a level of interaction that is as personal as it is functional", offering up-to-date information and the ability to answer questions in real-time. You can find her via the Qverse, the airline's digital platform or through the Qatar Airways app. Korean Air, meanwhile, debuted virtual humans in its latest safety video - look out for flight attendant Rina on your next trip.
Last month, Four Seasons Hotels and Resorts added hologram units to the presidential and penthouse suites at the famous Beverly Wilshire hotel. The portable Proto M units can be used to "beam in" a concierge team member to meet with VIP guests from the comfort of their room. Radisson Hotel Group, meanwhile, has launched the Radisson Meetings Dream Machine, which uses generative AI to help planners design out-of-the-box events.
[https://cdn.magzter.com/1450191940/1713803923/articles/Gw4PqfNN71715856174673/5858555111.jpg]
DEMAND FOR DATA
Behind the scenes, AI is revolutionising consumer market research. Businesses can amass huge quantities of information about customers across multiple touchpoints, which is unlocking new ways to optimise services and offerings. "The main way we'll see AI make an impact on travel in 2024 is around data," says José Arozarena from Tour Review, a platform for tour providers to manage online reviews. "Companies with the largest amounts of data available will benefit most and the most quickly too. AI will be able to make sense of that data more effectively, offering insights that result in better, more personalised services."
In February, Lufthansa announced a collaboration with marketing and innovation consultant TD Reply to launch the Customer Insight Hub. The AI-powered portal mines data from countless customer interactions - from online reservations to inflight engagement and social media - and creates reports on customer experience, which can then be used to tweak the offering.
Philipp Schilchegger, head of customer insights at Lufthansa, said: "The Customer Insight Hub facilitates internal collaboration and decision-making. We have a modern, data-driven basis for continuously improving our services, creating an optimal customer experience and thus retaining our customers in the long term".
In the same month, Vueling chose a different tack, announcing the use of Persona+ to create customer profile avatars that can help departments role-play different scenarios with fictitious passengers and generate feedback on proposals.
While data harvesting might have enormous potential, there's understandable concern for consumers - particularly when it comes to privacy. Data breaches are still a worryingly high occurrence. Marriott International and British Airways were both fined around £20 million for GDPR lapses in 2020, while Air Europa, American Airlines and Air Canada were among hacking victims in 2023. Implementing responsible data management measures, such as data protection, efficient storage and responsible data disposal, will need to be a priority for organisations and customers alike.
[https://cdn.magzt...
You choose option one. Genie confirms and advises that your Uber transfer has been rescheduled and a refund processed. (Genie has also reserved a massage for you in the lounge during your layover and pre-ordered your favourite welcome drink.) Genie also drafts an email to your first client, advising of the delay and providing suitable alternative timings within your calendar. You hit send. A major travel disruption sorted in seconds.
Now, let's rewind to 2024. This advanced level of seamless travel management may still seem like a sci-fi dream, but the age of artificial intelligence has officially arrived and is set to transform travel in the next decade. Expect to see huge developments and customer experience improvements, with personalised recommendations, paperless airports and automated expense systems on the way.
CHATBOTS AND TRAVEL PLANNERS
There are different functions for AI technologies. Generative AI refers to the group of programmes such as Chat GPT that generate high-quality text, images and other content.
The applications of this technology are far-reaching, primed to improve customer chatbot services by a quantum leap as well as star as your pocket-sized travel consultant.
It's a no-brainer for hotels or any business for that matter to employ this technology as an immediate-response first line of customer service without the traditional need for huge staff resources. We've already seen positive examples from early adopters like Hilton's chatbot Connie, or Marriott's AI voice controls for things like lighting, temperature and entertainment systems. But the tech is improving rapidly (see page 59 for an example).
IHG Hotels & Resorts has become one of the latest to announce new tech, with the launch of a digital travel planner in partnership with Google Cloud's AI platform, Vertex AI and Gemini models.
Guests will be able to make requests to the IHG Travel Planner using natural speech and receive personalised recommendations in response from late-night dinner options to jazz shows or co-working spaces nearby. The planner will be incorporated into the revamped IHG One Rewards mobile app later this year, with more functions set to be unveiled in the coming months.
[https://cdn.magzter.com/1450191940/1713803923/articles/Gw4PqfNN71715856174673/5558550050.jpg]
Jolie Fleming, chief product and technology officer at IHG Hotels & Resorts, said: "We're making trip planning easier and more interactive for prospective travellers. Soon, guests will use the IHG One Rewards mobile app as a true mobile travel companion to build a full itinerary and book hotels in a few taps."
Meanwhile, Marriott International's Homes & Villas division for luxury home rentals is using Generative AI to let travellers use natural language to describe their ideal vacation - with or without a destination in mind. What does this mean? Well, travellers might say: "I need a beachfront home in the Caribbean perfect for a bachelorette party" or "I'm looking for the best cabin in the mountains with a fireplace and stunning view" and the results will find properties to match the criteria, with localised tips on topics from weather to hikes.
"With natural-language search, we're able to play matchmaker, helping travellers effortlessly discover the perfect but perhaps unexpected property and destination among our global collection," said Jennifer Hsieh, vice president, Homes & Villas by Marriott Bonvoy. While the above examples mimic the speech and text of humans, some companies have employed AI to create holograms and virtual people. Qatar Airways, for instance, put a face and body to its AI chatbot at ITB Berlin in March. The airline used the occasion to introduce the industry to Sama 2.0 - an AIpowered MetaHuman cabin crew member, named after 'sky' in Arabic. The lifelike Sama is a holographic chatbot, which will "showcase a level of interaction that is as personal as it is functional", offering up-to-date information and the ability to answer questions in real-time. You can find her via the Qverse, the airline's digital platform or through the Qatar Airways app. Korean Air, meanwhile, debuted virtual humans in its latest safety video - look out for flight attendant Rina on your next trip.
Last month, Four Seasons Hotels and Resorts added hologram units to the presidential and penthouse suites at the famous Beverly Wilshire hotel. The portable Proto M units can be used to "beam in" a concierge team member to meet with VIP guests from the comfort of their room. Radisson Hotel Group, meanwhile, has launched the Radisson Meetings Dream Machine, which uses generative AI to help planners design out-of-the-box events.
[https://cdn.magzter.com/1450191940/1713803923/articles/Gw4PqfNN71715856174673/5858555111.jpg]
DEMAND FOR DATA
Behind the scenes, AI is revolutionising consumer market research. Businesses can amass huge quantities of information about customers across multiple touchpoints, which is unlocking new ways to optimise services and offerings. "The main way we'll see AI make an impact on travel in 2024 is around data," says José Arozarena from Tour Review, a platform for tour providers to manage online reviews. "Companies with the largest amounts of data available will benefit most and the most quickly too. AI will be able to make sense of that data more effectively, offering insights that result in better, more personalised services."
In February, Lufthansa announced a collaboration with marketing and innovation consultant TD Reply to launch the Customer Insight Hub. The AI-powered portal mines data from countless customer interactions - from online reservations to inflight engagement and social media - and creates reports on customer experience, which can then be used to tweak the offering.
Philipp Schilchegger, head of customer insights at Lufthansa, said: "The Customer Insight Hub facilitates internal collaboration and decision-making. We have a modern, data-driven basis for continuously improving our services, creating an optimal customer experience and thus retaining our customers in the long term".
In the same month, Vueling chose a different tack, announcing the use of Persona+ to create customer profile avatars that can help departments role-play different scenarios with fictitious passengers and generate feedback on proposals.
While data harvesting might have enormous potential, there's understandable concern for consumers - particularly when it comes to privacy. Data breaches are still a worryingly high occurrence. Marriott International and British Airways were both fined around £20 million for GDPR lapses in 2020, while Air Europa, American Airlines and Air Canada were among hacking victims in 2023. Implementing responsible data management measures, such as data protection, efficient storage and responsible data disposal, will need to be a priority for organisations and customers alike.
[https://cdn.magzt...
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Business Traveller Uk (Digital) - 1 Issue, May 2024