What attractions should I visit if I have two days in Barcelona? What are the available options for traveling from Sydney to Melbourne? Where can I go if I’m looking for a warm climate that’s close to both the sea and the mountains?
Travel guides or representatives from travel agencies can provide responses to these questions, as can the friend who recently visited Barcelona. However, artificial intelligence is now frequently offering the answers, with the technology having been present in the travel industry for a long time, transforming the way we organize and reserve our vacations.
Hundreds of thousands are already seeking assistance from AI for travel, and studies have demonstrated its impact on how vacations are organized and reserved.
Hundreds of thousands already utilize artificial intelligence while traveling
A new study conducted by the German travel research organization FUR reveals that 17% of individuals between the ages of 18 and 75 in the country have already utilized AI tools when it comes to their vacations, which equals over 10 million people. More than a third, specifically 35% or 21 million people, claim they haven’t used AI yet but are open to trying it in the future. The survey also indicated that among those who have used chatbots for planning their trips, approximately half, or 48%, found the AI recommendations useful. Additionally, 42% believe it helped them save time.
However, 16% of people, or one in six, reported encountering inaccurate information. In every instance, 10% stated that AI diminishes spontaneous discoveries and results in a reduced engagement with local culture.
Travel sales specialist: AI advancement is“alarminglyfast”
Like every aspect of life, artificial intelligence in the travel industry offers both advantages and disadvantages, yet it is here to remain.
“Most people will largely follow it without question,” states Michael Buller, a member of the board at the Internet Travel Distribution Association (VIR), which counts Booking.com, the Expedia Group, and Holidaycheck among its members.
The advancement of AI is occurring at an unsettling pace, he states. Another issue that worries the travel distribution expert is the matter of accountability. Currently, the responsibility rests with the users, he points out.
“But perhaps at some point, companies will acquire the providers of AI systems and state: We will supply the appropriate prompts.” In such a scenario, the companies would also be accountable for the responses. Prompts are the instructions or questions you input into an AI. The more specific and detailed they are, the more accurate the outcomes.
However, according to Buller, many travelers still struggle with this when it comes to designing trips that suit them. Systems now automatically ask additional questions or recommend specific details that can lead to more accurate outcomes.
For instance, when I requested ChatGPT to organize a trip for me, the AI promptly inquired: “Where would you like to go? When and for how many days? Are you traveling alone, as a couple, with a family including kids, or as part of a group? What aspects are important to you (such as nature, culture, beaches, adventure, wellness, skiing, or a city break)? What is your travel budget?”
This is what I wrote: “We are a family planning a seven-day trip to South Tyrol during the first three weeks of Berlin’s summer break, with a budget of €1,500. We hope to enjoy hiking and experience some urban life.”
It required 22 seconds. The bot subsequently generated a summary spanning four A4 pages, including choices for traveling by car, train, and airplane, accommodations, recommendations for activities over the seven days, and a list of items to pack in the suitcase.
And to make sure four pages aren’t overwhelming, the bot included a summary at the beginning.
If I had done the research on my own, it would have consumed a lot of time. With this approach, I quickly obtained an initial understanding.
Flights to somewherewarm?Offers in seconds
Google has recently introduced an AI-powered search feature within its Google Flights service. Rather than selecting dates, applying filters, and entering airport codes, you can now input your travel preferences directly. Google states that this innovation is primarily designed for travelers who prefer flexibility.
As a trial, I entered that I was seeking a one-week trip to a city known for great cuisine, where the weather remains comfortably warm, and which can be reached with a direct flight from Berlin. Within seconds, I received six options, including Marrakesh, Lisbon, and Cairo. With three clicks, I was directed to the airline’s booking page and could have purchased the tickets. Google mentions that in the future, it will also be possible to book flights and hotels directly through the AI mode.
Holidays will be more personalized
Buller believes AI has great potential, as searches will become more straightforward, he forecasts. “Personalization will help make sure the type of vacation I take is better suited to me than ever before,” he adds.
Trust is a crucial factor: how accurate and dependable are the outcomes? As the FUR survey indicates, the output from AI is not always trustworthy. However, both the systems and the users are continuously improving.
“The better the experience, the greater the chance that AI will significantly impact many aspects of life,” states Buller. All of this presents a challenge for the travel sector. “Each business model will definitely need to be reevaluated,” says the VIR board member.
Booking platforms and travel agencies are not standing still. They have been using AI for some time to enhance their services and are also creating chatbots as a substitute for traditional input forms, where travelers would otherwise need to check boxes and make choices.
Some software can identify when a user is about to exit a booking site based on their mouse movements. A chat window then appears, and a bot inquires how it can assist. In many cases, users end up making the booking, according to Buller.
AI is also gaining popularity in customer support
“Several providers utilize AI systems, such as for managing complaints or processing claims by insurance companies,” he states. AI assistants are also beginning to enter the travel agency sector.
“We are outfitting our offices with them to enable staff to quickly address specific customer questions,” says Ömer Karaca. He serves as the managing director of Schmetterling International, a company that provides services to over 2,000 independent travel agencies.
We’ve observed that due to ChatGPT and similar tools, clients are arriving at travel agencies more knowledgeable than ever, and in some cases, they already have all the information. Some have even created full itineraries.
You can’t reserve a journey through ChatGPT yet – although that might change. But what if it does?
“Everything is experiencing a significant change,” Karaca states. This includes online platforms as well as travel agencies. However, he does not feel worried.
“We will utilize AI, which will assist us, but it won’t take our place,” states the travel agency expert. “This is related to vacations, which are centered around feelings and trust.” And thus, it also involves the human element.
