Is AI the genie in the travel industry bottle?

If you do your travel research, planning and booking online then Artificial Intelligence may be lending you a hand, like it or not.

AI is providing data-driven insights and new tools for travellers, the Trip.com group said at this week's ITB Asia 2024 event, hosted at Marina Bay Sands in Singapore.

Technology paves the way for the future of travel, the Trip.com group said with a special focus on AI-powered personalisation, data-driven insights, and new tools for travellers.

The company showcased how it is shaping travel experiences globally through technological solutions.

On the opening day of the conference, Han Feng (above), head of marketing at Trip.com Group, delivered a keynote titled Embracing the Digital Era: How Technology is Transforming the Future of Travel.

She emphasised how AI is beneficial in enhancing quality, increasing operational efficiency, and reaching diverse global audiences.

Feng highlighted how AI-powered digital ads and real-time insights have driven a 25% increase in impressions and a 42% improvement in return on investment (ROI) across global markets.

She also underscored the role of Trip.com's AI travel assistant, TripGenie, which has doubled the order conversion rate and improved user engagement, with travellers spending an average of over 20 minutes more on the app when interacting with this tool.

This powerful combination of AI-driven solutions has reshaped the way travellers discover and book their trips, she said.

Feng added:, "Our AI innovations are not only transforming the traveller experience but also driving operational efficiency at scale. AI-powered digital ads have resulted in a 30% increase in global ads performance, while AI-driven content and search functionalities provide personalised travel recommendations, catering to the evolving needs of modern travellers."

In a session titled Travel Innovation Toolkit: Essential Tools for Success in Building the Next Frontier of Travel Experiences, Ru Yi, assistant vice-president for International Markets (APAC) at Trip.com Group, emphasised how AI-powered tools are allowing the company to "capture" the needs of modern travellers.

In particular, Asia-Pacific travel has seen an impressive recovery, with tourism arrivals expected to reach 82% of pre-pandemic levels by the end of 2024.

Latest data showed significant growth in Asia to key markets, including Thailand, South Korea, Singapore, and Vietnam, reflecting robust demand across the region.

"With the rapid recovery of the Asia-Pacific travel market, we are seeing a surge in demand for more customised and seamless travel experiences," she said. "Our AI-powered tool and contents, like TripGenie and Trip.Best, are helping us build the future of travel, providing travellers with intuitive, data-driven solutions tailored to their preferences and behaviours."

With proprietary tools like Trip.Best, which analyses over 100 million user reviews, Trip.com Group says it is at the forefront of delivering curated options for hotels, flights, and experiences. More than 70% of users rely on this AI-driven tool for travel decisions, with 65% directly influenced by its recommendations.

See www.trip.com.

Rioja: a great place for a wine tourism talkfest

Logrono looks like a great spot for a junket. 

It is in the Rioja wine region in Spain and this week hosted the UNWTO Global Conference on Wine Tourism.

The tourism organisation reports that the conference had “the focus placed firmly on inclusion and sustainability for local communities and territories”.

But what was done? 

A few platitudes are forthcoming as we were told the event decided “paving the way towards inclusive growth, especially in rural areas, requires clear policies and a commitment to embracing digital transformation and innovation. Recognizing this, the conference brought together key stakeholders and leaders from across the growing wine tourism sector to address priorities including education, skills development and the effective use of data.”

What they actually decided remains a mystery. 

We do know the event welcomed thought-leaders - such a great phrase - from both emerging and established wine destinations, including Argentina, Armenia, Chile, France, Germany, Portugal, South Africa, Spain, and the US. 

“As well as celebrating the growing interest in wine tourism, the event made clear the challenges for building more competitive destinations and transforming demand into economic growth and social inclusion. Over two days, workshops and masterclasses focused on:

• Skills development and a better understanding of the impacts and trends of wine tourism were identified as crucial elements to create value and promote wine regions, ultimately enhancing their competitiveness.

• With the impact of climate change affecting the sector, experts debated how to progress sustainability in wine tourism as well and progress digitalization for better processes. Participants discussed the need to harmonise data collection, the use of new data sources and innovative strategies for expanding new products, outreach on social media, utilizing cutting-edge digital tools, and leveraging new technologies, including Artificial Intelligence, to create knowledge and a seamless experience.”

OK.  

I’m not sure we are any the wiser. But I’m sure everyone had a great time. 

Australia was not officially represented, as far as I am aware.

Maybe next time, when the conference will be hosted in that global hotbed of wine tourism: Armenia. 

Making tourism easier for people with disabilities

Travelling with a disability can be difficult. 

Even able-bodied people can struggle to cope with stairs,  access to public transport, and poorly designed public spaces. 

With 1.3 billion people globally estimated to have a significant disability, the United Nations World Tourism Organisation (UNWTO) says it has joined with key partners to further make tourism more accessible to all.

The UNWTO Conference on Accessible Tourism was held for a second time in San Marino this week, powered by the Ministry of Tourism of Italy and in partnership with the European Accessibility Resource Centre - AccessibleEU, an initiative of the European Commission. 

The result was San Marino Agenda, "a clean action plan for disability inclusion in every part of the tourism sector".

Talk is, of course easy. Action is much harder. 

At this year's two-day event, over 200 delegates discussed policy advances such as the international standard ISO 21902, which caters both to host communities and visitors, and covers the entire tourism value chain. 

The event featured a ministerial toundtable, bringing together San Marino, Italy, Republic of Korea, Uzbekistan, Czechia and Israel, to discuss governments' roles in advancing accessibility through policies, strategies and standards.

Innovation in accessible tourism was one of the key themes, with speakers presenting new solutions in access to transportation, leisure, MICE and tourism services. 

These included SEATRAC helping wheelchair users to bathe in Greece, city-wide Braille touchpoints and the first certified blind tour guides in Cape Town, and the fully accessible waterfront in Rimini.

Small steps. 

With one in six people expected to reach the age of 65 by 2050 more action is clearly needed. 

"Baby boomers" already account for over one third of the EU population and 70% of the EU citizens with disability have financial means to travel.

So that's a key driver. Money talks. 

 

The UNWTO said: "The Action Agenda is seen as a game changer for disability inclusion and tourism's contribution to the Sustainable Development Goals, with a commitment from it's those attending the conference to achieving concrete results.

"It includes measures to advance training, develop measurement systems and increase industry awareness of the advantages of a diverse workplace."

Image: Matt Doheny, Scop.io