According to a recent survey commissioned by Expedia Group, travelers spend an average of over five hours and review 141 pages of content while researching a trip. For Americans, it’s even more extensive at a staggering 277 pages, and this is just in the final 45 days before departure. However, generative artificial intelligence (AI) is set to simplify this process and allow companies to tailor recommendations to travelers’ specific interests.
The potential of AI in travel goes beyond simply planning itineraries. Companies envision AI functioning as a personal travel assistant that can communicate with hotels, draft travel budgets, and provide customized recommendations. This transformative technology has the potential to revolutionize the way companies approach travelers.
Currently, popular travel platforms like Airbnb don’t take past searches into account when providing results. This means that even if you have a history of booking upscale, contemporary homes, you may still be offered rustic, salt-of-the-earth rentals based on your set filters. However, AI could change this by building robust profiles about travelers, learning more about their preferences, and asking more fundamental questions like “Who are you, and what do you want?” This personalized approach aims to enhance the travel experience for customers.
While AI-powered personalization is not widely adopted yet, the ability to search vast amounts of data, understand natural language queries, and remember past conversations is convincing the travel industry and others of its potential. In a survey conducted by the National Research Group, a majority of respondents expressed openness to using conversational AI for trip planning. However, concerns over data privacy and accuracy still hinder widespread adoption.
Despite these reservations, major travel companies have already embraced AI technology. Trip.com, Expedia, eDreams Odigeo, and Airbnb are among those leveraging AI-powered chatbots to enhance the travel experience. These chatbots are capable of answering questions, showing images, providing maps, and even facilitating bookings.
In the summer of 2023, there was a surge of AI travel tech announcements. Amazon Web Services invested $100 million in a generative AI program, Booking.com introduced an AI chatbot called “Trip Planner,” and Priceline launched a platform named Trip Intelligence, led by an AI chatbot called “Penny.” Additionally, Tripadvisor launched an AI-powered travel itinerary maker called Trips, and HomeToGo introduced an AI Mode for natural language-based vacation rental searches.
The applications of AI in travel go beyond planning. Trip.com is exploring the development of a virtual travel guide, while Skift suggests that AI could be used to predict flight delays and handle negative online reviews. Chatbots, in particular, hold the potential to add value to the travel industry by enabling companies to operate with leaner customer service staff and focus on more complex issues.
Overall, generative AI has the potential to be a $28.5 billion opportunity for the travel industry, significantly transforming the way travelers plan and experience their trips.
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