This digital revolution is by no means over, and travellers’ behaviour continues to evolve, especially with the rise of artificial intelligence.
It is still early days, but a report from the Amadeus IT Group, which provides software for the global travel and tourism industry, reveals how AI is already playing a predominant role in the way trips are planned and built.
Conducted among 6,000 travellers worldwide, the Travel Dreams* report reveals how only a small proportion of travellers would not trust AI to give recommendations when building a future trip – namely 13% of all travellers surveyed, and only 3% of Gen Z.
Half of travellers would use AI to find the best places to dine at their destination (50%), for example.
Furthermore, no fewer than 54% of business travellers would be open to AI helping make reservations for them, while 50% would be happy for AI to recommend the best entertainment venues (50%).
Meanwhile, 18% of travellers would trust AI to write reviews of their experience in a hotel or restaurant.
It is clear that artificial intelligence can meet many travellers’ needs when it comes to sourcing information.
According to this report, the things travellers most want to know about a destination before they visit are the best places to eat (54%), how to get around (49%), safety tips (44%), and hidden gems that are off the beaten track (43%).
At a time when 56% of travellers consider value for money a key factor when seeking their next destinations, many already view AI as a means of improving their travel experience.
For example, AI-powered virtual travel assistants for personalised recommendations are seen as a tool that would enhance a hotel stay. This is the case for 28% of all travellers, and 42% of business travellers.
Similarly, 25% of all travellers would not be against the use of an AI chatbot to answer their questions when they are in a hotel.
In addition to AI, virtual reality also has a role to play in the travel sector. This technology could help travellers to visualise themselves somewhere before making the decision to visit. In fact, 66% of leisure travellers would like to visit a destination virtually before making a booking.