Inside Generative AI's Promise for Travel Booking
25.08.2023 - 14:07
/ skift.com
/ Justin Dawes
/ Generative Ai
Microsoft took over tech headlines last week when it said that its search engine, Bing, is being relaunched in partnership with generative artificial intelligence chatbot ChatGPT.
This comes shortly after Microsoft announced a multibillion dollar investment into OpenAI, the startup behind ChatGPT.
If Bing is getting this new AI capability, and Google has similar plans, it begs the question of how online travel agencies and other brands are implementing generative AI in an effort to keep up.
Some online travel agencies are making serious moves, if they haven’t implemented something already, as they envision a future powered by generative AI.
Beyond much hype and headlines in recent weeks, the immediate opportunity with generative AI in travel planning seems to be helping in the pre-planning phase, before travelers really know what they want or do not want. But experts envision that booking technology powered by generative AI could move away from the typical process of filling out forms in multiple web pages, toward a fully integrated process that begins conversationally without so many cumbersome steps.
“That’s much more compelling than going to TripAdvisor, and it will be for sure,” said Marc Mekki, who worked for over a decade as a tour operator and now coaches organizations on how to make sense of tech innovation. Mekki is scheduled to speak about generative AI at the travel industry conference Arival next month in Berlin.
The companies that will be able to capitalize on the opportunities are those that can adapt quickly and embrace change, said Patrick Surry, chief data scientist of Hopper, in a statement to Skift. Hopper, a travel agency app that’s pioneering fintech options like price freezes, did not grant an interview request on the topic, but Surry said in the emailed statement that generative AI could permeate much of what the company does.
“We think it has the potential to impact how we interact with our own customers,” Surry said. “There’s some interesting use cases that we hope to explore such as improving automation and responses for common customer service requests through chat (and eventually even speech and video), as well as concierge-like services to recommend travel destinations, create personalized itineraries and the like.
“It will also have a big impact on how we work, particularly in product development as we learn to use these new tools to improve the speed and quality of delivering our products and increasing our own efficiency and productivity. We will be able to experiment with how this can assist software development, as well as other use cases like making job descriptions more attractive to specific audiences.
“And I suspect this is just the beginning — we’ll need