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How AI is transforming the travel, tourism and hospitality industry for the better

Author Samir Abi Frem, Chief Executive Officer of Advanced Digital Technology


The average travel experience is loaded with useful data. From researching a destination to booking, arriving, and departing, a guest interacts with numerous different systems, leaving a vast amount of data in their digital wake. All very useful for the travel, tourism and hospitality industry, as it enables direct interaction with guests, paving the way for a seamless guest journey and an elevated guest experience. Artificial Intelligence (AI) is a game changer and the most dominant technology ever to have energized the digital transformation of the industry and to have impacted the guest experience across the travel lifecycle.

Accelerated by the COVID-19 pandemic and the need to communicate with guests in a better and safer way, AI is a driving force in the development of smart and connected hotels, including the digitalization of concierge services. By analyzing guest behaviors and profile preference, AI data can provide hyper-personalized recommendations to the guest based on their geo location, purpose of visit, available time, personal preferences, and more.

Essentially, AI works as an algorithm. It can access vast amounts of data from users, and it analyses this data in a smart and connected way. Not only can AI curate experiences based on the user’s own behavior and website searches, it can also build upon trends by other people, including other hotel guests or app users. The technology is extremely useful to the travel sector as a powerful tool to provide tailored recommendations and exceptional experiences, which in turn could result in improved guest satisfaction scores.

AI-powered tools such as our content platform Lokalee, provide travelers with all the information they need for their trip: from the planning stage and booking process to the arrival at their chosen hotel or holiday home to the discovery of the destination itself, all at their fingertips. Through mobile apps, travelers are now able to quickly receive and sift through personalized recommendations and tailored itineraries for local events, attractions, restaurants, galleries, activities, transportation and lifestyle services, available to them during their stay. For many travelers, and especially the new generations, emphasis is on unique and authentic travel experiences where they can “go local” instead of feeling like tourists.

Imagine going on a trip and being able to connect directly with your hotel, from pre-arrival to post-departure, so that all your needs and practicalities are taken care of without any hassle. No more queuing at the reception or concierge desk. Instead, you can go directly to your room, relax and start scrolling through the hotel’s services, facilities and latest offers on a mobile app. Your chosen travel app or website instantly recognizes what you prefer to do, see, eat etc. at your destination and gives you up-to-date recommendations for experiences during your stay. This kind of stress-free and tailored vacation is not taken from a future scenario. This is all possible now. There’s no doubt that Artificial Intelligence will continue to evolve and continue to innovate the travel, tourism and hospitality industry. Just wait and see.

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