TripAdvisor has identified widespread uncertainty over the role artificial intelligence may play in the future of travel bookings.
Speaking yesterday during a panel discussion hosted by Accor at SXSW Sydney, the platform’s Head of Australia and New Zealand, Jessica Small, said a survey conducted by the company showed travellers are worried AI may cost them the “special feeling” they get when booking a holiday.
Small said the new study was based on TripAdvisor’s planning and booking data taken from an AI-powered tool it hosts on its main website.
“When we asked for that deeper sentiment, we actually found out that travellers don’t want to lose that personal touch, or they also don’t want to think that their trip is like everyone else’s,” Small said.
“When I think about AI [and] the use of AI in trip planning, I think everyone must be getting a different result.
“But actually, in some cases, AI is actually giving you the same result, and you’re being recommended the same trip, which is not really the way that it should be used, so I think there’s some worry,” Small added.
Destination NSW General Manager of Consumer Marketing, Katherine Illy, said the travel industry is already at a crossroads with AI adoption in terms of how to present travel experiences as real and genuine content with increasing skepticism over fakes.
“How do you combat the growth of generative AI with actually telling authentic and genuine stories,” Illy queried.
“How will we know what is real and what the truth is?”
MyTravelResearch CEO Carolyn Childs said one unintended consequence of AI in travel planning may be fuelling overtourism and potentially impacting travel experiences by removing their unique nature.
Moderating the panel, Accor Pacific COO Adrian Williams countered this theory however, suggesting if unique experiences become less prevalent, AI may also open up new experiences that may have never been found.
