Artificial intelligence and tourism, a promising association!

The introduction of artificial intelligence has now become an opportunity for the travel industry: streamlining the exchange between brand and consumer, personalized products and services… in short, a new era in customer relationship management!

Who in our time has not heard of a magical technology that has not ceased to produce good yields in various industries just because it was adopted! Well, just a few words can describe books that illustrate stories and success stories: Artificial Intelligence (AI)!

You may have noticed that AI means different things to different people. For some, AI is an artificial life form that can surpass human intelligence, while for others, AI can be called almost any data processing technology.

The term “AI” was first introduced as a branch of computer science and was later defined as the automation of intelligent behavior. In particular, two key characteristics that define AI, namely “autonomy” and “adaptability”. The first means the ability to perform tasks in difficult conditions without constant human guidance. As for the second characteristic, it represents the ability to improve performance by learning from experience.

Admittedly, AI has been around for decades, but it’s only recently that the topic has taken full swing and become “trendy” given the ability of these method sets to solve real-life problems and offer innovative solutions across a multitude of industries, including the tourism sector.

Considering that the travel industry is an intensive consumer of data, whether it is data collected and entered by companies at the time of booking, for example, or data generated by customers through social media… it has become necessary to improve the means used to promote and manage the products and services of tourism enterprises. to meet customer expectations and remain competitive in the global market. This is something that AI has already offered to tourism professionals.

Among the examples of the integration of AI in the tourism sector, we cite “chatbots”, multilingual conversational assistants adopted by websites or any social network, capable of both understanding and convincingly reproducing the type of responses a customer might have with an individual. Chatbots based on artificial intelligence are constantly improving thanks to “big data”. Thus, with each conversation, the robot is trained to give relevant answers that seem authentic to more complex and more human questions.

Algorithm-powered chatbots operate 24/7, allowing them to deliver information in real time and thus avoid delays caused by lack of employees or other customers being busy.

As a result, all travel service providers can take advantage of this technology, which allows them to be constantly attentive to the expectations of their customers, offer a personalized offer and therefore increase the conversion rate (i.e. the percentage of visits to the site turned into purchase acts).

For Morocco, which is part of a vision to accelerate digital transformation in various sectors, the introduction of this intuitive assistant has already seen the light in some organizations such as ONCF and CDG, but remains in its infancy with respect to tourism. and hospitality… Is it a lack of supply or demand? Or, more simply, the cost of acquiring these devices? Either way, the cost of accepting them is worth more than the cost of rejecting them!


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