Tech Whisperer MD, ET TravelWorld

The future of travel is on the cusp of a transformative era, shaped by the omnipresence of digital technology and the accelerating power of artificial intelligence. The advancements in artificial intelligence are equipping the travel industry with a set of tools to redefine how travel is planned, booked, and experienced.

Generative AI, a more recent technological innovation, has shown great promise, particularly in areas like itinerary creation, content generation, and marketing personalisation, shared Jaspreet Bindra, Managing Director and Founder of Tech Whisperer Limited, UK.

“While generative AI is indeed making an impact, it hasn’t yet matched the profound influence of traditional AI or machine learning. Generative AI has found its initial use cases, particularly in assisting travel agents in constructing itineraries more quickly and efficiently, sometimes even enhancing their quality. Additionally, marketing in the travel industry, known for its visual nature, benefits greatly from generative AI. It can generate a multitude of creative units, visuals, and videos at scale and, with the help of AI, target them toward the right audience,” he stated.

When considering the traditional AI, Bindra said that it has been a pivotal force in enabling the industry for several decades. He emphasised that AI has played a critical role in streamlining various processes within the industry, from flight scheduling to hotel reservations, and has proved integral to ensuring safety, optimising pricing strategies, and even powering ride-sharing services such as Uber and Ola.

“In fact, without AI, it’s safe to say the industry would come to a standstill.”

Human touch vs. Generative AI

The backdrop of technological progress has also fundamentally altered the expectations of consumers. According to a McKinsey report, since 2013, the amount of time people spend on digital devices has skyrocketed by 70 percent, a trend that gained unprecedented momentum during the pandemic, as online interactions increasingly supplanted in-person experiences.

Yet, there is a balance between human agents and generative AI in providing personalised services, believes Bindra. While generative AI can expedite the creation of personalised itineraries, Bindra firmly believes that it won’t replace the role of travel agents, he added, saying, “I firmly believe that AI will not replace your job or any job, for that matter. However, someone who utilises AI effectively will have the upper hand.”

He further explained that the demise of the travel agent was foreseen more than ten years ago, yet travel agents continued to thrive. Even with the advent of travel aggregators like MakeMyTrip and Kayak, which led people to believe that travel agents were no longer necessary, they maintained their relevance, added Bindra. “This is primarily because the personalisation, skills, collaboration, and the human connection that travel agents offer have not been replaced and are unlikely to be replaced in the foreseeable future. However, here’s the catch: a proficient travel agent who employs generative AI can outshine a traditional agent who doesn’t harness these algorithms,” he asserted.

When asked about the concept of virtual tour guides, Bindra shared that those powered by AI applications on personal devices and leveraging GPS data to provide information and guidance to travellers are the most significant ones. While acknowledging that they can’t fully replicate the personal touch of a human guide, Bindra underlined their potential to serve as an entry point to the new kind of a travel experience.

“Looking ahead, it’s entirely possible that virtual guides may venture into the metaverse, accompanying travellers’ avatars on their virtual adventures,” he forecasted.

Tech advancements and sustainability

Sustainability is a pressing concern today, especially in the context of the tourism industry. It’s a topic that has gained prominence, especially during high-profile gatherings like G20 meets concluded recently.

“In India, sustainability isn’t yet the paramount concern, but on a global scale, it’s ascended to the top of the agenda, particularly within the realm of travel and tourism. The primary focal point here is the sizable carbon footprint associated with travel. Aircraft, and increasing sea travel, have earned notoriety for their substantial carbon emissions. Even the countless vehicles crisscrossing within our country, traveling to and from various destinations, contribute significantly to this vast footprint,” Bindra explained.

The key question, he reiterated, was whether technology addresses this issue. “The answer is a resounding yes, and it does so on two fronts—both in the near and the long term,” Bindra continued. “In the near term, it’s not just digital technology or AI; various green innovations come into play. Green fuels have begun making their mark in aviation and cruise sectors, offering the promise of reduced carbon emissions. With these technologies, we can actively strive to mitigate the environmental impact.”

Yet, for those well-versed in the world of technology, the prospect of AI also enters the equation, he added. “In some cases, AI can contribute to diminishing the carbon footprint. For instance, travel enthusiasts can visit Western travel websites and make travel choices that align with their eco-friendly values.”

Additionally, the metaverse and virtual reality technologies, as they advance, will promise to offer travel experiences with a significantly lower carbon footprint compared to traditional physical journeys.

“Lastly, AI’s potential to catalyse newer technologies, such as nuclear fusion, holds the promise of producing the green fuels. These long-term innovations could revolutionise the way we do our journeys, significantly reducing the environmental impact,” Bindra asserted.

Besides sustainability, Bindra identified the growing influence of virtual reality and the metaverse, and the increasing utilisation of AI and generative AI for marketing, content creation, and itinerary planning as the key trends dominating the travel space.

He encouraged travel professionals to proactively engage with these trends, highlighting that embracing sustainability can give them a competitive edge. He predicted that virtual reality would become more user-friendly, offering entirely new and immersive travel experiences. Lastly, he stressed that experimenting with AI and generative AI technologies could enhance personalisation and efficiency in the travel industry.

By staying ahead of the curve and embracing these trends, Bindra believes the travel industry can excel and continue to evolve in the technology landscape.