Technology is playing an important role in improving travel experiences for both customers and businesses. However, as scientist Vaclav Smil once pointed out, we live in a world of “exaggerated promises and delusional pop science.” This thought-provoking idea was raised at the start of a recent webinar, where leaders from the travel industry discussed how technology genuinely shapes the future of travel.
The role of technology in travel
The travel industry is complex and made up of many different players, from small operators to large companies. Technology helps bring these groups together, making it easier for them to work together and offer better services to their customers.
Marc Wieland, CEO and founder of Palisis, spoke about the role of tech in helping operators meet the growing expectations of travellers. He explained that technology needs to keep up with what consumers want, particularly when it comes to providing seamless and efficient services.
Overcoming industry fragmentation with AI
Despite all the advances in technology, the travel industry is still quite fragmented. Different operators in different regions have different needs, making it hard to have a one-size-fits-all solution. However, AI is starting to help with this by making services more personalised and efficient.
Griffin Henbury, CEO of Gray Line Worldwide, explained how AI is helping operators better understand their customers. By analysing customer reviews and bookings data, businesses can create better experiences and improve their operations. AI, along with other technology, is making it easier to deliver the services that customers expect.
Solving real-world problems with technology
One of the biggest challenges for operators has always been ensuring customers have a smooth journey. Technology is helping with this in many ways, like offering real-time translations, making booking systems more straightforward to use, and improving how customers get information.
Sarah Dines from Viator, a global online travel agency, shared her thoughts on how data and AI are helping businesses improve the customer experience. By using customer reviews and interactions, businesses can learn more about what people want and deliver a more tailored service. Sarah said, “It’s not just about selling a product, but creating a smooth and memorable experience for every traveller.”
The future of travel technology
Marc Wieland explained it:
“Our job as a tech provider is not about pushing our brand. It’s about making sure everything runs smoothly for the customer.”
Looking ahead, all three experts agree that AI and technology will continue to change how we travel. However, the human touch will always be necessary. Technology can help improve the business’s operational side, but the people make the experience special.
Watch the full webinar
To dive deeper into how technology is transforming the travel industry, watch the full webinar. Watch the video now.