The tourism industry has entered a new era thanks to technological advances, particularly with the integration of generative artificial intelligence. These AI-powered tools are transforming travel experiences and meeting the increasingly demanding expectations of tourists, before, during and after their stays. Digitization has become indispensable for all players in the sector, whatever their field of activity or size. From finding hotel reviews to the best itineraries and activities, to comparing rates, artificial intelligence is involved at every stage of the customer journey. 73% of travelers say they use AI tools for travel-related tasks, a proportion that rises to 87% among 18-24 year olds. Today, it benefits travel agencies and hotel groups looking to improve their targeting. Optimizing operations, forecasting demand, filling: AI accompanies companies on all fronts. It can even help them with predictive analysis, anticipating both the risk of cancellation and market trends. While AI does not generate demand, it is necessary to seize opportunities when they arise. In this context, what are travelers’ expectations?
A frictionless experience and flexible booking management
Organizing a trip can be a time-consuming and complex task, especially as 60% of French people don’t have a specific destination in mind when they start booking their trip. For inspiration, they spend time online, on blogs, social networks, airline websites or watching advertisements. To encourage them to take the plunge, travelers want a seamless experience on online sites, from booking to check-in to itinerary management. The integration of artificial intelligence simplifies this process, offering intuitive navigation and automating numerous tasks such as online check-in or travel document management. In their quest for flexibility when planning their vacations, 41% of travellers want to be able to cancel their reservation free of charge, and 40% want to be able to modify it free of charge. Thanks to advanced technologies such as chatbots and AI systems, capable of handling these requests quickly and efficiently, e-tourism players need to offer flexible booking policies to build trust and customer loyalty in an increasingly competitive market.
Real-time information
Reactivity is a key expectation of travelers. 54% of French people want to be able to book their vacations at the last minute, leading to peaks in connections, bookings and conversations with advisors as the vacations approach. To meet these fluctuations, travel companies need to find new solutions. The integration of AI and, more specifically, chatbots and callbots on websites makes it possible to classify requests, handle those that don’t require the intervention of an advisor, and make others wait for a connection. In the tourism sector, a virtual assistant can respond 24/7 to a variety of requests, such as general information and logistics (check-in, services, rates and conditions, loyalty programs), reservations and purchases (bookings, modifications or cancellations of accommodation, car rentals, plane or train tickets), after-sales service (follow-up information, reservation modifications or cancellations, refund requests), as well as opinions and feedback (satisfaction surveys, suggestions). This permanent availability reassures passengers and enhances their overall experience.
Increased personalization for memorable experiences
Today’s travelers are no longer simply looking for exotic destinations or luxurious hotels. When customers enjoy a personalized experience, they are 44% more likely to become repeat buyers. They look for vacations that provide unique and unforgettable experiences, and prioritize activities and accommodations that allow them to discover local culture, gastronomy or traditions tailored to their specific preferences and needs.
Bots, thanks to data analysis and artificial intelligence, are now able to offer tailor-made itineraries, restaurant recommendations based on food tastes, and local activities that match travelers’ interests. This ability to respond individually to travelers’ expectations not only enhances their experience, but also boosts loyalty.
This summer, travelers expect tourism companies to take full advantage of artificial intelligence to deliver a seamless, personalized and secure travel experience. 41% of French people say they are ready to chat with a chatbot rather than an agent to get recommendations, organize their trip or suggest contingency plans in case of the unexpected. This proportion rises to 58% among 25-34 year-olds and 62% among 18-24 year-olds, demonstrating the enthusiasm of the new generations for these technologies. The integration of these technologies reduces friction during the booking process, cuts the time needed to complete a transaction and improves the overall user experience, making the booking process more pleasant and efficient. Players in the tourism sector who are able to meet these expectations will benefit from a clear competitive advantage, helping to redefine travel standards.
To find out more, discover the success story of our client Goélia, a vacation residence and club company.
1 – Source: Edreams Odigeo
2 – Source: Expedia platform study conducted with Luth Research
3 – Source: Travel Predictions 2022, booking
4 – Source: national federation of institutional tourism organizations
5 – Source: Econsultancy
6 – Source: Zendesk and Yougov study
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