Friday, March 8, 2024
At ITB Berlin 2024, Glenn Fogel, CEO of Booking Holdings, endorsed the use of artificial intelligence (AI) for enhancing customer service in the tourism industry. He presented a vision titled “Leadership, Innovation, and the Future of Travel” at the Convention’s Future Tracks section, highlighting how AI can revolutionize the travel industry.
Fogel compared the personalized service offered by traditional travel agencies, where agents knew customers’ preferences and could provide tailored recommendations and assistance, to the capabilities of GenAI (generative artificial intelligence). He emphasized that GenAI can offer even more personalized and comprehensive advice by leveraging vast amounts of data.
One of the first steps in this direction is the integration of an AI-powered travel planner on GenAI’s booking.com platform. This planner uses AI to enhance Booking.com’s existing machine learning models, which recommend destinations and accommodations to millions of travelers daily. OpenAI’s ChatGPT provides technological support for these advancements in generative AI, enabling continuous development and improvement of customer experience on the platform.
The AI Trip Planner allows travelers to engage in real-time conversations, providing information about their specific requirements and receiving tailored suggestions. It can offer ideas for destinations, accommodations, and even generate itineraries for cities, countries, or regions, all within seconds. The ultimate goal is to create a single platform that encompasses the entire travel experience, including travel options, payment systems, and more intelligent solutions.
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