Artificial Intelligence: Driving the Next Revolution in Travel?

Artificial intelligence (AI), that is the ability of machines to imitate human intelligence processes, and machine learning, a branch of AI concerning the possibility for computers to learn when exposed to new information, are acquiring an increasingly important role in the travel industry and are expected to be among its main disruptors in the next few years. In particular, the huge amount of data collected by companies through the online and mobile channels from internal and external sources, the technological advancements in data analytics and the rise of AI agents, such as chatbots, are expected to drive significant changes in the way travel companies market their products, communicate with their customers and are able to assist them throughout the travel experience. Leading travel and technology companies, including among others, Google, Facebook, Expedia, Priceline, TripAdvisor and Airbnb, are currently working on the application of artificial intelligence and machine learning technologies to address the needs of their customers in a more efficient and customised way in order to increase conversions and loyalty. Artificial intelligence is at the heart of big data analytics used to predict customer behaviour and offer intelligent recommendations based on customers' preferences. Automated and instant analysis of the huge amount of data companies collect about their customers will mean in the next few years an increasingly personalised shopping experience for travel consumers, which at the same time will result in higher rates of conversions into sales and in a more productive shopping experience for consumers.