The advent of information and communication technologies (ICTs) has sparked a significant transformation within the tourism and hospitality sector. The prevalence of travel websites, which are known for their open sharing of information, has been established for a considerable duration. These platforms are now facilitating the adoption of increasingly advanced intelligent systems within the tourism and hospitality industry. Given the intricate nature of decision-making processes in the context of travel, intelligent systems and tourism are highly compatible. The advent of service automation, artificial intelligence, and robotics has presented tourism companies and organizations with a plethora of novel prospects. The utilization of artificial intelligence in different sectors of the tourism industry has been observed to a certain degree. However, there remains a limited amount of scholarly literature available on this topic. This chapter aims to further explore the emerging field of artificial intelligence applications in the tourism industry, as well as the key trends in this field.
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The term “travel technology” encompasses a wide range of technological advancements, including AI, information technology (IT), e-commerce, and other related solutions. These advancements are specifically applied within the domains of tourism, travel, and hospitality. Hotel and tourism technology is designed to provide support to businesses and their staff, enhance the travel experience for customers, or fulfil both objectives simultaneously.
The underlying objectives or rationales for the implementation of travel technology encompass the automation of travel and associated procedures, the optimization of time utilization, the mitigation of expenses, and the facilitation of a more streamlined travel encounter for individuals. The utilization of technology can be employed to augment the customer experience prior to, during, and subsequent to the journey.
The utilization of travel technology has the potential to enhance operational efficiency for businesses by streamlining processes and automating tasks that have traditionally relied on human intervention. Implementing this strategy can potentially assist a business in minimizing their staffing needs, reducing expenses, and augmenting their revenue generation, thereby resulting in enhanced financial outcomes.
Furthermore, the integration of technology can provide substantial benefits to businesses by enhancing precision and efficiency, thereby mitigating the occurrence of human errors. Nevertheless, it is imperative to consistently stay abreast of the most recent advancements in tourism technology in order to employ optimal solutions and prevent other enterprises from gaining a competitive advantage.
It is imperative for businesses to consistently stay abreast of the most recent advancements in travel technology, as this practice is also adopted by their primary competitors. Allowing individuals to adopt new technology poses the potential risk of granting them a substantial advantage. Simultaneously, one may become complacent, particularly when the technology is intended to provide advantages to customers.
As emerging trends and established technologies continue to shape the market landscape, customers increasingly demand a specific level of experiential quality and seek the associated convenience. Customers are likely to experience a sense of disappointment in the event that your business does not meet the aforementioned expectations. Consequently, this may subsequently result in adverse evaluations and harm to one's professional standing.
Simultaneously, staying abreast of advancements in travel and tourism technology can also prove beneficial for employees and potentially facilitate the recruitment process, as prospective candidates are likely to be attracted to opportunities involving cutting-edge tools, particularly if they contribute to stress reduction.
A trend can be characterized as a broad advancement within a specific domain or as a broad alteration in conduct. In the field of hospitality, various factors contribute to alterations in consumer behavior, consequently driving the emergence of significant travel technology trends.
The adoption of smart speakers in hotels, virtual reality tours offered by travel companies, and streamlined check-in processes that eliminate the need for queuing and interacting with reception staff are examples of how emerging technologies, such as AI-based applications, voice search, virtual and augmented reality, facial recognition technology, and the Internet of Things, have influenced various industries.
In contemporary society, individuals have become more reliant on contactless payment methods, voice-activated search functionalities, and mobile applications in their daily lives. Consequently, it is logical to observe a similar trajectory in the adoption of technological advancements within the tourism industry. The COVID-19 pandemic has also expedited certain behaviors, thereby intensifying the demand for solutions such as cleaning robots. The main topics to be covered in this chapter includes the following;
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The Scope of Artificial Intelligence in the Tourism Industry
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The Application of Artificial Intelligence in the Tourism Industry: Prominent Use Cases
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The key technology trends in the tourism and travel industry
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The tourism industry presents various challenges for the implementation of AI technologies
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The future implications of artificial intelligence in the tourism industry