The World Travel and Tourism Council (WTTC) Summit has been held in the Rwandan capital, Kigali, with experts emphasising the contribution of Artificial Intelligence (AI) in reshaping the tourism industry.
The event featured a thought-provoking session titled “AI: Threat or Promise?” held on Thursday, November 2.
Experts emphasised that AI-driven technologies are enabling organisations to enhance customer experiences, tailor services to individual preferences, and streamline operations. These advancements ultimately lead to a more seamless and enjoyable travel experience for tourists worldwide.
As technological advancements continue to infiltrate every facet of modern life and work, experts highlighted that AI is anticipated to experience substantial growth. Projections indicate that AI will achieve an annual growth rate of 37 percent between 2023 and 2030, ultimately creating 97 million new jobs by 2025.
The panel discussion revolved around the question of whether technological advancements, particularly AI, enhance or hinder the Travel and Tourism sector. The experts sought to address what the tourism industry must do to ensure it remains at the forefront of modern society and consistently exceeds consumer expectations.
Yves Iradukunda, the Permanent Secretary in the Ministry of ICT and Innovation, emphasised the role of AI in modernising various aspects of life.
“AI is reshaping how we live in Rwanda, accelerating change by harnessing the vast datasets at our disposal. Traditional systems were slow, and they failed to offer personalised experiences to citizens, limiting their overall encounters. AI is ushering in rapid change and fostering innovation, not only within the government but also in the private sector. We are witnessing the emergence of AI-driven applications and predictive analytics that enhance profitability and competitiveness for businesses and empower individuals to exercise greater control over their choices,” he said.
Julie Shainock, Global Managing Director for Travel, Transport Logistics, and Hospitality at Microsoft, delved into the ways AI is being leveraged in the hospitality sector. “In today’s context, personalisation is paramount. Understanding the traveller, knowing them, and catering to their preferences are key objectives. This personalisation translates into enhanced upselling capabilities and increased revenue potential. This is precisely how AI is harnessed within the hospitality sector.”
Shainock also highlighted practical examples of AI’s utility, saying: “AI is currently enabling airlines to make critical decisions, such as determining how long they can hold a flight to prevent passenger misconnections. It aids in weather analysis and allows airlines to strategize and make necessary adjustments to ensure the safety of their assets and maintain flight schedules.”
“Our communication and collaboration platform leverages AI to optimise turnaround times and monitor channels throughout the day. We even employ ChatGPT to identify flights that might experience delays and manage them proactively. These innovations are paving the way for enhanced efficiency and the realisation of AI’s potential promises,” she said.
Mark Antipof, Chief Growth Officer at HBX Group, a player in the TravelTech business-to-business ecosystem, provided insights into the evolving landscape of data-driven decision-making, particularly with regard to AI’s amplification of data understanding.
He said: “Data and decision-making, especially in terms of data utilisation, have been part of business strategies for a considerable time. What’s truly remarkable in the realm of AI is the unprecedented scale of data comprehension that it enables—almost like steroids for understanding.”
Antipof underlined the enduring nature of AI’s influence, stating: “This trajectory is set to persist, and it’s not a passing trend. AI is here to stay, and there’s no uncertainty about it. What remains to be seen is how consumers embrace and define their relationship with data. Within this expansive landscape of vast personal data about individuals and their activities due to constant connectivity, users have the ability to decide what they are willing to share.”
“It’s a realm of substantial information that potentially affects every aspect of one’s life, and while some might opt for openness, regulation plays a pivotal role in ensuring the privacy and choices of individuals,” he said.
Nelson Boyce, Google’s Managing Director of Travel, provided insights into how AI is transforming the landscape of advertising and media. During his address, Boyce highlighted two key aspects: “the evolving technology landscape and growing concerns about consumer privacy, specifically the diminishing importance of third-party cookies.”
To explain, third-party cookies are small pieces of data that websites store on a user’s device to track their online behaviour and gather information. These cookies have historically been vital for targeting advertisements based on a user’s browsing history. However, with increasing privacy concerns and regulations, the use of third-party cookies is becoming less reliable and effective for advertisers. This shift has spurred the adoption of alternative methods, such as AI, to personalise and optimise ad campaigns while respecting user privacy.
Boyce outlined three key ways in which AI benefits advertisers. “Firstly, AI instills confidence by enabling effective ad delivery without relying on cookies. It utilises predictive modelling to understand audience behaviour. Secondly, AI enhances the speed and precision of delivering personalised messages to the right audience at the right time. Finally, AI fosters creativity by allowing creative professionals to become creators, enabling iterative thinking and testing. These AI-driven advancements align with consumer privacy expectations and offer advertisers valuable insights.”
The experts concluded that AI holds a promising future for the tourism sector, particularly when complemented by proper personalization, policies, and regulations. Countries that have invested in AI infrastructure and applications are better equipped to streamline service delivery to tourists, thereby attracting more visitors.
Areas where AI can be especially beneficial include air ticket purchases, optimising airport layovers and other airport services, hotel and trip bookings through chatbots and virtual travel assistants, targeted advertisements, and even immersive virtual travel experiences in the metaverse, among other applications.
Delegates during a panel on potential of AI in the tourism sector.
