Is AI the genie in the travel industry bottle?

If you do your travel research, planning and booking online then Artificial Intelligence may be lending you a hand, like it or not.

AI is providing data-driven insights and new tools for travellers, the Trip.com group said at this week's ITB Asia 2024 event, hosted at Marina Bay Sands in Singapore.

Technology paves the way for the future of travel, the Trip.com group said with a special focus on AI-powered personalisation, data-driven insights, and new tools for travellers.

The company showcased how it is shaping travel experiences globally through technological solutions.

On the opening day of the conference, Han Feng (above), head of marketing at Trip.com Group, delivered a keynote titled Embracing the Digital Era: How Technology is Transforming the Future of Travel.

She emphasised how AI is beneficial in enhancing quality, increasing operational efficiency, and reaching diverse global audiences.

Feng highlighted how AI-powered digital ads and real-time insights have driven a 25% increase in impressions and a 42% improvement in return on investment (ROI) across global markets.

She also underscored the role of Trip.com's AI travel assistant, TripGenie, which has doubled the order conversion rate and improved user engagement, with travellers spending an average of over 20 minutes more on the app when interacting with this tool.

This powerful combination of AI-driven solutions has reshaped the way travellers discover and book their trips, she said.

Feng added:, "Our AI innovations are not only transforming the traveller experience but also driving operational efficiency at scale. AI-powered digital ads have resulted in a 30% increase in global ads performance, while AI-driven content and search functionalities provide personalised travel recommendations, catering to the evolving needs of modern travellers."

In a session titled Travel Innovation Toolkit: Essential Tools for Success in Building the Next Frontier of Travel Experiences, Ru Yi, assistant vice-president for International Markets (APAC) at Trip.com Group, emphasised how AI-powered tools are allowing the company to "capture" the needs of modern travellers.

In particular, Asia-Pacific travel has seen an impressive recovery, with tourism arrivals expected to reach 82% of pre-pandemic levels by the end of 2024.

Latest data showed significant growth in Asia to key markets, including Thailand, South Korea, Singapore, and Vietnam, reflecting robust demand across the region.

"With the rapid recovery of the Asia-Pacific travel market, we are seeing a surge in demand for more customised and seamless travel experiences," she said. "Our AI-powered tool and contents, like TripGenie and Trip.Best, are helping us build the future of travel, providing travellers with intuitive, data-driven solutions tailored to their preferences and behaviours."

With proprietary tools like Trip.Best, which analyses over 100 million user reviews, Trip.com Group says it is at the forefront of delivering curated options for hotels, flights, and experiences. More than 70% of users rely on this AI-driven tool for travel decisions, with 65% directly influenced by its recommendations.

See www.trip.com.