Speaking during the Travel Technology Initiative’s 2023 Summer Forum on Wednesday (14 June) at the House of Lords, managing director and co-founder of Smartseer Andy Owen Jones said when it comes to data, "there is almost nothing" in travel that can’t be improved by AI.
"Every travel company will be affected by AI sooner or later," he told delegates. "So everyone needs to understand it – we are a rules and data based industry, which is where AI thrives.
"Most of the data in travel has not been analysed. It has been collected, but not analysed, which is again something AI can do faster than any human."
He advised the industry’s flexibility when it comes to selling travel will become "more and more" important as AI continues to develop.
Jones was echoed by Baroness Ros Altmann, who urged travel to "keep abreast" of technology developments as they come through, and not to be "left behind" as the developments evolve.
"The government is very keen to get the British hospitality industry moving again," she continued, advising attendees – and the wider industry – to contact their MPs to raise concerns they may have over the government’s handling of the travel industry.
"If there are other issues in travel that you feel are being neglected by the government, and are required to get hospitality moving again, get in touch with your MP," she added.
Meanwhile, professor Dimitrios Buhalis, director of eTourism Lab and deputy director of the International Centre for Tourism and Hospitality Research at Bournemouth University, warned mid-sized travel companies are most at risk when it comes to AI.
"The big companies will lead the way with technology, while the small companies will win with their empathy and consumer contact," he explained.
"But those in the middle, who aren’t experts in either, will suffer and be the most impacted by AI."
