For decades, artificial intelligence has been hailed as the technology of the future. Life-like robots have long appeared in science fiction movies, and novels have predicted that technology that can think for itself may one day take over the world.

While these futuristic depictions may seem a bit extreme, the reality is that artificial technology is no longer the way of the future — it’s our present reality. It currently plays a significant role in the travel industry, and its prevalence will only continue to rise in the coming months and years.

What is Artificial Intelligence?

Artificial intelligence is defined as technology that can complete thought processes for itself, without human interaction, manipulation or control. Artificial Intelligence technology can perform a variety of tasks, ranging from communicating with a device user, translating a language or making a decision.


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Pros & Cons of Artificial Intelligence

  • PRO — There are many simple forms of artificial intelligence that can be easily implemented into any tour and activity company, which makes it convenient for business owners who want to take advantage of this type of technology. Chatbots, for instance, are one of the simplest and most cost effective forms of artificial intelligence. These bots can respond to prospective travelers questions and feedback, and can improve your overall communication strategy with your customers.
  • PRO — Artificial intelligence has the capability of analyzing large amounts of data in a short amount of time. By streamlining the data analysis process, a tour and activity operator can better use that data to make decisions regarding their business strategy. In addition, this type of data analysis can provide tour and activity operators with the key to effectively personalizing the experience that a tourist enjoys while participating in a tour or activity.
  • CON — Artificial intelligence is still relatively new technology. There are still bugs to be worked out within the artificial intelligence that is available, and travel industry leaders are still discovering how to use this technology most effectively. Noting that there will be significant changes to artificial intelligence as this technology grows and matures, tour and activity operators may feel apprehensive about implementing it within their business. It’s important to research the artificial intelligence technology that is being considered, and to understand the direct value that it will add to the tour and activity company.
  • CON — Travel industry experts have yet to figure out exactly what travelers want and need from artificial intelligence. The reality is, tour and activity operators need to implement specific artificial intelligence that will add value to the customer experience with their brand. At this point, experts are still figuring out what works and what doesn’t.

The global economy will continue to be impacted by the rise of new technology, and the travel industry is no exception. Tour and activity operators who want to stay informed about the latest and greatest technology and how they can continue to implement artificial intelligence into their own business should follow the Rezdy blog today.

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