Tour operators are always looking for ways to improve their customer service, increase their sales, and stand out from the competition. One of the most promising technologies that can help them achieve these goals is artificial intelligence (AI).

AI is the ability of machines to perform tasks that normally require human intelligence, such as understanding language, recognizing images, learning from data, and making decisions. AI can help tour operators in various aspects of their business, such as:

• Personalization: AI can help tour operators provide personalized customer service by analyzing customer data and preferences, and offering customized recommendations and itineraries. For example, Tui, the world’s largest tour operator, has started using ChatGPT, a generative AI tool that can produce informative responses and suggestions for holiday destinations and activities¹. By using AI, tour operators can create more relevant and engaging experiences for their customers, and increase their loyalty and satisfaction.
• Content creation: AI can help tour operators create high-quality content for their websites, blogs, social media, and marketing campaigns. By using generative AI tools like ChatGPT, tour operators can produce original and SEO-friendly content in seconds, without the need for human writers or editors. For example, travel industry consultant Peter Syme has used ChatGPT to create blog posts, newsletters, and video scripts for his clients². By using AI, tour operators can save time and money on content production, and attract more visitors and leads to their online platforms.
• Automation: AI can help tour operators automate various tasks and processes that are repetitive, time-consuming, or error-prone. For example, AI can help tour operators handle customer inquiries, bookings, payments, confirmations, feedback, and complaints through chatbots and digital assistants. AI can also help tour operators optimize their pricing, inventory, distribution, and revenue management through data analysis and prediction. By using AI, tour operators can improve their efficiency and productivity, and reduce their operational costs and risks.
• Innovation: AI can help tour operators innovate their products and services by creating new and unique experiences for their customers. For example, AI can help tour operators create hybrid digital tours that combine real-world experiences with virtual elements. Autoura, a digital experience platform for real-world experiences, uses AI to create personalized and immersive tours that include audio guides, augmented reality, gamification, and social interaction³. By using AI, tour operators can differentiate themselves from their competitors, and offer more value and excitement to their customers.

AI is not a threat to the human element of tour operating, but rather a powerful tool that can enhance it. By adopting AI in their business strategy, tour operators can leverage the benefits of technology to improve their customer experience and boost their sales. However, to successfully implement AI in their business, tour operators need to:

• Choose the right AI tools that suit their needs and goals
• Train their staff on how to use AI tools effectively
• Monitor and evaluate the performance and impact of AI tools
• Ensure the ethical and responsible use of AI tools

AI is the future of travel and tourism, and tour operators who embrace it will have a competitive edge in the market.