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THE TRAVEL TECH SHOW AT WTM
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Day three saw another set of expert sessions as contributors took to the various stages.
Chatbots are not going to take over the world yet but solid use cases are emerging according to experts speaking during the fi nal day of the Travel Tech Show at WTM. John Newbold, co-founder of digital experience agency 383, said companies need to cut through the hype and be specifi c about when and where bots should be used.
He said: “As with most things, the best bots will be built on strong specifi c use cases with good user experience.” Newbold also provided fi ve thoughts for bot design which include not assuming they will be right for everything and how effective they will become when they can chat to each other to deliver “blended useful information.” TourCMS founder Alex Bainbridge said he could see good use cases in the tours and activities sector such as bots answering queries when offi ces are closed but consumers are still booking tours.
He added that bots would work well for multi-day tours when most customers need to speak to an agent during some part of the process.
“If we could narrow that down a little with bots we could probably sell twice as many tours.”
Other speakers on the panel, which
was organised by Digital Tourism Think Tank, pointed to the impact of chatbots
78 WTM Review 2016
in Asia. Sandro Cuzzolin, senior manager, business development, Amadeus Travel Audience, said that chat service Line is years ahead in terms of integration with shopping, taxi services and payments. The session fi nished on a cautionary note however with Newbold highlighting that the challenge for big companies would be enabling bots to access data from their existing technology. Bots came up at other panels with experts predicting that some of the established platforms, such as WeChat, are a safer bet than travel companies trying to implement proprietary systems.
iambassador hosted two sessions in the WTM Inspire Theatre. During the Digital and Infl uencer Marketing Developments and Trends iambassador presented the Social Travel Summit Think Tank report. This report summarises the discussions and conclusions of a select group of digital marketing executives from DMOs and brands as well as travel bloggers/ infl uencers which took place at the Social Travel Summit in Inverness (September 2016). The discussions covered topics such as digital marketing trends, working more effectively with infl uencers and ethics of infl uencer marketing. A second session looked at ‘How collaborations are shaping the new world of digital marketing in tourism’. In this session, iambassador and invited DMOs presented case studies to illustrate the benefi ts to be gained through these collaborations. Speakers included Gemma Suñer Oller, Online Marketing Manager, Costa Brava Girona Tourist Board and Giovanni Arata, Social Media Manager, Emilia Romagna Tourist Board.
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