COMMENT
GENERATIVE AI will turbo-charge travel industry
Flora Zhang,
Trip.com global head of user experience and quality assurance
GENERATIVE AI WILL RESHAPE USERS’ SEARCH BEHAVIOUR FOR REAL-TIME TRAVEL INFORMATION śŨĒƛçĒËĨǝĒİŨóĨĨĒĉóİçóǝďËšǝæóóİǝŘŭšďĒİĉǝ
ŨďóǝæĺŭİíËśĒóšǝĺĈǝƃďËŨǝĒšǝŘĺššĒæĨóǝĒİǝ ŨďóǝŨśËƂóĨǝĒİíŭšŨśƉǝĈĺśǝËǝĈóƃǝƉóËśšƺǝ ËİíǝŨďóǝóįóśĉóİçóǝĺĈǝĉóİóśËŨĒƂóǝ Gǝ ĒšǝİĺƃǝšŭŘóśçďËśĉĒİĉǝŨďËŨǝƃĺśĥƿ ĨĨǝįËĢĺśǝĺİĨĒİóǝŨśËƂóĨǝçĺįŘËİĒóšƺǝ
ĒİçĨŭíĒİĉǝ ĺĺĥĒİĉƿçĺįƺǝ)ƈŘóíĒËǝËİíǝ TśĒŘƿǞçĺįƺǝďËƂóǝĨËŭİçďóíǝĒİİĺƂËŨĒƂóǝ GǝËššĒšŨËİŨšǝŨďËŨǝŨËŘǝĒİŨĺǝŨďóǝŘĺƃóśǝ
ĺĈǝŨďóǝĨĒĥóšǝĺĈǝ ďËŨ>PTǝŨĺǝŘśĺƂĒíóǝ śóËĨǑŨĒįóǝŨśËƂóĨǝĒİĈĺśįËŨĒĺİǝËİíǝ ĒŨĒİóśËśƉǝśóçĺįįóİíËŨĒĺİšǝĈĺśǝŭšóśšƿǝ TďśĺŭĉďǝĒİŨŭĒŨĒƂóǝŚŭóśĒóšǝĨĒĥóƺǝǚ ËİǝƉĺŭǝ
śóçĺįįóİíǝËİǝËƖĺśíËæĨóǝƜĒĉďŨǝĈśĺįǝ SĒİĉËŘĺśóǝŨĺǝ ËİĉĥĺĥǀǛƺǝËİǝ GǝŨśËƂóĨǝ ËššĒšŨËİŨǝçËİǝŘśĺįŘŨĨƉǝíĒśóçŨǝŭšóśšǝŨĺǝËǝ ƜĒĉďŨǝíóËĨšǝŘËĉóƺǝŘśóšóİŨĒİĉǝËǝšóĨóçŨĒĺİǝ ĺĈǝæŭíĉóŨǑĈśĒóİíĨƉǝĺŘŨĒĺİšƿǝSĒįĒĨËśĨƉƺǝƃďóİǝ šóóĥĒİĉǝËççĺįįĺíËŨĒĺİǝİóËśǝ ËİĉĥĺĥǛšǝ įóŨśĺǝšƉšŨóįƺǝËİǝ GǝËššĒšŨËİŨǝĨóËíšǝŭšóśšǝ ŨĺǝËǝĨĒšŨǝŨďËŨǝËĨĒĉİšǝƃĒŨďǝŨďóĒśǝšŘóçĒƛóíǝ ŘśóĈóśóİçóšƿǝ İǝ GǝŨśËƂóĨǝËššĒšŨËİŨǝçËİǝ ËĨšĺǝśóçĺįįóİíǝŨĺŭśĒšŨǝËŨŨśËçŨĒĺİšǝËİíǝ śóŨËĒĨǝĨĺçËŨĒĺİšƺǝËİíǝŘśĺƂĒíóǝįËŘšǝóŨçƿ ƉǝĺƖóśĒİĉǝçĺįŘśóďóİšĒƂóǝšóśƂĒçóšǝŨďËŨǝ
śËİĉóǝĈśĺįǝçśóËŨĒİĉǝĒİŨśĒçËŨóǝĒŨĒİóśËśĒóšǝ ŨĺǝĈËçĒĨĒŨËŨĒİĉǝśóËĨǑŨĒįóǝæĺĺĥĒİĉšƺǝ Gǝ ŨśËƂóĨǝËššĒšŨËİŨšǝƃĒĨĨǝšĒįŘĨĒĈƉĒİĉǝŨďóǝ ŘśĺçóššǝĺĈǝŨśËƂóĨǝŘĨËİİĒİĉǝËİíǝæĺĺĥĒİĉƿ
EMBRACING AI WILL UNLOCK NEW LEVELS OF CUSTOMER LOYALTY AšǝĺśĉËİĒšËŨĒĺİšǝšŨśĒƂóǝŨĺǝšŨËƉǝËďóËíǝĒİǝ ŨďóǝíĒĉĒŨËĨǝËĉóƺǝóįæśËçĒİĉǝĉóİóśËŨĒƂóǝ Gǝ
Ĉĺśǝ ½ǝǍçŭšŨĺįóśǝóƈŘóśĒóİçóǎǝƃĒĨĨǝæóǝËİǝ óššóİŨĒËĨǝšŨóŘǝŨĺǝíóĨĒƂóśĒİĉǝóƈçóŘŨĒĺİËĨǝ ËİíǝŨËĒĨĺśóíǝóƈŘóśĒóİçóšǝËİíǝĒįŘśĺƂĒİĉǝ ĺŘóśËŨĒĺİËĨǝóƗçĒóİçƉƿǝ ƉǝĨóƂóśËĉĒİĉǝ ĉóİóśËŨĒƂóǝ GƺǝæŭšĒİóššóšǝçËİǝŭİĨĺçĥǝİóƃǝ ĨóƂóĨšǝĺĈǝçŭšŨĺįóśǝšËŨĒšĈËçŨĒĺİƺǝĨĺƉËĨŨƉǝËİíǝ çĺįŘóŨĒŨĒƂóǝËíƂËİŨËĉóƿǝTďóǝŨóçďİĺĨĺĉƉǝĒšǝ ĈŭóĨĨĒİĉǝíóƂóĨĺŘįóİŨšǝĒİǝËśóËšǝĒİçĨŭíĒİĉƹ
Chatbots:Ǟ GǑŘĺƃóśóíǝçďËŨæĺŨšǝ
ËśóǝæóĒİĉǝŭšóíǝŨĺǝóİďËİçóǝçŭšŨĺįóśǝ ĒİŨóśËçŨĒĺİšƺǝËŭŨĺįËŨóǝšŭŘŘĺśŨǝŨËšĥšǝ ËİíǝŘśĺƂĒíóǝŘóśšĺİËĨĒƒóíǝËššĒšŨËİçóƿǞ
>ůŁíŃŁíŃʼnĥĠËěĊʼnËŏĊĥĠ Ëŏ ʼnåËěíǭǞ íƂËİçóíǝËĨĉĺśĒŨďįšǝËİíǝíóóŘǑĨóËśİĒİĉǝ
ŨóçďİĒŚŭóšǝçËİǝËİËĨƉšóǝƂËšŨǝËįĺŭİŨšǝĺĈǝ íËŨËǝŨĺǝíóĨĒƂóśǝŨËĒĨĺśóíǝśóçĺįįóİíËŨĒĺİšƿǞ
œŏĥğËŏĊĥĠǭ GǑŘĺƃóśóíǝ
ËŭŨĺįËŨĒĺİǝĒšǝšŨśóËįĨĒİĒİĉǝŘśĺçóššóšƺǝ ĒįŘśĺƂĒİĉǝśóšŘĺİšóǝŨĒįóšƺǝËİíǝŘśĺƂĒíĒİĉǝ ĈśĒçŨĒĺİĨóššǝĒİŨóśËçŨĒĺİšǝËçśĺššǝŨĺŭçďŘĺĒİŨšƿ
SíĠŏĊğíĠŏ ËĠËěůʼnĊʼnǭ TóçďİĒŚŭóšǝ
ËİíǝŨĺĺĨšǝçËİǝďóĨŘǝæŭšĒİóššóšǝóƈŨśËçŨǝ ƂËĨŭËæĨóǝĒİšĒĉďŨšǝĈśĺįǝçŭšŨĺįóśǝĈóóíæËçĥƺǝ šĺçĒËĨǝįóíĒËǝçĺİƂóśšËŨĒĺİšƺǝËİíǝśóƂĒóƃšƺǝ óİËæĨĒİĉǝŨďóįǝŨĺǝŘśĺËçŨĒƂóĨƉǝËííśóššǝ çŭšŨĺįóśǝİóóíšǝËİíǝçĺİçóśİšƿǞ
#ŏĈĊåËě ĊğŁěíğíĠŏËŏĊĥĠǭ =Ēśįšǝ
İóóíǝŨĺǝŭİíóśšŨËİíǝŨďóǝĒįŘĺśŨËİçóǝĺĈǝ ŨśËİšŘËśóİçƉƺǝĈËĒśİóššǝËİíǝËççĺŭİŨËæĒĨĒŨƉǝ šŭśśĺŭİíĒİĉǝĉóİóśËŨĒƂóǝ GǝĒįŘĨóįóİŨËŨĒĺİǝ ËİíǝĨóËśİǝďĺƃǝŨĺǝįĒŨĒĉËŨóǝæĒËšóšǝËİíǝ óİšŭśóǝśóšŘĺİšĒæĨóǝËİíǝóŨďĒçËĨǝ ½šƿ
GENERATIVE AI WILL DOMINATE THE NEXT WAVE OF CX TďóǝóśËǝĺĈǝĉóİóśËŨĒƂóǝ GǝĒšǝĢŭšŨǝ æóĉĒİİĒİĉƿǞ
ǝĈŭĨĨǝśóËĨĒšËŨĒĺİǝĺĈǝËǝ
ŘśĺĈóššĒĺİËĨǝśóËĨǑŨĒįóǝ GǝŨśËƂóĨǝËššĒšŨËİŨǝ ƃĒĨĨǝŨËĥóǝŨĒįóƺǝĉĒƂóİǝçďËĨĨóİĉóšǝËśĺŭİíǝ ŨďóǝĨĒĥóšǝĺĈǝĒİËççŭśËçĒóšǝËİíǝŘśĒƂËçƉƿ lİǝŨďóǝĺŨďóśǝďËİíƺǝĉĒƂóİǝŨďóǝİËŨŭśóǝ
ĺĈǝ ½ǝĒİíŭšŨśƉǑšŨśŭçŨŭśóíǝíËŨËǝšóŨŨĒİĉƺǝ šŨËİíËśíĒšóíǝƃĺśĥƜĺƃǝËİíǝíóšĒśóǝĈĺśǝ ËŭŨĺįËŨĒĺİƺǝŨďóǝĈśĺİŨĒóśǝçĺįŘËİĒóšǝĒİǝ Ũďóǝ ½ǝĒİíŭšŨśƉǝËśóǝËĨśóËíƉǝíóŘĨĺƉĒİĉǝ GǑóįŘĺƃóśóíǝŨĺĺĨšǝËİíǝæóšŨǝŘśËçŨĒçóšǝ
ŨĺǝĒįŘśĺƂóǝƃĺśĥǝóƈŘóśĒóİçóšƺǝĺŘóśËŨĒİĉǝ óƗçĒóİçƉǝËİíǝçŭšŨĺįóśǝšËŨĒšĈËçŨĒĺİƿǝ =ËšŨóśǝËİíǝįĺśóǑśóƛİóíǝśóšŘĺİšóšƺǝ
ĒİŨóĨĨĒĉóİŨǝçËĨĨǝśĺŭŨóĒİĉƺǝóİďËİçóíǝ šóĨĈǑšóśƂĒçóǝËİíǝçĺįŘśóďóİšĒƂóǝçŭšŨĺįóśǝ ĒİšĒĉďŨšǝËİËĨƉšĒšǝďËƂóǝËĨśóËíƉǝæóóİǝŘśĺƂóİǝ šŭççóššĈŭĨĨƉǝŨďśĺŭĉďǝ GǑĨóíǝšĺĨŭŨĒĺİšƿǝ TďóǝçËŘËæĒĨĒŨĒóšǝËśóǝŘśĺįĒšĒİĉǝËİíǝ
óƈçĒŨĒİĉƿǝGǝËįǝƂóśƉǝçĺİƛíóİŨǝŨďËŨǝ ĉóİóśËŨĒƂóǝ GǝĒšǝŘĺĒšóíǝŨĺǝŭİĨóËšďǝ ËİíǝíĺįĒİËŨóǝŨďóǝİóƈŨǝƃËƂóǝĺĈǝ ½ƿǝ
8 — OCTOBER 2023 —
TRAVOLUTION.COM
CREDIT: SHUTTERSTOCK/ALLAKUZ; DENVITRUK; SMARTDESIGN91; VERONCHICK; VERONAWINNER; NETTI BULETTI
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