Gen AI: the architect of personalization in business travel and aviation.

I attended The World Aviation Festival Europe and the GBTA Business Travel Conference Europe during the Autumn of 2024 and listened to many speakers and suppliers, and want to share my insights into how Gen AI is shaping the future of travel, making it more seamless, efficient, and bringing the “WOW factor” back to travel.

The travel industry is constantly evolving, and today's travelers expect more than just a booking confirmation. They crave personalized experiences, tailored recommendations, and seamless journeys from start to finish. Enter AI-powered personalization, a game-changer transforming how we explore the world - let’s take a look at exactly how it does it.

• Predictive insights and recommendations: Gen AI can analyze vast amounts of data, including traveler profiles, booking history, and real-time travel information, to anticipate traveler needs and offer personalized recommendations.
  
  For example, Qatar Airways is experimenting with a destination finder experience that leverages Gen AI to suggest destinations based on traveler preferences, with a 99% accuracy rate. Quincy Hunte, Vice President of Digital Products at Qatar Airways, explained: "Images are the best way to connect how travelers are feeling to a choice of destination, and there is a 99% accuracy using Gen AI."
   
• Tailored fffers and ancillary services: Gen AI can personalize offers and promotions, making them more relevant to individual travelers. Airlines are using this technology already to suggest ancillary services such as upgrades, lounge access, and in-flight entertainment based on traveler profiles and past buying behavior.
   
• Proactive communication and assistance: Gen AI-powered chatbots can provide real-time assistance to travelers, answering questions, resolving issues, and offering proactive support throughout the journey. Chatbots can be integrated into various touchpoints, from online booking platforms to mobile apps and airport kiosks.
  
  Lufthansa's Oliver Schmitt emphasized the importance of empathy in communication interactions within a chatbot: "Chatbot can be empathetic by saying” I’m so sorry, however here are your options” This will help drive airline transactions and conversion."
   
• Personalized content and entertainment: As an example, I discovered that In-flight entertainment systems are being enhanced with Gen AI to provide personalized content recommendations based on traveler interests. Imagine boarding a flight and having a selection of movies, TV shows, and music curated specifically for you.
  
  This level of personalization can significantly enhance the in-flight experience for travelers. This is especially important for the Aviation Industry as most travelers download content on their devices before flying, which means that Airlines miss out on data and commercial possibilities of travelers using their own inflight screens.

Gen AI's ability to personalize relies heavily on data. Airlines and business travel programs are increasingly focusing on building robust data foundations. In both industries it's crucial to ensure data quality and accuracy, as Gen AI can only be as effective as the data it's trained on.

As an example, Marleen van de Pool, VP of Customer Experience at KLM, emphasized at a panel at WAF about the importance of data consistency across all touchpoints: 

"Personalization is when you 'show me that you know me'. 'Personalization means that the traveler feels heard by setting expectations at wait times or offering the right offers at the right time”

Customer experience starts before travel due to the data that is provided by travelers, and both industries need the right data foundation and data sets to use AI effectively.

Gen AI is not intended to replace human interaction in travel but to enhance it. The future of personalization lies in a collaborative approach, where Gen AI empowers travel industry professionals to deliver exceptional customer experiences for their customers, passengers or business travelers.

It's important to balance automation with the ‘Human Touch’. While Gen AI can automate many tasks, it's essential to retain the human element in travel as it's an emotive and memorable experience to travel. Empathy, understanding, and genuine care are crucial aspects of customer service that AI can't fully replicate. 

Airlines and travel providers that embrace Gen AI and personalization are transforming the travel and aviation industries, creating a new era of travel that is more customer-centric, and efficient, and offering traveler loyalty for those that are taking up this challenge and they be well-positioned for success over their competitors that don't transform fast enough in the future.