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Marc Werner | June 2024
How ChatGPT influences travel decisions and how you as a destination can benefit from it.
AI is annoying. Or to put it another way: many people are tired of the current AI hype. Understandably, there is still no escaping the topic. And as we are only at the beginning, even the harshest critics are increasingly having to come to terms with the new status quo.
Let's be honest. Who among us hasn't been entertained by ChatGPT? But using artificial intelligence to book your next trip? Not so far removed from reality.
According to a survey commissioned by OMR and conducted by market research company Appinio, 33% of respondents stated that they have already used an AI tool such as ChatGPT to research products. A look at the type of products shows that travel and accommodation are particularly popular when it comes to AI-supported information.* The advantages of a chatbot are obvious.
Each phase in the purchasing or booking process offers opportunities for your destination to create added value in customer contact.
While the tourist information centre may only be staffed until the afternoon, users can communicate with the chatbot around the clock. Travellers on site and curious people at home can ask questions at any time of day or night and receive immediate answers without having to rely on opening hours.
Asking the chatbot is extremely convenient. Surely the information can also be found somewhere on the official website. But who has the time to trawl through the many individual websites?
However, previous product solutions such as ChatGPT and the like also harbour risks for you, for example as the person responsible for a destination. Because one thing is clear: you have no influence on what the chatbot outputs. This means that the museum may not be open after all or the hiking trail may not actually be as accessible as promised. This is because the answers consist of patterns and the chatbot also accesses sources that are not verified. What the guest is left with is a negative travel experience and possibly a negative attitude towards your destination. Even if it's not really your fault.
To bundle the opportunities of an AI chatbot while minimising the risks, we offer you an optimal AI solution for your own chatbot with our TourComm Content-Creator. Decide for yourself which sources the chatbot should access. And in your own CI with brand-typical tonality and brand-typical design.
At the same time, our customised solution offers you the opportunity to exploit undreamt-of potential. Want some examples?
The analyses of the enquiries made give you valuable insights into which topics are particularly in demand so that you can adapt the static information on your website accordingly. This allows you to provide information that is even more customised for your target group. The analysis may also give you new impulses as to which offers your destination is still missing.
"Search for restaurant recommendation". Through participation offers, the chatbot can also provide a platform on which your service providers can present themselves. With the help of individual discount codes, you can also offer your guests a financial benefit for visiting a restaurant during their stay and at the same time track the use and acceptance of this additional offer.
A well-designed chatbot represents enormous added value for your (potential) guests. And you as a destination also benefit from it - if you make it as easy as possible for your potential guests to decide to stay at your destination.
*Source: Appinio
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Get in touch with us today to learn more about the TourComm Content Creator and optimise the way you create content.