Attitudes to AI and Automation in Travel

Welcoming AI with open arms?

Whether consumers are aware or not, they are increasingly conversing with AI on apps, via devices and robots, with 66% of consumers having access to a digital assistant such as Siri or Cortana on their smartphone.

Making light work of daily tasks

Consumers are already showing a strong dependency on voice-activated digital assistants for basic search and query response functionality, as well as for scheduling, to help manage their increasingly overloaded, connected daily lives.

Millennials keen to adopt

Millennials and Generation X aged 40-44 have shown a strong interest in AI, and are comfortable using digital assistants on a daily or at least weekly basis.

Usage falling short

However, it is apparent that consumers are not fully optimising their devices, and are falling short when it comes to using digital assistants, as access does not directly correlate with usage.

One size does not fit all

For the travel booking journey, using AI is more common in the pre-trip stage, where consumers are comfortable using AI for searches, inspiration and booking, but are loath to give up the social human element during the trip itself.

Big voice potential

With the world almost at parity for people to smartphones, there is enormous potential for the adoption of digital assistants. However, there are major ethical concerns about the sharing of personal data, so it is a fine balance to strike.

Open your mind

Despite strong privacy concerns already surrounding AI, it is expected that emotion tracking will be the next tech battleground for brands and advertisers, in order to enhance the consumer experience and deepen brand engagement.