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News Article

Generative AI has the potential to change online travel

Taking data from review sites to collate travel plans

AI is causing concern for online travel review companies. Companies such as TripAdvisor, Booking and Expedia are concerned around the rise of generative AI for multiple reasons.

The potential for generative AI or chatbots to create fake reviews, either positive or negative, can possibly derive value from genuine consumer reviews.

But also, generative AI also has the potential to go much further and interactive travel agent at a user’s fingertips. The potential to create travel itineraries and in-destination tour plans for users as well as lining up bookings and analysing data may revolutionise travel planning.

Skift spoke to TripAdvisor, the industry leading review site and travel agent, interviewing about the plans for future and how to combat AI.

There are over 1 billion reviews on TripAdvisor and many small hospitality businesses strive for good reviews as they understand the impact upon their business.

A good review also helps marketing and business, being valuable for attracting new custom.

Fake reviews can dilute down genuine experiences by customers and visitors , tainting reputations and possibly affected small businesses badly.

The ability of generative AI chatbots to plan and organise a holiday seems distant, but by learning constantly the technology maybe a reality sooner than expected. 

To read more on the interview follow the link to Skift:

Dennis Schaal, (2023) Tripadvisor Will Have to Confront the Power of Generative AI, for Better or Worse. Skift.


Article details

  • Date
  • 16 February 2023
  • Source