Artificial intelligence is reshaping the travel industry, with Greece introducing an AI-powered travel assistant named Pythia and Google showcasing its Gemini AI system at an industry event in Malaysia.
The global travel agency market is projected to grow by $156.7 billion by 2028, per Technavio.
Driving this growth are AI innovations that promise to deliver personalized itineraries and streamlined booking processes for both leisure and business travelers.
Greece implemented an AI-powered travel assistant named Pythia, according to a Sept. 3 press release. The AI was developed using GuideGeek AI technology from U.S.-based Matador Network. It is now available on DiscoverGreece.com and WhatsApp.
Pythia is designed to answer travel-related queries about Greece. It offers information on activities, monuments, restaurants, and hotels, the release said. The system draws from DiscoverGreece.com’s database and integrates with over 1,000 travel information sources.
“After doing extensive research, we determined that GuideGeek offered the best AI solution for us because it’s so customizable for our needs, and so accessible to travelers via WhatsApp and Discovergreece.com,” Panos Kokkalis, digital product manager of Marketing Greece, the parent company of DiscoverGreece.com, said in the release.
The implementation required addressing European Union compliance requirements, potentially paving the way for similar European systems. Matador Network plans to launch additional custom versions of GuideGeek in the EU in the coming months, per the release.
While the move positions Greece as a pioneer in AI tourism technology, it also raises questions about the changing landscape of travel planning.
“The whole tourism industry is heading toward AI, and we want Greece to be a leader in this new platform for engaging visitors,” Kokkalis said in the release.
As the technology evolves, it could alter how travelers research and plan trips, potentially impacting established tourism industry practices.
At a travel industry event in Malaysia, Google demonstrated its latest AI system, Gemini, marking the AI’s first physical showcase, according to a Tuesday (Sept. 10) press release. The presentation occurred at the Malaysian Association of Tour and Travel Agents (MATTA) Fair, hosted in the Malaysia Aviation Group’s (MAG) arena.
The AI system, which specializes in natural language processing and predictive analytics, generated images of travel destinations and created personalized trip itineraries for event attendees, per the release.
This practical application highlights potential uses for AI technology in the travel sector.
Also during the event, Malaysia Airlines, a subsidiary of MAG, announced a business expansion, including new routes to Paris and changes to its corporate travel program, the release said.
However, whether these developments are directly linked to the AI showcase is unclear.
The event underscores the travel industry’s growing adoption of AI technologies to enhance customer experiences. As companies like Google and Malaysia Airlines continue to explore AI applications, travelers may soon benefit from more personalized and efficient services. This collaboration between tech giants and traditional travel companies signals a promising future for AI-driven innovations in the travel sector.
The global travel agency market is set to grow by $156.7 billion between 2024 and 2028, with AI emerging as a key driver of this expansion, according to a Sept. 2 press release from Technavio. The market is projected to see a compound annual growth rate of 8.6% during this period.
AI and machine learning algorithms are revolutionizing the industry, enabling travel agencies to offer highly personalized itineraries and streamlined booking processes. This technological shift is meeting the growing consumer demand for advanced travel solutions in the leisure and business segments, the release said.
Despite challenges from independent travel planning trends, agencies using AI are finding new ways to add value. These include AI-driven recommendations for sustainable travel options and adventure tourism experiences, per the release.
Companies like Expedia Group, Booking Holdings and Trip.com Group are at the forefront of AI adoption as the market evolves, according to the release.
Implementing and using AI technologies effectively is critical in capturing market share in this increasingly competitive and fragmented industry.
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