AI Set to Shape the Future of Travel & Tourism, Says WTTC

Photo source: WTTC

The role of Artificial Intelligence (AI) in shaping the future of Travel & Tourism is highlighted in new reports released by the World Travel & Tourism Council (WTTC) and Microsoft.

According to WTTC, AI has the power to revolutionise how businesses in the Travel & Tourism sector operate, offering immense opportunities for growth and innovation.

The final two reports of a series on AI from WTTC, entitled “Responsible Artificial Intelligence (AI): Overview of AI Risks, Safety & Governance” and “Artificial Intelligence (AI): Global Strategies, Policies & Regulations”, underscore a commitment to a digital future that prioritises safety, ethical considerations, and responsible AI adoption.

“In a rapidly evolving landscape, AI emerges as a catalyst for positive change,” WTTC President & CEO Julia Simpson said.

Launched during the global tourism body’s participation at the UN General Assembly in New York, the reports mark significant milestones in WTTC’s mission to promote innovation and excellence in customer experiences through the safe and trustworthy integration of AI.

“The insights provided in these reports demonstrate that AI is not just a technological advancement; it is a strategic tool that can personalise customer experiences, drive sustainable improvements, and shape the future of Travel & Tourism,” Simpson said.

Source: WTTC

The “Responsible Artificial Intelligence (AI)” report delves into the potential risks associated with AI deployment and offers strategies for establishing frameworks that promote transparency, accountability, and fairness.

From addressing bias and discrimination to ensuring human oversight of AI systems, the report empowers organisations to harness the power of AI responsibly.

In the fourth and final instalment of the “Artificial Intelligence (AI): Global Strategies, Policies & Regulations” report, WTTC provides a detailed overview of the AI ecosystem across key countries and international organisations.

It shows how policymakers are navigating the AI landscape and shaping regulations and strategies to foster AI innovation, while ensuring its ethical and responsible use.

WTTC CEO and President Julia Simpson. Photo source: WTTC

According to WTTC’s CEO, AI is already being used across the Travel & Tourism sector with “incredible” results.

“Several major hotel groups including Iberostar are using AI to monitor and reduce food waste, which recently resulted not only in a 27 percent cost saving but prevented thousands of kilos of unwanted food going to landfill,” she said.

Both reports underscore the urgent need for Travel & Tourism businesses to embrace AI as a strategic priority, investing in talent and fostering collaboration between humans and AI.

But despite the sector’s increasing recognition of AI’s potential, challenges such as AI-skilled workforce shortages in the Travel & Tourism sector persist, highlighting the importance of proactive measures to overcome barriers to adoption.

The reports can be accessed through the WTTC’s Research Hub.