The conversation around AI has certainly heightened over recent months, with Expedia TAAP's vice president suggesting that the technology could be "a great enabler for travel agents" and travel marketing firm Adido declaring that it is "clear that human expertise is needed to complement AI-generated assistance and recommendations."
Even as far back as 2017, mobile tech firm Apadmi predicted that AI would be "the most effective way" to provide a personalised service and help narrow down destinations for unsure clients.
Cruise.co.uk hoped to capture all that sentiment with a 700-passenger survey, examining the consumer feeling towards artificial intelligence.
Off the bat, it appears most consumers are at best indifferent (60%) to AI and at worst (32%) clearly preferring human interaction during booking and customer service stages.
Tony Andrews, cruise.co.uk's managing director, warned travel companies that "if [AI] is going to be further introduced by travel brands, they evidently need to proceed with caution and ensure as much feedback and opinion is collated before doing so."
Most concerns around AI are rooted in preferences towards personal contact; 80% suggested they prefer to deal with human travel agents who have a better understanding of their needs. 10% would not trust AI to handle important booking details.
Only 8% said they were more inclined to book with AI. 47% of that group predicted that the tech will make booking faster and more efficient; 23% suggested it might be more convenient, personalised and offer 24/7 customer service unmatched by the human touch.
Continuing, Tony added, "AI technology can allow a faster, more efficient service, but the human touch is currently irreplaceable when it comes to complex bookings and personalised customer care. Our survey clearly suggests that technology should at present complement a more personalised service."
