Can AI solve the impatience in the travel industry?
The significant improvements in technology over the last 20 years have turned us into the “I want it now” generation. Patience is no longer a necessary attribute in the modern world, just reflect about it: one can make credit card payments, get a taxi, talk to a friend or even book a room, in a single device within a matter of seconds.
It looks as if people have adopted a need for instant gratification that is steered by modern technology and ultimately expect it in all facades of their life. A new research study performed by Kana Software shows that there is no doubt that this instantaneous gratification comes at a price: is making us less patient.
Our expectations of getting a response from businesses have reduced from days to minutes in the space of just one generation. Not so long ago, 10 working days was the conventional time for businesses to answer complaints, but this no longer applies. More and more, consumers are using social media platforms like Facebook and Twitter, to seek help and raise service issues. Running a customer service operation became as complex as running air traffic control. Businesses are starting to respond to this “I want it now” culture. This post will focus on the impact impatience and technology had on a particular subject: travelling.
How has technology changed the travel industry?
The digital revolution has impacted almost everything in the world as we know it. Indeed, technology has unquestionably transformed and simplified travelling. We have become the generation of DIY travellers, who can book our own flight and hotel online and rather than entering an unknown restaurant with nervousness, we search for online reviews on our smartphones while connected to the hotel Wi-Fi.
What does this mean for brands? They have had to get smarter and adapt as consumers expectations rise. Take airlines as an example: now, they allow passengers to check-in online, access their boarding pass on a mobile phone and provide Wi-Fi on flights. Hotels had to change too, Stephan Croix, vice-president of marketing at Starwood Hotels and Resorts said: “Digital technology has changed the way we connect with guests, creating a 24/7 relationship in and out of stay”. The digital revolution transformed every phase of hospitality. From finding a hotel to check-in, to unlock the door and personalizing the stay. Travelling became fundamentally mobile and customers expect to use their devices to improve their experiences.
Technology is shaping the future of travelling, as people are demanding increasingly personalized services. Companies ought to provide customized products on the basis of their customer’s profiles and past behaviors. Furthermore, people are no longer willing to wait at the front desk, at the line to do check-in or to request a service in the hotel. Businesses need to improve their customer service — it needs to be in a jiffy!
Artificial Intelligence as a possible solution for the “I want it now” generation
AI technology is causing major ripples in the travel industry. For some years, we have seen Artificial Intelligence slowly infiltrating in industry after industry. Now, it seems that the travel industry is finally catching up, which is good news for both sides: businesses and consumer.
With the majority of passengers travelling with their digital mobile devices, there is never been a better time to “get personal”. AI has already made a tremendous impact on the consumer experience. This impact is unceasingly growing and becoming increasingly predominant in the travel industry. Think about chatbots and voice-activated assistants. Chatbots are already helping airlines, online travel agencies and hotels to handle some of the simple customer transactions (such as booking, boarding passes, FAQs), consequently, their human agents can focus on more complex interactions and activities. On a similar note, travel companies have been using voice-activated assistances to offer hotel searches and booking functions.
As this artificial intelligence services mature, they have the opportunity to simplify and personalize the user experience throughout the life cycle, from pre-booking to booking, to enhancing the customer experience during the stay and finally collecting feedback post-travel. This is something that HiJiffy is currently doing: Our solution works within the Hotel’s Facebook Page, so that it doesn’t require guests to install a new app — just look for the hotel on Facebook or Messenger. Our concierge chat automates the most important and common guests’ requests in an easy and quick way and then, it encourages them to book directly on messenger. Our chatbot allows guests to have a 24/7 communication channel with the hotel.
AI is an excellent channel to provide a good customer care due to the fact that is automated and answers in a flash. This is the new shift of paradigm: bots are the new apps and digital assistants are meta apps.
NB: This is a viewpoint by Mariana Marques from HiJiffy. HiJiffy brings chat to the hospitality industry, enabling guests to effectively connect with Hotels through instant messaging apps.
