Intelligence artificielle et tourisme, une association qui s’avère prometteuse !

Artificial intelligence and tourism, a promising association!

The adoption of artificial intelligence has now become an opportunity for the tourism industry: optimization of brand-consumer exchanges, personalized products and services,… in short, a new era for customer relationship management!

Who nowadays hasn’t heard of a magic technology that hasn’t stopped giving good harvests in different industries just for adopting it! Well it is only in two words that sums up books illustrating stories and success stories: Artificial intelligence (AI)!

You may have noticed that AI means different things to different people. For some, AI is an artificial life form that can surpass human intelligence, and for others, almost any data processing technology can be called AI.

The term AI was first introduced as a branch of computer science and was later defined as the automation of intelligent behavior. More specifically, two key characteristics that define AI, namely “autonomy” and “adaptability”. The first means the ability to perform tasks in complex environments without constant guidance from a person. As for the second characteristic, it represents the ability to improve performance by learning from experience.

Admittedly, AI is decades old, but it’s only recently that this subject has taken on its full scope and become “trendy”, given the ability of these sets of techniques to solve real life problems and bring innovative solutions to a multitude of industries, including the tourism sector.

Given that the tourism industry is a heavy consumer of data, whether it is the data collected and entered by companies during a reservation for example or those generated by customers through social media… it has become essential to improve the means used to promote and manage the products and services of tourism enterprises in order to meet customer expectations and remain competitive in the global market. This is what AI has already offered to professionals in the field of tourism.

Among the examples of the integration of AI in the tourism sector we cite “chatbots”, a multilingual conversational assistant adopted by websites or any social network, capable of both understanding and convincingly reproducing the type of responses a client might have with a natural person. AI-based chatbots have the particularity of continuously improving thanks to “Big Data”. Thus, with each conversation, the robot trains itself to provide relevant answers that seem authentic to more complex and more human questions.

Equipped with a suite of algorithms, the chatbots operate 24/7, allowing them to deliver information in real time and thus avoid delays caused by the absence of employees or when they are occupied by other customers.

As a result, all tourism service providers can take advantage of this technology, which allows them to be constantly attentive to the expectations of their customers, to offer a tailor-made offer and, consequently, to increase the conversion rate (ie percentage visits to the website transformed into acts of purchase).

For Morocco, which is part of a vision that aims to accelerate digital transformation in different sectors, the adoption of this intuitive assistant has already seen the light of day in certain organizations such as ONCF and CDG, but remains in an embryonic stage as regards tourism and hotel businesses… Is it a lack of supply or of demand? Or, quite simply, the cost to be paid to acquire these devices? In any case, the cost of adopting them is worth more than that of abandoning them!

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