We want to help you keep up with how brands across the travel industry are exploring - and using - generative artificial intelligence solutions from companies including OpenAI, Google and more. So we're surveying technology professionals at leading travel brands, and we'll be publishing their answers periodically here.
Tan Bee Leng, managing director for brand and marketing at hospitality company the Ascott Limited, is the latest to offer her insights on generative AI and its impact on the travel industry.
We began working with generative AI in … its earliest stages when we delved into the potential of AI to transform and personalize travel experiences. Cubby, Ascott’s recently launched ChatGPT-powered web chatbot, marks our exploratory journey into generative AI where we look to enhance the guest’s travel stages of planning and booking. Designed to play the role of a "travel buddy" to all guests, Cubby is equipped to provide travel insights including destination highlights, accommodation recommendations, must-visit attractions, suggestions for shopping and adventure activities, as well as the best "Instagram-worthy" spots, to name a few.
Currently in its test-bedding phase where learnings are still key, this transformative initiative is part of Ascott’s mindful adoption and trial of AI-driven guest-centric innovations to support our rapid growth trajectory. Since 2016, Ascott has been on a journey of uncovering new technology and experimenting with innovative solutions to improve operational efficiency and elevate our future-readiness. Inspired by the infinite possibilities that generative AI may offer to empower the hospitality industry, we will continue exploring new ways to curate more personalized and engaging experiences for our guests.
Our current work with generative AI is focused on … exploring and experimenting with innovations that seek to elevate the guest experience and deepen engagement with our guests. Our ChatGPT-powered web chatbot, Cubby, is one of these innovations that we hope will propel us on our journey to future-proof Ascott. Leveraging vast and in-depth data and insights, Cubby is equipped to provide travel tips, tailor trip itineraries, streamline the reservations process and more. It is also able to answer common queries round the clock, freeing up our live chat agents to focus on more complex inquiries. In anticipation of evolving guest expectations, there are plans for Cubby to become multichannel in its later phase, seamlessly integrating with different applications for greater convenience. Equally important, we want to equip our associates with AI knowledge and expertise with certified courses and training so as to harness the latest technology to its fullest potential and achieve greater efficiency.
The biggest challenge for us related to generative AI is ... the constant evolution of technology, which is also a driving force for our continued pursuit of innovation. It is extremely important for us as an organisation to keep a consistent pulse on the evolution while maintaining cognisance over changing consumer trends. With AI still in its nascency, we recognise the importance of fostering a culture of experimentation and iterative learning at Ascott and are invested in nurturing our associates to be adaptable and equipped with expertise to leverage emerging technology. By prioritising ongoing learning and development, Ascott will continue to innovate and deliver differentiated guest experiences, as well as put in place tech initiatives that would meet evolving traveler expectations.
For the travel industry overall, we see the most potential for generative AI in … advancing the personalization of traveler experiences more than ever. With guest feedback that serves as an invaluable compass to elevate stay experiences, we hope that incorporating AI for deepened sentiment analysis will allow us to bring our delivery of hospitality experience to the next level. We anticipate that AI and other new technologies will be increasingly integrated across multiple touchpoints of the guest journey to enhance the stay experience from start to end, possibly shaping the future of travel.
One year from now … we will continue pushing frontiers in innovation, to fuel our ambition to drive tech-forward hospitality. With the speed at which technology is advancing, we need to remain agile and be cognizant of what trends are emerging. This is to ensure that our journey of technology adoption and advancement will serve the evolving needs of our guests. Ascott is currently piloting the use of AI and other tech initiatives, with plans for global rollout. These initiatives include self-check-in kiosks equipped with facial recognition technology that harnesses computer vision AI, streamlining the process to allow guests to check in faster. We pride ourselves on being a forward-looking innovator who dares to experiment with different technologies. It is with this spirit of innovation that we have continuously been able to provide a world class experience for our guests.