In a recent online conference, thematic intelligence and travel and tourism analysts from GlobalData highlighted the growing dependence of the travel industry on technology. Technology in Travel
The webinar, named “The ever-increasing role of Technology and innovation in Travel“, aimed to explore how technology can enhance travel personalization, boost operational efficiency, and improve the customer experience.
Analysts at GlobalData stressed that travel is becoming more dependent on technology-enabled services, focusing on three key technologies that have significantly impacted the travel industry: artificial intelligence (AI), cloud computing, and cybersecurity.
AI Dominates Travel Industry Trends
Using its patent databases, GlobalData was able to examine and track the trending themes across the travel and tourism industries, correlating this with patent publications.
Monia Borawi, a travel and tourism analyst at GlobalData, pointed out that AI led in patent publications from 2020 to 2023 with a total of 2,793, followed by cybersecurity with 1,04 publications.
Borawi also noted that following the development of chat GPT, it has become almost a necessity for companies to adapt to AI in order to remain competitive.
Online travel was identified as the third trending theme across patent publications, with a total of 1,149. According to a GlobalData survey, 38% of consumers are always or frequently influenced by the digital advancement of a travel service or product when making purchasing decisions.
The Rising Influence of Cloud Technology in the Travel Industry
Borawi further commented that online travel is particularly affected as there is a rise in digitally native consumers. Having an online presence is essential for companies to streamline their services.
In terms of employment data, cloud technology jobs were the most sought-after in 2023, peaking at 4,071 hires in March 2023, further indicating a shift toward technology services.
A key discussion point during the panel was the role of generative AI in travel. The GlobalData analysts highlighted that while generative AI has received significant media attention, companies still need to determine its function.
Associate analyst Martina Raveni added that AI’s primary influence is in improving operational efficiency and streamlining operations, especially in areas such as air traffic control, self-check-in, and computer vision processes in the aviation sector.
Raveni also mentioned that through generative AI models like chatGPT, we can see AI’s potential to disrupt all industries.
Nicholas Wyatt, a travel and tourism analyst, emphasized the importance of generative AI in providing “high value” outcomes rather than “generic answers”, with responses being customized for each individual.
Raveni further discussed how AI can help address staffing issues in the travel sector by automating repetitive tasks and freeing up personnel for more critical roles.
David Bicknell, a thematic intelligence analyst, described AI as the “lifeblood” of the technology sector, which provides a wealth of personal data that travel organizations can utilize.