On May 25, a well-known international management consulting companyOliver WymanA report on ChatGPT, Gemini, etc. was released on the official websiteGenerative AIexistTourism IndustryApplication SurveyReport.
Oliver surveyed 2,100 consumers primarily in the United States and Canada to see how they use generative AI during travel and their satisfaction.
The results show that41% people are using generative AI to get travel inspiration or itinerary planning, an increase of 7% from 34% in August 2023, and users of generative AI who have used 82% will use it again for tourism applications.
Key findings
- Leisure travelers are increasingly using generative AI tools for travel inspiration and itinerary planning.
- Young travelers, highly loyal brand users, and cruise enthusiasts are the highest adoption groups for generative AI.
- Consumers are more likely to use generative AI tools provided by platforms they regularly use or have a paid relationship with, such as ChatGPT, Gemini, etc.
- Generative AI increases the likelihood that consumers will book a complete trip based on the tool’s recommendations, thereby increasing the business value of travel agencies and surrounding services.
In terms of satisfaction, more than 75% users expressed satisfaction or very satisfaction, and most users made actual reservations of hotels, restaurants, entertainment facilities, etc. based on the recommendations of the AI tool.
There are also some differences in consumers’ trust in different generative AI tools, with applications surveyed for Google’s Gemini and OpenAI’s ChatGPT.
The data shows that consumers are more likely to trust generative AI tools provided by travel brands with which they already have registered accounts, with the trust level of generative AI tools provided by travel brands with registered accounts being 43%, while the trust level of tools provided by brands without registered accounts is 31%.
also,More than 70% consumers are open to personalization with generative AI tools, suggesting that travel advice like ChatGPT, which can provide customized suggestions based on users’ personal data, will be popular with consumers..
For example, if you want to travel to Paris, France, and hope to visit as many places of interest as possible in one day, ChatGPT can provide one-day tour suggestions based on the user's interests and time constraints: visit the Louvre in the morning, enjoy a French lunch by the Seine at noon, visit the Eiffel Tower and the Champs-Elysées in the afternoon, and recommend watching the nightlife in Montmartre or an opera performance on Boulevard Haussmann in the evening.
Or maybe you want to go on an outdoor adventure trip and take photos of the scenery in the South Island of New Zealand. ChatGPT can provide you with popular hiking routes in the South Island of New Zealand.
For example, there is information on the Milford Track and Aspiring National Park, including the difficulty level of each trail, the time required, the best season and the necessary equipment.
In addition, it can also provide suggestions on how to have a better travel experience, safety tips, and nearby accommodation and restaurant reservations.
Lawrence Burka, leader of Oliver Wyman’s transportation and services and pricing, sales and marketing practices, saidThe reason why generative AI is so popular in the tourism industry is that it mainly solves the two major difficulties of travel inspiration and journey planning, helping travelers save a lot of time.
However, some tourism agencies are very slow in developing generative AI and may miss some business opportunities. They can promote their brands on some well-known products, such as ChatGPT, Gemini, etc., to gain higher exposure opportunities.
About Oliver Wyman
Oliver Wyman was founded in 1984 and is an international management consulting firm formed by the merger of four consulting firms. It is headquartered in New York, USA.
Oliver Wyman has offices in many countries around the world, mainly providing strategic consulting, corporate operations, risk management, financial investment and other services.