·
Companies that embrace innovation will be best placed to ‘sell travel’
to Gulf customers, according to panellists at ATM 2019
·
Striking the right balance between high-tech and high-touch will be a
key consideration for GCC hospitality and travel operators
· Global sales of public relations robots
projected to hit 66,000 units by 2020
Technologies such as machine learning and
artificial intelligence (AI) have the potential to transform the GCC’s
hospitality and travel sectors, but regional operators must strike the right
balance between high-tech and high-touch.
This was the message from industry experts
participating in Arabian Travel Market (ATM) 2019,
who told attendees that – if implemented effectively – the latest innovations
will help them to ‘sell travel’ more effectively in the future.
Technologies such as virtual reality (VR),
robotic assistants and AI chatbots are already facilitating smoother customer
experiences across the industry. Global sales of public relations robots are
forecasted to hit 66,000 units by 2020, and beacon technology applications in
the hospitality sector are projected to be worth USD 72 billion by 2026.
 |
| charbel-sarkis-regional-head-of-travel-and-hospitality-retail-and-ecommerce-menagoogle |
Charbel
Sarkis, Regional Head of Travel and Hospitality, Retail and
eCommerce – MENA, Google, said: “Machine learning is not something that’s going
to happen in the future. It’s happening right now.
“The assistance this type of technology
provides is very smart. By predicting our behaviour, it can personalise the
entire travel experience. If I’m a first-time visitor to Rome, for example, I
have different expectations than someone who has been five times before and is
returning on business. Machine learning can help to customise the offerings we
receive.”
Innovations such as the Internet of Things
(IoT) could also lead to increased back-of-house efficiency for the sectors
such as aviation. Implementing the technology to improve unplanned maintenance
costs by just one per cent, for instance, could generate industry-wide savings
of up to USD 250 million per annum, according to research conducted by Colliers
on behalf of ATM.
Matt
Raos, Senior Vice President Business to Business – Corporate
and Leisure, Emirates, called for GCC travel operators to enhance the
end-to-end customer journey by implementing technologies collaboratively.
“The challenge we have is that we’re part of a
broader ecosystem,” Raos said. “There is no one player that can do everything
for everyone on their own. We need to acknowledge that we’re participants in
this ecosystem and find ways to collaborate so that we can deliver the things
that customers want.
“It’s about making the whole industry work
together and proceed at a pace that’s not set by the slowest participant in the
chain.”
Machine learning and AI-driven innovations such
as robot concierges and butlers, as well as facial recognition and room
customisation technology, are becoming increasingly popular in the
international hotel sector. However, some GCC brands have been reluctant to
implement innovations due to high customer expectations that have been driven
by the region’s highly trained hospitality professionals.
Danielle
Curtis, Exhibition Director ME, Arabian
Travel Market, said: “Average IT investment by hotels currently stands at four
per cent, yet almost three quarters of all manual activities in the hospitality
industry have the potential to be automated. There is clearly huge potential
for our industry to benefit from technology implementation.
“Nevertheless, the
GCC’s hospitality and travel sectors have built up a global reputation based on
high-quality, face-to-face service, so it is vital that the region strikes the
right balance between high-tech and high-touch. In the longer term, companies
operating in the Middle East’s tourism segment are likely to remain committed
to human interaction, but with the assistance of technology.”
Running until Wednesday,
1 May, ATM 2019 will see more than 2,500 exhibitors showcase their products and
services at Dubai World Trade Centre (DWTC). Viewed by industry professionals
as a barometer for the Middle East and North Africa (MENA) tourism sector, last
year’s edition of ATM welcomed 39,000 people, representing the largest
exhibition in the history of the show.
For full details of the ATM 2019 event programme,
visit: https://arabiantravelmarket.wtm.com/en/events/Events-programme.
