3-minute read

Artificial intelligence (AI) is altering the holiday experience through efficiency and security, letting travellers swap time at the front desk for the sauna. As AI continues to develop and learn, travellers recognise that technology is the perfect holiday partner.

Intelligently orchestrating the ideal adventure

Artificial intelligence continues to reshape multiple industries, and now presents a revolutionary opportunity for travel operators to differentiate themselves within the fiercely competitive travel industry. Through harnessing the power of AI, travel brands can transform fragmented, one-size-fits-all experiences into seamless, hyper-personalised journeys that cater to individual travellers. AI has the potential to elevate every touchpoint, creating memories that last a lifetime and fostering unbreakable bonds of loyalty

Proactively tailoring itineraries

Having surveyed over 500 travellers to gain deeper understanding of travellers’ behaviours and attitudes towards sharing data, AI, payments, security and apps, Barclaycard found that half (50%) would be more likely to book with a travel provider who could offer an AI-powered trip-planning tool.¹

One of the most powerful applications of AI in travel, lies in its ability to craft individualised itineraries by leveraging vast amounts of data. Using past booking behaviour and social media activity to determine real-time location data and personal preferences means AI-powered systems can create bespoke recommendations based on preferences. With travellers expressing openness to AI-powered recommendations, payment data could provide part of the insight needed to foster a sense of deep connection and loyalty that goes beyond transactions.

Contactless self-service transactions

Whilst AI is changing the environment, COVID-19 brought initial change to the importance of self-service and contactless transactions. Statista’s 2023 research revealed that almost 50% of travellers said they were somewhat more likely to stay in a hotel that offers self-service technology.² With guests expressing a preference for hotels that offer self-service technology to minimise human contact, traveller priorities have shifted dramatically to more efficient methods, with nearly half of guests desiring a fully self-service model, with staff available only upon request.³ 

AI-powered platforms are positioned to deliver contactless experiences that travellers are seeking. By integrating biometric data, digital identities and sensors, these systems can enable guests to check in, access their room, and make payments without physical interaction with staff or documents. However, it is vital travel brands recognise that AI-powered efficiency must be paired with human warmth: offering a balance of contactless convenience and personal interaction when appropriate, to cater to guests who do not prefer a fully automated approach.

AI integration offering seamless payments

The integration of AI and payment technologies presents a powerful opportunity to leverage data from payment histories and spending patterns. AI-powered systems can offer dynamic, customised payment plans and targeted promotions that drive revenue and boost customer satisfaction. Jamie Evans, Barclaycard’s Director of Travel, Hospitality and Leisure, recognises that brands should be partnering with trusted payment providers as, “integrating payments with AI furnishes endless opportunities to simplify, customise and secure travel, but only with responsible data governance.” With 61% of travellers open to sharing their payment data, it is crucial that travel brands approach data with the utmost care and responsibility.¹

Freeing humans to explore deeper cultural connections

AI’s ability to enable travellers to immerse themselves fully in their experiences, proves that human experience remains a priority even when using technology. AI’s attribute of constant learning allows it to take care of logistical loads – such as bookings, payments, and navigational details – allowing travellers to reduce the time spent on administrative activities when they would rather be admiring a foreign cityscape. Where AI-powered recommendations guide travellers to sounds and flavours of authentic local experiences, rather than tourist traps, AI introduces a process of efficiency and personalisation that travellers desire.

The future of travel

For travel brands, the message is clear: embrace the power of AI but do it responsibly and transparently. By partnering with trusted payment providers such as Barclaycard Payments and prioritising the privacy and security of traveller data, travel companies can access the payment data needed to unlock AI’s full potential while maintaining customer trust and confidence.

With AI leveraging personalised recommendations, streamlined booking processes and seamless on-trip assistance, travel brands can elevate the entire holiday experience, from the moment of inspiration to the final destination.

¹Barclaycard Payments consumer research conducted by Maru, February 2024.
²Source: Guests more likely to stay at hotels with self-service technology worldwide 2022, Statista.
³Source: Justfly.com survey reveals travellers remain confident, Business Wire, Jan 2024.

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