The Ethical Use of AI in Group Travel
It seems everywhere you look, there's talk of artificial intelligence (AI) and its effect on our personal and professional lives.
Those in the travel industry may be wondering what it's all about or even be nervous AI will replace their job. Thankfully, travelers still seek human connection and are appreciating travel advisors and tour operators at a growing rate.
Having a healthy perspective of AI is vital as it continues to change and its uses grow in the world around us. It's important to frame AI as a tool to help you in your work, versus something that's going to "do the work" for you. While planning and executing your group travel outings, be sure to keep these tips and considerations in mind.
WHAT TO AVOID
Over-promising or misleading content: The use of artificially generated imagery and visuals can be particularly problematic for a number of reasons. If you'd like images of travelers enjoying a particular destination or attraction but don't have any original photography of your own, see if you can request some from local DMOs, CVBs and suppliers who've likely hired local photographers, or ask past travelers if they have any images they'd be willing to let you use. The last thing you'd want is AI generating an unrealistic image of a place, adding in extra fingers, or accidentally falling victim to the discriminatory bias AI systems have been known to have regarding race, gender, age or other characteristics.
Not fact-checking: Sure, AI can generate an itinerary for you based on a group's specific needs and interests. However, if you choose to go this route, it's vital to fact check the information you're given (confirming establishments still exist, are open, have the focus you're looking for, are within a realistic distance from one another, etc.). Often, folks use AI as a jumping point to discover places they may not have known about, but ... DMOs and CVBs—the boots on the ground—can also accomplish this for you.
CAN AI HELP? SOME CONSIDERATIONS ...
Improving efficiency and growing operations: Whether it's summarizing an itinerary, handling sensitive data, drafting a marketing email or otherwise, a number of AI platforms have been developed to help professionals better manage time-consuming tasks. It's important to note, however, that these advancements don't mean a job should now be done by AI versus a real person. On the contrary, these platforms should be utilized as a tool to help existing team members and leaders build and grow efficiency in order to better serve their clients and travelers. Less time on prolonged tasks means more available time for innovation, ideation and creativity.
Staying in-the-know: One advantage of AI is being able to receive information quickly as it's happening. Group travel professionals could use initial alerts provided by AI regarding potential risks (global events, weather, flight delays, political situations, etc.) as a springboard to reach out to partners to manage any necessary pivots while also keeping traveler safety top of mind. Predicting pricing trends is also another plus when it comes to a jumping point for your planning. Looking for new itinerary theme ideas? Ask about popular trends within a demographic in order to begin your brainstorming.
Ultimately, group travel professionals should always prioritize authenticity and client satisfaction. Part of accomplishing that goal is ensuring that as the industry evolves, we're able to ethically evolve with it—while maintaining the integrity travelers have come to not only expect but require.
Written by Sarah Suydam, Managing Editor for Groups Today.
This article originally appeared in the Nov/Dec '24 issue of Groups Today.
