Jorge Coromina

Generative AI: the buzzword that would transform tourism

Generative Artificial Intelligence, or Generative AI, is a branch of Artificial Intelligence that focuses on creating models capable of generating new and original content. 

These models use machine learning techniques, in particular neural networks, to learn patterns and structures in datasets and then generate new content based on these learned patterns.

With the ability to generate new and tailored content, this technology has the potential to improve the tourist experience, personalise recommendations and facilitate travel planning and organisation. Here are some of its possible applications:

• Visual content generation: generative models can create images or videos depicting landscapes, hotel rooms, restaurants, etc. These images can be used in catalogues, websites, mobile applications or in tourism marketing to provide an attractive visual representation of tourist destinations and services.

• Personalised recommendations: Generative models can analyse user data, such as preferences, travel history and past activities, to generate personalised recommendations for destinations, hotels, activities and tourism experiences. These recommendations can be tailored to the specific interests and needs of each user, providing a more relevant and satisfying experience.

• Itinerary creation: Using data on tourist destinations, points of interest, time constraints and user preferences, generative models can generate complete and optimised travel itineraries. These itineraries can include suggested places to visit, travel routes, recommended activities and detailed schedules, facilitating trip planning.

• Machine translation and chatbots: Generative AI can be used to develop machine translation systems that help overcome language barriers for tourists. In addition, Generative AI-based chatbots can provide automated and personalised responses to common travellers' questions, providing assistance and support during their tourism experience.

• Simulation and virtual reality: Generative models can be used to create immersive virtual environments that allow users to explore tourist destinations without leaving home. This can be useful for pre-trip planning, destination promotion and virtual reality experience in hotels or travel agencies.

Transforming Google Maps

A recent report published by Lufthansa Innovation Hub (LIH) finds that Generative AI has the power to supercharge maps and turn travel planning upside down, according to a report by Lufthansa Innovation Hub (LIH).

Generative AI

In its latest study, LIH claims that the integration of generative AI with map-based interfaces "not only has the ability to augment our interactions with the application, but could truly revolutionise the entire travel planning process, from inspiration to itinerary creation and, most importantly, real-time exploration".

The report, written by Christine Wang, CEO of LIH, urges the industry to change the current use of AI in itinerary planning, as it is not aligned with travellers' preferences and desires. She adds that real-time information is so far lacking in ChatGPT or similar applications, which further limits the value of itineraries.

While the study highlights a number of start-ups, some of them with generative AI, working to combine travel planning and maps, it says Google Maps is the one to watch, as it is already a tool trusted by millions of travellers around the world for its immersive navigation features and its ability to deliver what is available in an area.