OTAs are excited about travel planning tools, but we have yet to prove that there is real consumer demand for a dedicated tool
Jun 5, 2024
According to a Skift Research survey earlier this year, 78% of American travelers have not used ChatGPT or other AI-based apps to plan their trips, and 37% are not even interested in trying.
Key takeaways
- The problem may stem from industry fragmentation and a lack of shared information;
- For example, the hotel industry should focus more on orchestrating the trip rather than just providing a place to stay;
- Currently, to get recommendations for nighttime activities in a city, you have to ask the concierge. How can we move to a digital journey? And how can we integrate high tech and high touch in a way that is meaningful to the consumer?
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