Skift Take
They say "it's about the journey, not the destination." But what may be true in life may not be true about how travelers want to book their trips online. TUI hopes to tap artificial intelligence to make travel search friendlier.
Travel platforms have traditionally prompted users to search with specific queries for flights or hotels. But AI is driving a shift towards conversational search methods, and tour operator TUI is trying to stay ahead of the curve.
TUI has been testing how to move from static search forms to online chats focusing on customers' desired travel experiences, like diving or nightlife, to tailor unique trip itineraries.
"People look first where they can dive best before they decide on a country or a hotel," said CEO Sebastian Ebel during an investor call Wednesday. "Experiences are the main driver for decisions. It is the new lifestyle and global trend."
For more details on TUI's ideas, Skift interviewed TUI Group chief information officer Pieter Jordaan, who said TUI was "investing millions of euros" into generative AI applications.
TUI Tests AI Chat in Its AppTUI has bee