Using generative AI in the corporate travel industry
There’s no doubt that artificial intelligence can transform the travel experience, and in many ways it already is. From travel planning and customer service to baggage handling and flight forecasting, the opportunities are endless.
Many travel companies are figuring out how to use AI technologies such as Chat GPT and generative AI in their businesses. In June 2023, FCM announced a glimpse into how we plan to use disruptive technology. As John Morhous, Flight Centre Travel Group's chief experience officer said: “AI has the power to enhance intelligence and creativity while deepening our expertise and insight. This presents us with unprecedented opportunities that extend to every touch point.”
Let’s delve into what our teams think, and what FCM is already piloting.
John Morhous on a human-centered approach
John stresses the need to establish governance and structure when using tools like Chat GPT in travel. He advocates a responsible co-existence that prioritizes human oversight.
“Generative AI unequivocally has an incredible ability to rapidly perform complex activities in the blink of an eye. We predict this will help remove workplace drudgery and supercharge our teams so they can focus on higher-value work and personal interaction. This is vitally important to the service we provide for our clients,” said Morhous.
Watch John talk more about generative AI and FCM’s plans.
AI initiatives under development at FCM
Creating personalized policy communications. Travel managers can use AI as their researcher and copywriter to easily create notifications and “pop up” priorities, prompts, and nudges to encourage booking behavior. Buyers can already do this in FCM Extension manually, but the AI-empowered upgrade is in early tests with customers.
Automatic parsing of email itineraries to capture leaked reservations, which improves travel manager oversight of employee travel schedules and arrangements.
Clarifying and routing travel requests by determining if it should push the user to OBT, travel arrange, or travel agent.
Capturing all information upfront when booking a trip or other service and structuring for the agent to easily take over. This limits the burden on the agent collecting certain standard information.
Normalizing of hotel names, locations, and descriptions across multiple suppliers to solve an age-old problem of lack of consistency of hotel properties.
Capturing, understanding, and referencing all travel program documents in a single interface to allow full access to policies, contracts, and meeting notes. This ensures quick and complete data access for better decision-making.
Our technology experts talk AI
Watch Michel Rouse, Chief Product Officer, and Daniel Senyard, Lead for FCM Extension share their thoughts on AI in the business travel industry, including:
What advancements they’re seeing in travel
Why a human-centered approach to AI is important
The approach FCM is taking
Key tech initiatives for FCM in the next 12 months