Destination marketing is no exception. Artificial Intelligence is affecting every segment of travel. Tourist boards are exploring AI and other emerging technology such as virtual and Augmented Reality to improve destination search, booking and the in-destination experiences.
During an interview in the PhocusWire studio at The Phocuswright Conference 2024, Gregory Yap, vice president of the Singapore Exhibition & Conventions Bureau (SECB), discussed the rapid pace of change in the travel industry and the convergence of technology.
He gave examples, such as a Google Maps partnership to bring augmented-reality experiences in Singapore onto maps. Yap touched on the innovation mindset of Singapore’s tourism organisation and SECB.
Yap was joined by Jared Alster, co-founder and chief strategy officer of marketing agency Dune7, who said that while AI is so widely talked about currently, AR and virtual reality continue to show promise for destination marketing.
Alster predicted destinations would start to take AI more seriously, pointing to Brand USA’s recent hiring of a chief AI officer as an indication of that.
He said: “It is a good idea to have an internal champion because it takes a great deal of effort and education to ensure that every department knows the power of AI, what it can do, and how it shouldn’t be used.”
“I think having someone as that single point-of-contact and speaking to various departments is a great starting point.”
Yap advised DMOs to not be afraid of new technology, but to start small, learn from them, and move on if it doesn’t work.
The pair also discussed the hype surrounding AI and how data can help to drive more personalization. Watch the full session featuring PhocusWire senior journalist Morgan Hines.
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