What
A recent Phocuswright study examined the role chatbots play in travel planning. According to the September report, most travelers felt more comfortable planning activities via text or chat-based messaging apps than with a chatbot. (Note: Phocuswright is owned by Northstar Travel Group, the parent company of TravelAge West.)
Why It Matters
Travel agents know there’s no substitute for human interaction, but they would be naive to think this tech doesn’t have a place in the industry. Although consumers prefer interacting with humans over computers, four in 10 reported feeling comfortable using bots. Advisors would do well to keep abreast of this developing technology to see how it can serve them in the future.
Fast Facts
- Surveyed travelers ranked their comfort level (on a scale from 1-5) in using technology to perform a variety of travel-planning tasks in a variety of categories including customer service; human touchpoints; travel planning; and booking.
- Four in 10 travelers indicated they are comfortable using chatbots; research analysts believe that personalized interactions would likely “help tip the scales,” according to the report.
The Details
Phocuswright
www.phocuswright.com
