Our daydreams are often filled with images of exotic locations that we would like to visit someday. From the white sandy beaches of Aruba to the temples of Angkor Wat, humans have the unique ability to transport ourselves to these distant, almost mythical spots. For advertisers, being able to mine those daydreams and decipher their secrets would reveal the personal, individualized travel aspirations of virtually any traveler.
With the advent of artificial intelligence or AI, those abilities are starting to become reality as advertising teams are just beginning to tap into the technology's uncanny power to peer into the thoughts of the audience and craft messages that can speak directly to them.
With AI, travel advertisers are already building the ability to develop campaigns that utilize machine learning and predictive analysis to study consumer behavior and formulate trends. The most intriguing notion of them all, however, is the fact that AI in travel is just beginning.
The Future Is Bright
Although still in its nascent stage, AI will give travel campaigns a level of personalization that will inevitably lead to greater efficiency and conversion rates, providing a customized message down to the individual level.
By mining the wealth of personal information gathered from social media, ranging from uploaded pictures to simple likes and shares, as well as internal information through reward plans and past behavior, an advertiser will be able to route all of the data into AI-based software. The results will help travel companies identify patterns of places an individual wants to visit along with locations they've already seen to create campaigns and offers tailored specifically for the individual.
Given the raw computing power and advancements in algorithmic modeling necessary for such efforts, advertisers have never enjoyed such abilities in the past.
AI Is Already Changing Travel
Some aspects of AI in travel are already being incorporated into everyday practice. Wayblazer provides AI-based computing for B2B applications specifically built for the travel industry. With a growing customer base that already includes Hilton Hotels, Visit Orlando, and Travelocity, Wayblazer is providing such companies the ability to hone in on specific needs of the individual customer and offer travel packages tailored to those needs.
Another Wayblazer customer, Leading Hotels of the World, integrated their AI-software into their new discovery tool, enabling them to process natural-language searches into precise hits from the many hotels within their organization. By taking advantage of the AI processing, the company allows current and prospective customers to search using their normal, everyday language to create travel ideas based on company-owned properties, thus maximizing the potential for the search to convert directly to sales.
Similarly, Crowdriff provides different travel brands use of its AI-based platform to collect and organize visual media to construct more customized, targeted advertising strategies.
One of their clients, the Royal Museum of Ontario, used Crowdriff to gather the uploaded pictures from the thousands of visitors they receive on a daily basis. Crowdriff was able to organize the media into data that was used to develop content marketing strategies that were integrated into the museum's website, increasing time spent on the site four-fold, as well as a 30% drop in bounce rate and 20% month-over-month growth in their social media following. Given the sheer volume of the digital media created by visitors to the museum each day, such efforts wouldn't be possible without the AI-based search platform.
AI is just beginning to make an impact on travel marketing and advertising. In the near future, companies will be able to develop campaigns that are specific to the individual traveler and are based solely on social media posts and behavior.
In other words, travel advertising will soon mine an individual's actual posts, both visual and non-visual, to develop strategies that speak to their specific wants. Short of telepathy, it's hard to imagine a more powerful tool at an advertiser's disposal.