Despite AI’s limitations in terms of certainty of information and lack of semantics, the technology continues to demonstrate good use in the space of travel and tourism, opines Wolfram Höpken, professor and director at the Institute for Digital Transformation at University of Applied Sciences Ravensburg-Weingarten.
In his opening for the March 5 conference session, The Future of Destination Marketing: Is AI taking over?, at ITB Berlin 2025, Höpken identified various AI applications in travel and tourism – specifically offer generation, marketings, information and search, reservation and booking, consumption, and feedback.
He noted that these functions “are not new and have been done for centuries”, and the work process is being improved with statistical approaches and machine learning, “which are the core of AI”.
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