How do we use it?
ML is not implemented to solve issues, but to improve processes by allowing them to scale with accuracy. The main ways ML is used in travel are; price yielding systems, recommender systems, sentiment analysis, fraud detection and a few more. These can usually be put into two categories – detection and prediction.
Holistic, our travel CRM software, has an inbuilt recommender system used for personalisation. Personalisation can be anything from an email with a specific name on, rather than a generalised address e.g. sir or madam, to a “people like you also like this” level. Personalisation is key to enhancing customer experience and creating that intimate bond.
Holistic has been enhanced by ML making human interaction less necessary for small, simple tasks and enabling customers to have an optimised experience. Holistic recognises the “theme” – what the customer is looking to purchase, and the “stage” when the customer is likely to purchase. We use ML to attempt to improve the accuracy of these predictions. Then, reports and recommendations are made at each stage for specific users to cater to their specific needs. You can request a demo of Holistic here.
ML is present across the whole travel industry. It is used to enhance sales and to offer customers reliable or more accurate services. Translation apps perform astonishingly making travel easier for anyone. They have been able to develop in such a way due to the sheer amount of data available. Further, Google Duplex; a new, up and coming feature which provides telephone services. Google Duplex is extremely advanced with speech nuances which mimic human traits e.g. colloquial phrases like ‘um’ to indicate a humanised thinking process.
Remember – ML is used to improve a process or help scale a system, it will not magically create more revenue. A company wishing to embark on any such project should identify why it is needed.
With recommender systems, these are used to enhance a client’s relationship with a company, but this should not be done in isolation. Companies must create value in their products and their approach. User experience is crucial to creating a loyal customer and enhancing their overall experience.