Marketing Technologies of Personalization in Tourism Based on Artificial Intelligence

Abstract

The research deals with the analysis of marketing technologies of personalization in tourism based on artificial intelligence (AI). It is noted that one of the latest transformations in the field of tourism is caused by the development of information and communication technologies based on innovations in AI. It has been established that personalized travel and an individual approach to tourists by travel companies is one of the most important trends in the modern tourism industry. It is the use of AI that will allow a specific travel company to create a good, personalized experience that is better than that offered by its competitors. AI-powered personalization is viewed as the use of AI technologies to create personalized experiences for travellers based on their individual needs, preferences, lifestyles, behaviours, etc. The use of marketing technologies of personalization in tourism allows the client to get a meaningful journey based precisely on his or her greatest preferences and needs. The benefits of AI-based personalization in the tourism industry are highlighted. AI-based personalization has been found to transform the tourism industry in many aspects of operating activities. It has been proven that the introduction of AI technologies in tourism will cause a massive departure from traditional operating models. It has been established that in modern conditions it is important to offer AI to clients in the form of interactive and self-service technologies to ensure the best interaction with them. It has been shown that one of the most sought-after applications of AI in the tourism industry is online customer assistance. It has been found that for better competitiveness, it is important for travel companies to pay attention to customer service, which allows deepening relations with customers; to use native advertising to deliver unique travel experiences and programmatic advertising that is tailored to the tourist's browsing behaviour. It is noted that marketing technologies of personalization in tourism based on AI provide the following: segmentation of customers according to indicators of probable conversion; retargeting to more promising tourists; directing advertising to customers with Google AdWords. It is emphasized that personalized recommendations based on customer behavioural data are one of the most effective ways to grow a travel business. One of the leading trends in AI-based personalization in the travel industry is the integration of this technology into travel applications and platforms. Another trend in AI-based personalization in the travel industry is the integration of voice assistants (Amazon Alexa, Google Assistant) when travelling. Artificial intelligence-based personalization is predicted to be further integrated into the travel experience, providing travellers with new and innovative ways to plan, book, and experience travel.