Artificial intelligence is touching every segment of the travel industry with destination marketing being no exception.
Tourist boards are exploring how AI and other emerging technologies such as virtual and augmented reality can improve destination
search and booking as well as the in-destination experience.
During an interview in the PhocusWire studio at The Phocuswright Conference 2024,
Gregory Yap, vice president of the Singapore Tourism Board, discussed
the rapid pace of change in the travel industry and the convergence of technology.
He shared examples such as a partnership with Google Maps to bring augmented reality experiences in Singapore to maps. Yap also touched on how Singapore's
tourism organization thinks about innovation.
Yap was joined by Jared Alster, co-founder and chief strategy officer of marketing agency Dune7, who said that
while AI is so widely talked about currently, AR and virtual reality continue to show promise for destination marketing.
Alster predicted destinations would start to take AI more seriously, pointing to Brand USA's recent hiring of a chief AI officer as an indication of that.
"It's a good decision to have someone be that internal champion, because I think it takes a lot of effort and it takes a lot of education within
any DMO to make sure that every department understands the power of AI, how to use it, how not to use it," he said.
"So having someone be that single point of contact and speaking to different departments, I think, is a good starting point."
Yap also advised DMOs not to be afraid of emerging technology but to start with small pilots, learn from them and ultimately,
move on if something isn't working.
The pair also discussed hype surrounding AI currently and how advances in data can help to drive greater personalization. Watch or listen to the full session with PhocusWire senior reporter Morgan Hines.