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Reality of Contrasts

At a recent conference on business travel, discussions revolved around the future of the sector, and how voice technology would soon emerge as the new and advanced medium of bookings. In a stark reality of contrasts, a trade association hosted a session for its members to introduce them on using ChatGPT to generate content for destination marketing.

This is a clear example of how complex and diverse this industry is, where a certain section of players is already contemplating moving towards matured technology use, while a large portion of the value chain is still gradually warming up to the adoption of new-age concepts to drive business.

However, what is constant among both is the need to learn, evolve and stay relevant. Gone are the days when the debate was about offline vs. online agents. The real challenge is adapting to newer technologies at a faster pace for better value and data-driven growth. The focus is now on leveraging technology to streamline processes, enhance customer experiences, and stay ahead in an industry where innovation is becoming synonymous with success. The influx and popularity of travel tech start-ups and white label solutions highlight the industry’s collective realisation that staying at the forefront of technological advancements is no longer a choice, but a necessity for sustained growth and competitiveness.

It is a right move in the right direction to realise that change is the only constant.

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