I’ve often said that I’d retire when the term “digital” disappears from marketing discussions—when we simply say “marketing” and the digital component is fully understood and embedded in business operations. This is with the backdrop of my entire career having been intertwined with digital technology, from before we even used the word “digital.”
However, with the unprecedented growth ai AI-enabled technologies and solutions, it’s given me cause to research and understand the opportunities for the tourism industry and to support through adaptation that must occur now to remain relevant.
The Early Days: Pioneering Web 1.0
When my career intersected with digital innovation, it was the era of Web 1.0. I had the privilege of working for what is now known as Tourism and Events Queensland. I led the development of the first-ever Queensland destination website and implemented online interfaces for retail and wholesale reservation systems. This was groundbreaking work in the mid-90s.
Back then, we didn’t know what was reasonable or not to ask developers to achieve the vision we had. Software developers were stretched to their limits, exploring new ways to reuse reservation data—what we now call “content”—to build cutting-edge web pages. Of course, these pages loaded at a snail’s pace over dial-up internet, but we did it. We created Queensland’s first destination website and online reservation platforms.
A Legacy of Innovation: The Australian Tourism Data Warehouse
This experience led me to project manage the launch of the Australian Tourism Data Warehouse (ATDW). The ATDW has left a significant legacy, providing a centralised platform for tourism businesses to distribute their information to state, regional, and national tourism websites. This innovation supported the industry by ensuring consistent, reliable data for travel planning, helping destination marketing organisations (DMOs) maintain a 30% share of the travel planning market.
I went on to serve as the CEO of ATDW for ten years, and it solidified my belief in the power of continuous education and digital transformation in the tourism industry. Keeping up with rapidly evolving technology has always been essential for businesses to thrive sustainably.
The End of “Digital” Marketing?
Fast forward to today, and the term “digital marketing” feels redundant. Digital tools are now embedded in every aspect of marketing. So, is my work done? I thought maybe it was, but the landscape has shifted yet again. We’re now witnessing an unprecedented revolution with artificial intelligence (AI).
AI: The Next Big Disruption in Travel
AI is poised to disrupt the travel planning and booking process like nothing we’ve seen since the rise of online travel agencies (OTAs) such as Lastminute and Wotif. When OTAs emerged, they forced tourism operators to embrace technology for managing inventory, pricing, and bookings. Hotels led the way, and soon it became standard across the industry.
Despite the rise of social media and other marketing channels, the booking process remained largely unchanged for two decades, and DMOs were clear on their role in the travel purchase cycle, supporting the Inspire and Planning phases, and handing the consumer off to operator and partner sites for booking. But AI is changing everything.
With continuing growth in consumer use and improvements in user experiences of AI-enabled tools like chatbots and AI powered itinerary planners, consumers are achieving their holy grail of a highly personalised, integrated inspiration, planning and booking experience. Tourism Australia’s Future of Distribution Report cites personalisation as one of the major trends in changing consumer expectations.
Real-World AI Applications: Tourism and Events Queensland
One compelling example of how AI is shaping the future of tourism is the chatbot on Tourism and Events Queensland’s queensland.com website. This chatbot leverages their existing content within an OpenAI framework to engage with consumers during the planning process. Not only does it provide itinerary suggestions and answers to travel-related questions, but it also serves as a learning tool. By analysing the questions people ask, Tourism and Events Queensland can gain valuable insights into traveler behavior and preferences, refining their content and strategies to better meet consumer needs.
This AI-driven approach demonstrates how DMOs can enhance consumer engagement and streamline trip planning. The chatbot offers immediate, helpful responses, making the user experience more efficient and intuitive—a clear indication of where the industry is heading.
Introducing Trvlr.ai: An Australian Innovation
Enter Daniel Blickling, a Brisbane-born engineer with a passion for travel. Daniel has created Trvlr.ai—an AI-powered platform that offers dynamic itinerary planning and single-transaction booking. This is a game-changer.
In all my years working with tourism technology, I’ve seen countless attempts to achieve these goals, but none succeeded. Daniel’s platform does:
- Genuine Dynamic Itinerary Planning: Trvlr.ai understands travel logistics, including the time needed between experiences and locations.
- Single-Transaction Multi-Platform Booking: Trvlr.ai integrates with channel managers like Rezdy and FareHarbor, making instant bookings possible and Trvlr.ai enables multiple experiences to be booked in one seamless transaction.
The video below is a quick demo of creating a bookable itinerary for a visit to 1770/Agnes Water in Queensland, with the user journey having been facilitated by a destination-specific integration of trvlr.ai.
Why This Matters for DMOs
Trvlr.ai isn’t just a tool for travelers; it’s a solution for destination marketing organisations (DMOs). The platform integrates effortlessly with DMO websites, providing a branded, user-friendly trip-planning experience. This low-cost, quick-implementation solution helps DMOs stay relevant in a rapidly changing digital landscape.
The Urgency to Adopt AI
AI is no longer a futuristic concept; it’s happening now. From $22,000 robots in restaurants to AI-enabled OTAs, the industry is evolving. DMOs that fail to integrate AI into their user experience risk becoming obsolete. Today’s travelers expect AI-powered efficiency, like smart chatbots and seamless itinerary planning with integrated booking.
Take a moment to explore Trvlr.ai. The platform’s potential for DMOs is immense, offering industry benefits like lower commission rates and enhanced user experiences. Supporting this Australian innovation means investing in local talent and ensuring the tourism industry’s future.
Adopt and Adapt
The message is clear: Adopt AI now and adapt quickly. Waiting to see what happens is not an option. DMOs must act to remain valuable to their members and competitive in the market. AI is not a threat; it’s an opportunity to enhance efficiency, boost user satisfaction, and future-proof your organisation.
I believe in Trvlr.ai, in Daniel Blickling, and in the power of Australian innovation. If you’re ready to explore AI strategies for your DMO, I’m here to help guide you through the process. Together, we can ensure your organisation thrives in the AI-powered future of travel.
