Do we really need an AI strategy in tourism? My understanding: AI is not an end in itself, but a tool. Instead of an isolated AI strategy, we should adapt our corporate strategy. How do you integrate AI into your processes in a meaningful way? How do you use it to increase efficiency and effectiveness and create unique customer experiences?
AI as a Tool, Not an End
In the tourism industry, as in many other sectors, artificial intelligence is on everyone's lips. There is hardly a technical discussion or conference without the topic, and many companies are asking themselves whether they need their own AI strategy.
Let's pause for a moment and think about what AI really means for tourism. Firstly, we need to understand that AI is essentially a tool — nothing more and nothing less. Much like a hammer when building a house, AI is a tool that helps us complete certain tasks more efficiently and effectively. Nobody would think of developing a "hammer strategy" if they wanted to build a house.
Integration Over Isolation
In tourism, we should not see AI as something separate that requires its own strategy, but as an integral part of our overall strategy. The crucial question is not whether we should use AI, but how we can best integrate it into our existing processes and goals.
This means that we first need to focus on our overarching business goals. What do you want to achieve as a company? How can you offer your customers the best possible experience? Only once these questions are answered does it make sense to ask: how can AI help us achieve these goals more effectively?
Practical Integration Framework
- Start with your strategic objectives, not with AI capabilities
- Identify processes where AI creates genuine value
- Pilot in controlled settings before scaling
- Measure outcomes against business metrics, not technology metrics
- Build internal competencies continuously
By Prof. DDr. Roman Egger