Niall Gibbons, former director of Tourism Ireland and now with NEOM in Saudi Arabia, has told the ITB Convention in Berlin that technology has opened up new opportunities of rhte travel trade.
He noted the rising sales of package holidays and the accompanying consumer desire for trust and reliable sources when booking travel.
Gibbons highlighted the importance of events like ITB for face-to-face networking, allowing industry professionals to build connections and trust in the travel trade.
He said language barriers present challenges for travellers and bring focus back on the need for dependable service providers.
Mr Gibbons shared: I think we have to remember that technology is a means to an end, not an end in itself. What I mean by that is it’s about driving sales and giving customers more choice. It is going to continue to revolutionise, as it has in the last 25 years, and AI will come on stream, finding its place, and there will be something else after that.
I’m not surprised that the sales of package holidays have gone up because people are also looking for trust. Who am I buying my vacation from? We are bombarded on the web; if you just search for any country, there is so much choice. Who am I dealing with? Who is my transaction with? There is an issue of trust at the moment, and that creates an opportunity.
That’s why events like this and ITB are so important; we get to meet each other face to face, get to know each other, and maintain connections. I think the traditional travel trade continues to play a really important role in global tourism. For people coming from markets like China and India, who may be more uncertain about Saudi Arabia, language issues present a challenge. They need trust in someone who can assure them that when they get on their flight, check into their hotel, and have their excursions planned, they are paying someone who will ultimately provide a good experience.
I think there’s a real opportunity still for the traditional travel trade, particularly in the Saudi Arabian market. There will be FIT (Fully Independent Travel) business; some people will be able to book direct, as they are becoming more familiar and more confident in taking their own opportunity to book directly. But as the world looks for more trust, I believe the opportunities for the traditional travel trade are still significant.
