In his speech, Joantxo Llantada explained that the lack of authenticity , standardisation, franchises, etc. are causing the user experience to be lost and, in addition, making it much more difficult to stand out from the competition. Originality must be a key objective for any tourism company and, to do so, it will be essential to have the ability to personalise experiences. Similarly, a strong and coherent culture will also provide the personality, identity and brand that is so necessary in this context.
As for technology , “it is important to understand that it is a means and not an end in itself,” stressed Joantxo. In the case of Artificial Intelligence, for example, the most important thing is not the data but iceland phone number data what we do with it. And to continue advancing and adding value, innovation will be necessary, which pushes us to create products, launch them on the market and test them in increasingly shorter timeframes.
In this regard, Antonio López de Ávila asked the experts an interesting question: what impact will Artificial Intelligence have on the sector? María Ángeles Santos was blunt: “ Never before have technology and business been so closely linked . Consumers demand it and it has become a necessity.” For her, the value of Artificial Intelligence is that it allows us to better understand the customer, personalize their experience and communicate with them in a more intelligent way. The process is “simple”: the devices to which the user connects (in 2020 there will be at least 10) collect information, we use it to create unique experiences and meet their expectations (80% of users expect this to be the case) and, finally, we can establish a communication flow that provides value to the user by having all the information we need from them.