麦肯锡：2023年人工智能时代的旅游业发展前景分析报告【英文版】

+ September 2023 Table of contents Executive summary Introduction Chapter 1. Know your customers like you know your friends Chapter 2. Design your products to surprise and delight Chapter 3. Empower your workforce to follow through on promises made Conclusion Checklist29 About Skift About McKinsey & Company McKinsey is a global management consulting firm committedto helping organizations accelerate sustainable and inclusivegrowth. We work with clients across the private, public, andsocial sectors to solve complex problems and create positivechange for all their stakeholders. We combine bold strategiesand transformative technologies to help organizations innovatemore sustainably, achieve lasting gains in performance, andbuild workforces that will thrive for this generation and the next. Skift is the largest industry intelligence platform providing media,insights, and marketing to key sectors of travel. Skift deciphersand defines trends for global CEOs and CMOs across the travelindustry through a combination of news, research, conferences,and marketing services. Acknowledgements The report draws on joint research carried out between McKinsey & Company and SkiftResearch, including executive interviews. The authors wish to thank the following travel executives who generously shared theirperspectives with us: Ella Alkalay Schreiber (GM of Fintech, Hopper), Andres Barry (President, JetBlue TravelProducts), Claire Bennett (Global CCO, IHG), Jason Birnbaum (CIO, United Airlines), AlixBoulnois (CDO, Accor), Rob Francis (CTO, Booking Holdings), Christiaan Hen (CCO, Assaia),Harsha L’Acqua (CEO, Saira Hospitality), Schubert Lou (COO, Trip.com), Doron Meyassed(CEO, Plum Guide), Markus Mueller (Founder and Managing Director, GauVendi), RajeshNaidu (SVP and Chief Architect, Expedia), Albert Ng (Co-founder and CEO, MisappliedSciences), Casper Overbeek (Head of Customer Experience, citizenM), Eric Phillips (SVP andCDO, Delta Air Lines), Nikhil Ravishankar (CDO, Air New Zealand), Ilan Twig (Co-founderand CTO, Navan), and Luca Zambello (CEO, Jurny). We also acknowledge McKinsey’s Marisa Ancona, Danielle Bozarth, Melissa Lukasiewicz,Elena Patel, Alessandra Powell, Darren Rivas, Ellen Scully, and Jules Seeley for their contri-butions to this report. Additionally, we would like to thank Skift’s Jane Alexander, Rafat Ali, Varsha Arora, JeunesseJackson, Carolyn Kremins, Jeremy Kressmann, and Brian Quinn. We would also like to thank Skift’s Melissa Carter and Taylor Slattery, and McKinsey’sCrystal Ball, Kamila Cieslak, Maggie Coffey, Jackie Fermo, Natalia Quesada, Alice Shol-to-Douglas, and Corinne Teschner for their creative, editorial, external relations andcommunications support. Executive summary Every generation has its own “golden age” of travel that is oftendefined by the widespread adoption of new technology—fromthe jet engine of the 1950s that drastically reduced travel timesto the dot-com period of the 1990s that allowed customers tobuild their dream itineraries online. Now, a new era of digitallyenabled travel is upon us, with advances in artificial intelligence(AI), including generative AI (GenAI), and machine learning(ML) transforming the experience. Applications span travelorganizations and use cases from AI-enabled trip planning, toindividually tailored communication during disruptions, to livesimulation models and virtual reality (VR) training to improvefrontline decision making. in person, making it an inherently human-centric experience.The industry currently has an opportunity—and perhaps evena duty—to define what this looks like in the digital age. While most travel companies aim to provide exceptional serviceand deliver the perfect trip, the average traveler’s experienceis often far different. Operators inconsistently deliver on base-line expectations of timing and quality (e.g., itinerary changes,delays, and cancellations), which too often cause customersstress and anxiety. Despite this, people still aspire to travel.Through both established and new technologies, companieshave an opportunity to keep this aspiration alive by closingthe persistent gap between the promise and reality of travel. Technology has influenced the way consumers experiencetravel, too. According to Skift Research, people have increasedtime spent on digital devices by 70 percent since 2013.1Thistrend accelerated during the COVID-19 pandemic, whenonline interactions frequently replaced in-person contact andconsumers became more accustomed to using digital tools.However, traditional travel is unique in that it can only happen Embracing this opportunity and adopting new technologiesmay require investment. Larger companies may have moreresources to invest in new technologies and develop in-housecapabilities, but a robust ecosystem of service providers hasemerged that makes new technologies accessible to companiesof all sizes. According to McKinsey Digital estimates, by holisti-cally addressing digital and analytics, i