As artificial intelligence (AI) becomes embedded across customer service platforms and in day-to-day travel search activity, travel brands should be aware of biases creeping in.
A session at ITB Berlin earlier this month focused on how the direct answers and recommendations generated by AI bring their share of ethical challenges, potential regulatory issues and bias.
"The key question is how we can ensure AI enhances equity, fairness and meaningful guest experiences, rather than becoming a barrier to them," said Professor Fevzi Okumus of the school of hospitality and tourism management at the University of South Carolina.
Okumus said AI systems can disadvantage certain groups across many areas including recruitment, service recommendations and visibility of businesses.
He added that there are consequences for smaller operators and independent providers struggling to compete against larger brands. And, individuals from underrepresented backgrounds may face barriers created by automated decision-making systems.
He urged the industry to treat AI as an "enabler" rather than a replacement for human decision making, adding that better data governance and greater transparency are needed.
Okumus also discussed the danger of losing sight of what hospitality is and means through a reliance on AI.
"Hospitality is about a smile and a warm welcome. Across different countries, it may be expressed in different ways, but the essence remains the same.
"However, with the rise of advanced technologies, there is a growing question about whether these distinctive elements are being lost. As AI becomes more embedded in experiences, there is a risk that interactions become standardized and less personal. Cultural practices and traditions, once deeply human and locally specific, could be replicated in ways that feel uniform rather than authentic."
He also proposed a framework be developed to audit basis within AI systems to ensure they operate in a "transparent, fair and trustworthy way."
"It is important to establish clear standards around transparency, along with clarity on who is responsible for monitoring and enforcing them."
Watch the full session below.
When AI Decides Who Belongs