Tag: Travel and Tourism

Resilient and positive event futures with Associate Professor Martin Robertson

Associate Professor Martin Robertson, has recently given keynote presentations at international conferences*1 *2 (2024), as well as presented related research to his colleagues in the inaugural 2025 Tourism Research Centre research seminar*3 at Edinburgh Napier University.

In different ways, each of the above present research to determine processes of stakeholder involvement in successful ‘future visioning’ for a sustainable future. In each, the United Nations Sustainable development Goals (SDGs) are proposed as vital conduits.

Throughout my career in academia, I have always sought to provide a learning, teaching and research experience that is professionally and socially useful – and encourages positive forward action. Sustainability, resilience, regenerative capacity, social justice, and future vision methodologies are key components of this work. I think my research publications, as well as current and past consultancy collaboration, evidence this well.

Very much grounded in Edinburgh, and Scotland, I have nonetheless lived and worked in many countries. Collaborations with researchers in Australia, Denmark, England, New Zealand, Sweden, and Wales have made me very aware of the truly exciting and profoundly global nature of our subject (s). This is true for our students, our research students, our colleagues, and the places in which live and visit.

As well as publishing widely in my research area, I am also proud of the books (six) and journal special issues (eight) I have co-edited. They serve to stimulate thinking and knowledge around the world. The capacity to share knowledge in a world that has a great many challenges – socially, environmentally, and politically – inspires me. If this stops, I stop!

Here, in Edinburgh, I enjoy the benefits of our wonderful city. It never ceases to amaze. I am very lucky to be living and working in such a great environment. A great location to (en)vision a great future.

*1 Robertson, M. (2024) Keynote speaker: ‘Sustainable events and Net Zero’ 5th International Conference on Tourism and Business (ICTB). Mahidol University International College Bangkok, Thailand (August, 21-23)

*2 Robertson, M. (2024) Keynote Speaker: ‘Learning for future challenges: tourism futures and deep learning applied to teaching the UN SDGs’, 2nd Tourism Futures Convention 2024 (TFC), Heilbronn University of Applied Sciences, Heilbron, Germany (November 13th)

*3 Robertson, M. (2025) Research presentation: ‘Business Events and the Efficacy of UN SDGS for the Knowledge City’, Tourism Research Centre Seminar, Edinburgh Napier University (February 5th)

Revolutionising Travel: ChatGPT and Generative AI Usher in New Era of Automation

There’s a new poster child for generative AI – ChatGPT – that is taking travel and the world by storm. With travel highly digitalised, where 66% of all bookings are conducted online in 2023, disruption from generative AI is already rife, writes Caroline Bremner, Senior Head of Travel Research, Euromonitor International.

Balancing privacy and personalisation

Consumers are comfortable with new technology such as voice assistance providing personalised product information. However, how much will they embrace AI that depends on sharing ever more private data to enable personalisation? According to Euromonitor’s Voice of the Consumer: Digital Survey, there is resistance: 45.1% of consumers agreed that they are concerned about how much data companies hold on them in 2023, while 21.8% are not willing to share any personal information.

Generative AI goes mainstream

Released in November 2022 by OpenAI, the speed of adoption of ChatGPT4, a natural language model, has been record-breaking, reaching 100 million users within two months. This is leading to an accelerated phase of automation across operations, communications, marketing, promotion, sales, coding and sustainability.

Leap forward in personalisation

Expedia announced in April 2023 its collaboration with OpenAI, offering in-app trip planning powered by ChatGPT, as well as offering a plug-in to ChatGPT Plus users. The Expedia ChatGPT experience provides personalised recommendations and facilitates bookings, delivering relevant results for hotels, flights and activities.

Other travel brands like Kayak, TripAdvisor, GetYourGuide and Klook followed suit. Hotels and airlines are turning to generative AI for customer service, whilst automating menial tasks. More integration is expected for ChatGPT into the search and booking process. Generative AI is only at the beginning of its journey.

AI creates controversy

 However, the path of adoption will not run smooth as there are concerns over consumer privacy with countries like Italy temporarily banning ChatGPT. There are also concerns about the models being reliant on out-of-date knowledge. However, access to real-time data has been enabled for ChatGPT thanks to a new plug-in with Microsoft Bing.

The risks of amplifying misinformation, bias and inequality are major threats. Tech leaders like Elon Musk recently demanded a pause on AI development to avoid risks to humanity, stating that time was needed to enable governments to play catch-up.

Quality control will be required to ensure that there are no disconnects between trips crafted by AI, but not fulfilled to the necessary standard, leading to consumer dissatisfaction and personal risk.

AI unleashes new era of work

There are alarm bells for what an era of mass automation will usher in for the future of work. Travel agents faced mass disruption due to the rise of online travel three decades ago that led to mass store closures and job losses. Now, more travel agents face more disruption as generative AI accelerates automation across every stage of the customer journey. With Microsoft planning to integrate generative AI into its Microsoft 365 Copilot software, it will become ever more prevalent in consumers’ daily lives, work and travel.