AI is a game-changer in the travel industry, with transformative applications reshaping how we operate and engage with customers: Amit Madhan, President & Group Head – Technology and ESG, Thomas Cook and SOTC Travel
Amit Madhan, President & Group Head – Technology and ESG at Thomas Cook India and SOTC Travel, spoke to Express Computer in an exclusive interview about the strategic use of technology to build customer experiences. Thomas Cook has proactively embedded AI into its omni-channel platforms for personalised travel solutions, better booking processes, and quality real-time support for customers. These include the Digital Forex Centre and an AI-enabled WhatsApp chatbot, which have transformed customer service and enabled seamless 24/7 service, hence higher customer satisfaction and retention.
Thomas Cook has been at the forefront of integrating technology into its services. How is your organisation leveraging technology and AI to enhance customer experience across its omnichannel platforms, and what impact have you observed so far?
At Thomas Cook India and SOTC Travel, our focus on technology and AI has been instrumental in reshaping our customer experience. We’ve integrated AI-driven solutions into our omni-channel platforms to offer personalised recommendations, streamline booking processes, and provide real-time assistance to travellers. We have launched several new digital initiatives like the Digital Forex Centre, FX Mate and FX Now, TC Pay and V-KYC – all of which have been instrumental for TCIL’s tech-driven transformation. Additionally, for our Foreign Exchange business, we offer end-to-end forex transactions via AI-enabled WhatsApp chatbot with 24×7 access from anywhere. It allows customers to view live rates, conduct forex transactions, and send money abroad from the comfort of home or while travelling. The result has been a significant enhancement in customer engagement and satisfaction, reflected in higher and faster conversion rates and an increase in customer retention. Our technology investments have allowed us to better anticipate customer needs, ensuring a seamless experience across all touch points in the travel space.
The travel industry is rapidly evolving with the adoption of AI. In your view, what are the most significant AI trends currently shaping the travel sector, and how is Thomas Cook positioning itself in response?
AI is undoubtedly a game-changer in the travel industry, with transformative applications reshaping how we operate and engage with customers. One of the most significant trends is the growing demand for personalised experiences. AI-driven data analytics enable us to collect and analyses vast amounts of customer data. In addition, it also allows us to deliver accurate and highly tailored recommendations, from destinations and accommodations to curated travel itineraries. Leveraging these capabilities to offer bespoke experiences that resonate with individual preferences and travel histories, significantly enhancing customer satisfaction and loyalty. Virtual assistants are also playing a critical role in revolutionising customer service. These AI-driven tools provide real-time, 24/7 support, answering inquiries, assisting with bookings, and resolving common issues, all while reducing response times and operational costs.
Thomas Cook recently launched a new AI-powered platform. Could you share some insights into its development, key features, and how it is expected to transform the customer journey?
Our recently launched AI-powered platform is designed to revolutionise the travel experience for our customers by offering personalised services. It lets travellers book custom itineraries, including real-time availability of hotels and experiences. The platform utilises advanced machine learning algorithms to analyse customer preferences, travel history, and real-time data, delivering tailored itineraries and dynamic pricing options. Our global network of partners across categories – from flights and hotels to experiences and local transport – makes it easier for the AI platform to streamline and personalise travel for customers.
The key features of the AI platform are theme-based destination rankings, flight and hotel price predictions, activity scheduling and ranking, and budget optimisation. This platform significantly reduces the time spent on planning and booking to just 10 minutes, while also enhancing the overall customer journey by providing highly relevant and timely recommendations. In addition to this, we have also introduced a Holidays app to serve our customers with a convenient, easy-to-access interface, making the post-booking experience hassle-free. With the application’s round-the-clock accessibility, one can access its key documents and booking-related details like flight and hotel with one click. The app also features real-time updates that apprise the traveller about the visa status, weather conditions and other critical travel information, significantly reducing the turnaround time for the travellers. Both these initiatives will ensure an end-to-end seamless travel experience for the travellers, where the AI-powered tool will streamline the pre-booking activities with tailored recommendations and the Customer Self-Service app will simplify the post-booking processes providing 24/7 access to key travel details.
With your strategic focus on technology and ESG, what future innovations or technological advancements are you most excited about, and how do you see them influencing the travel industry in the next few years?
The intersection of technology and ESG represents a new frontier of innovation, and it is here that I see some of the most exciting advancements poised to transform the travel industry. As businesses across sectors increasingly prioritise sustainability, the travel sector is no exception, and the use of technology will play a critical role in achieving our ESG goals.
Innovations like AI-powered carbon emission calculators, ‘Green Carpet’ that helps companies to monitor and manage their business travel emissions. Blockchain for transparent carbon emissions and offset tracking, and smart contracts for ethical sourcing in travel services are set to redefine sustainability in our industry.
Understanding customer sentiments is crucial in the travel industry. How is AI helping Thomas Cook map and analyse customer sentiments, and how are these insights being used to improve service delivery?
AI plays a pivotal role in understanding and analysing customer sentiments at Thomas Cook and SOTC Travel. By leveraging natural language processing (NLP) and sentiment analysis tools, we can track customer feedback across various channels, including social media, emails, and customer service interactions. These insights allow us to identify pain points, monitor trends, and respond proactively to customer needs. For instance, by analysing sentiment data, we’ve been able to refine our product offerings and enhance our service delivery, leading to a noticeable improvement in customer satisfaction scores and a reduction in service-related escalations.
Operational efficiency is vital for success in the travel industry. Can you elaborate on how Thomas Cook is using advanced analytics to streamline operations and drive efficiency across the organisation? Can you share some success stories where analytics have significantly improved performance?
Advanced analytics is at the core of our operational strategy at Thomas Cook. We use data analytics to optimise our supply chain, enhance resource allocation, and forecast demand with greater accuracy. One notable success story is our use of predictive analytics to streamline our inventory management, which has reduced overstocking and improved our booking-to-delivery time. Additionally, our analytics-driven approach to workforce management has enabled us to deploy resources more effectively during peak travel seasons, resulting in an increase in operational efficiency. These analytics-driven approaches help us minimise inefficiencies and provide better service to our customers. While we continue to build on these successes, the focus remains on driving further efficiency gains across the organisation.
