Structured data and AI are driving digital change in tourism. Projects such as the GNTB’s Open Data/Knowledge Graph are creating tools such as “Emma”, an AI-supported travel companion that provides personalized recommendations and inspires users.
Open data: revolution in tourism
Digitalization is changing tourism, especially through the use of artificial intelligence (AI). Travellers increasingly expect personalized recommendations and technologies that make their planning and experiences easier. AI-based travel planners and virtual assistants play a key role in this.
Until now, the focus of many destinations has been on directing users to their websites. In future, however, the aim is to provide exactly the information that travelers need for their individual planning, for example on attractions or events.
This is where the German National Tourist Board (GNTB) comes in with its Open Data/Knowledge Graph project. It offers the industry unique opportunities to shape digital change and exploit the potential of AI.
Copyright: GNTB
Data standards as the basis for innovation
AI only works optimally with complete, clean and consistent data. Standards such as schema.org make it easier for machines to process information. This is particularly important for applications such as chatbots, voice assistants and intelligent search functions. The better the AI, the more users benefit.
The GNTB works closely with the state tourism organizations of all 16 federal states. This has resulted in a database of around 500,000 data records. This data is openly accessible and can be used by third parties such as tour operators and start-ups.
One example of the use of open data is the AI-supported travel companion “Emma”. Emma is active as a chatbot on the germany.travel website and on Instagram. She answers questions, gives travel tips and offers personalized recommendations for travel destinations or activities. In future, she will also integrate real-time data and react dynamically.
Copyright: GNTB/Flovision
“Emma” – The GNTB Travel Companion
“Emma” shows how open data enables innovative applications and creates real added value for users. It illustrates how players in the industry can use AI and open data to create personalized offers.
The GNTB’s Open Data project offers companies the opportunity to become part of this change. What benefits does this offer? The integration of open data opens up new target groups. Linking your own data with the GNTB data pool promotes the development of new products and services, and seamless data integration optimizes the user experience.
Companies and organizations that become part of the network benefit from a platform that promotes innovation and accelerates digital change.
Further information on how the German National Tourist Board is shaping the topic of digitalization can be found on the company’s own website www.germany.travel.
