In recent years, the travel industry has found itself at a transformative crossroads—one defined not just by recovery from global disruptions, but by the need to reimagine how attractions and experiences engage with today’s travelers. At the heart of this transformation is AI implementation: a concept that has become both a buzzword and a blueprint for the future.
But what does AI implementation really mean for attractions and experiences?
Patrick Gray, Expian's CRO, "When speaking to operators in our space, 'AI' is still very much an unknown and scary topic for many owners. The big shiny things on the market cost money and require resources that many operators do not have access to. AI is delivering time and resources in our own product development and we're exploring how we can utilise AI in our back office, to create efficiencies and reduce operational cost and impact."
Continues, Patrick, "It's OK and understandable to be nervous when discussing this topic. You are 100% not alone and should not feel you're expected to dive into AI investment. There are ways (low cost, low impact) of testing the water and understanding your AI objectives."
At its core, AI (artificial intelligence) refers to machines and software capable of learning, decision-making, and prediction. In the travel industry, AI-powered systems can streamline operations, personalise experiences, and drive new levels of engagement. Think of:
Though these areas of operation have jumped from one technical term to the next, they are still the first steps of implementation to help improve customer experience.
For attractions and experiences—whether theme parks, museums, cultural heritage sites, or adventure tours—AI implementation doesn’t stop at operational efficiencies. It’s about rethinking the guest journey. Imagine:
Post-pandemic travellers are seeking meaningful, seamless, and personalised experiences. They’re embracing technology but still crave human connection. This is where smart AI implementation steps in—helping operators deliver tailored, memorable, and efficient experiences while keeping the human touch intact. The drive towards implementing AI shouldn’t be haphazardly but well thought through in areas to increase business efficiencies and elevate customer experience.
At Expian, we’re embracing how AI can transform the way attractions and experiences connect with their guests. From data-driven insights to immersive interactions, we believe the future of travel lies in augmenting the magic with the intelligence of AI.
This is just the beginning of our mini-series on AI in travel. Next, we’ll dive into how AI can be implemented internally in the Travel sector and operations can be improved with its application.