The Problem with Artificial Intelligence in Travel

The problem with artificial intelligence is simple: When travelers need it the most, it is the least helpful. That’s the experience of people like Mark Beales, a retired mortgage banker from Mill Creek, Wash. He says for simple queries, like confirming a flight, AI usually offers a fast, accurate answer. But when it comes to complicated matters, like changing a ticket, it falls flat. It’s a lot of “I didn’t understand that,” and “Do you want me to repeat those options?”

“Sometimes, a bot can’t answer my questions, which is aggravating,” he says. “I don’t mind dealing with AI, as long as I can get around it when I need.”

Well, it looks like the travel industry may have a solution, and you’re probably not going to like it. Travel companies want you to pay extra to bypass the bot.

A ‘human premium’ for customer service?

“Many customers prefer talking to a live representative, especially when dealing with complex issues,” says David Hunt, chief operating officer of Versys Media, a design agency. “I believe we’ll see a human premium for customer service.”

Hunt ought to know. He recently worked with a major airline, which noticed that passengers strongly preferred direct human communication during booking.

“For me, this highlighted a clear willingness to pay for human interaction,” says Hunt.

A recent survey found three-quarters of Americans would pay more for a premium customer service experience (read: skipping the AI and talking to a person).

Of course, preferred customer service has always been a staple of the travel experience. If you have a platinum card, you get to call a special customer service number. If you’re traveling in first class, your customer service call gets preferential treatment. Or, if you want a white-glove travel experience, you can pay a travel advisor for personalized treatment instead of booking through an online travel agency.

In a way, it’s already here

The talk-to-a-person fee already exists in the airline industry, to a certain extent. Many airlines charge a fee if you want to speak to a customer service agent instead of using the website to book a ticket. The fees range from $25 to $50 per reservation, depending on your destination. (Some airlines, notably Delta and Southwest, do not charge to talk to a person.)

Travelers say they would pay more to get human service

I asked travelers how they felt about paying more to avoid an AI and frankly, I was surprised by the answers.

“Yes, I would pay extra to speak to a person,” says Raquel Scott, a film producer from Los Angeles. “I absolutely abhor AI chatbots. They are typically a complete waste of time, and sometimes you can’t type what you want to say; you can only click on one of the suggested responses. It’s infuriating!”

Even some insiders say they would pay more to skip the AI.

“I would pay more to speak with a person,” says Mary Zimmerman, a travel advisor. “I think people are increasingly wary of speaking with a robot.”

Others don’t think you should have to pay for human customer service

The idea of charging more to talk to a person doesn’t sit well with everyone.

“When something goes wrong thousands of miles from home — especially while you’re traveling abroad — peace of mind comes from knowing there is a real person on the other end of the line who knows your name and understands the urgency in a way technology can’t,” says Mike Hallman, CEO of Medjet. “And that’s where paying extra for a real person rubs people the wrong way.”

There’s another problem with making people pay to talk to a human. Paying to talk to a person may be the only option for those who can least afford it.

“Smart phones, laptops and other electronic toys are beyond the financial reach of quite a few Americans,” notes Bill McGee, a senior fellow at the American Economic Liberties Project.

Why the human premium may be one of the worst ideas ever

Should travel companies charge extra to talk to a person? In a word, no. In fact, charging to skip the AI may be one of the worst ideas the travel industry has ever had.

“Charging more to talk to a human undermines trust and signals that empathy is a luxury,” says Mario Matulich, president of Customer Management Practice. “Brands that get this right will flip the script, not penalizing customers for needing help, but designing hybrid experiences where AI empowers agents and real people are accessible when it matters most.”

But why is charging extra such a terrible idea? The reason is simple. In a way, charging extra for human service is an acknowledgment that the AI-dependent system doesn’t work. And that’s a terrible message to send to your customers, especially someone who is trying to rebook a canceled flight or change a room reservation.

Paying a human premium monetizes something that should be included with every product a company offers. Businesses that try to unbundle customer service are playing a dangerous monetization game with their customers. And they stand to lose far more than they can imagine.

Conclusion

The travel industry’s idea of charging extra for human customer service is a concept that has sparked debate among travelers and experts alike. While some people are willing to pay more to avoid AI chatbots, others believe that human customer service should be included in the initial cost of the product or service. As the industry continues to evolve, it will be interesting to see how companies balance the use of AI with the need for human interaction.

Frequently Asked Questions

Q: What is the problem with artificial intelligence in travel?

A: The problem with artificial intelligence in travel is that it often fails to provide helpful assistance when travelers need it the most, such as when dealing with complex issues or emergencies.

Q: What is the concept of a ‘human premium’ for customer service?

A: The concept of a ‘human premium’ for customer service refers to the idea of charging extra for human customer service, allowing customers to bypass AI chatbots and speak with a live representative.

Q: Do travelers want to pay more for human customer service?

A: Some travelers are willing to pay more for human customer service, while others believe that it should be included in the initial cost of the product or service.

Q: Is charging extra for human customer service a good idea?

A: Many experts believe that charging extra for human customer service is a bad idea, as it undermines trust and signals that empathy is a luxury. Instead, companies should design hybrid experiences that combine the efficiency of AI with the empathy of human interaction.