Extreme Personalisation In Tourism

Way back in 2021, I published "Artificial Intelligence Guides And Service In Travel And Tourism." I always find it helpful to go back and see where we are versus where I thought we were going. Forecasting the future is a fool's game. A small amount of getting it right and much getting it wrong, and folks think you are slightly mad. However, it engages my ageing grey cells, so I'm happy to play the game.

As the Tourpreneur Travel Business Community races rapidly towards our short-term objective of 30k tour operators with over $9B in combined revenues, I have decided to start making more future predictions that will seem extreme to our community members and many readers. Tour operators are busy delivering fantastic experiences and only have a little time to think deeply about the future; hence, as part of my role, I paint different potential scenarios for the community. This is the first of several I will do over the coming weeks. All will be on the edge of what is potentially doable going forward in this technology race to utopia or destruction.

These will make tourism leaders and travel technology builders expand their thinking and strategically think about the future. Well, I hope they do. On the other hand, you may just think I am mad. Both outcomes are fine with me. This morning's discussions with the CEO of Walkway.ai got me thinking about how we need to think about making useful data collection easier and deployable.

We have heard a lot about personalisation in tourism. I have extensively written and commented on it, and it is still a holy grail. Let's take it to another level!

Biometric Experience Matching

Advanced AI and biometric technology could potentially allow for the perfect matching of travellers to experiences based on their physiological and emotional responses in the future.

Business Model Shift:

• Continuous monitoring and data collection via wearable tech
• Predictive experience recommendation engine
• Personalised experience creation in real-time
• The monetisation of anonymised traveller data for various industries involved

In this potential future, advanced AI algorithms and sophisticated biometric sensors will revolutionise how travellers discover and engage with tours and activities and other tourism sectors. The core of this system is a network of wearable devices that continuously monitor a wide range of physiological and emotional indicators, including:

1. Heart rate and heart rate variability
2. Skin conductance (indicating stress or excitement)
3. Brain wave patterns
4. Hormone levels (e.g., cortisol, serotonin, dopamine)
5. Facial micro-expressions
6. Body temperature
7. Sleep patterns
8. Physical activity levels

AI analyses these data points in real-time to create a comprehensive "experience profile" for each traveller. This profile evolves constantly based on the traveller's reactions to different environments, activities, and stimuli.

Key Components:

1. Wearable Tech: Advanced smartwatches or neural laces that are comfortable for continuous wear. Augmented reality glasses for visual input and output Minimally invasive sensors for more detailed physiological data. It could be the belt in your trousers.
2. AI Recommendation Engine: Utilises machine learning to correlate biometric data with positive experiences. It considers weather, time of day, social dynamics, and personal preferences. Continuously refines recommendations based on feedback loops
3. Experience Database: A vast, dynamic catalogue of activities, tours, and micro-experiences. Real-time updates on availability, conditions, and crowd levels. User-generated content and professional reviews integrated with biometric data
4. Personalisation System: Ability to modify experiences in real-time based on traveller responses Collaboration with tour operators to create adaptive experiences Integration with intelligent environments (e.g., adjusting lighting, sound, temperature)

Business Model Implications:

1. Subscription Services: Tiered membership plans for access to the biometric matching system. Premium plans for more advanced sensors and personalization options
2. Pay-per-Perfect-Match: Charging a fee when the system successfully matches a traveller with a highly-rated experience. Revenue sharing with experience providers
3. Data Monetisation: Selling anonymized, aggregated data to various industries (e.g., urban planners and product designers). Offering insights to destinations for optimising visitor experiences
4. Biometric Advertising: Allowing carefully curated promotions based on a traveller's physiological state and preferences
5. Experience Optimization for Providers: Offering tools and consulting for tour operators to refine their experiences based on biometric feedback
6. Health and Wellness Integration: Partnerships with healthcare providers for holistic wellness tourism Prescription travel experiences for stress relief, mental health, etc.

Challenges and Considerations:

1. Privacy and Data Security: Ensuring robust protection of highly sensitive personal data Navigating varying international regulations on biometric data collection
2. Ethical Concerns: Addressing fears of manipulation or over-optimisation of experiences, Ensuring diversity of experiences, and avoiding "filter bubbles."
3. Technology Dependence: Managing the risk of technical failures or hacking, Balancing tech-enabled experiences with unplugged options, and creating Hybrid options that serve both needs.
4. Cultural Sensitivity: Adapting the system to different cultural norms and expectations Avoiding cultural stereotyping in recommendations
5. Inclusivity: Ensuring the system works for people with diverse physical and neurological profiles. Addressing potential socioeconomic divides in access to technology

Potential Impact on the Industry:

1. A shift from standardised to hyper-personalized experiences
2. Increased emphasis on the emotional and physiological impact of travel
3. New roles for "experience designers" who can craft activities for specific biometric profiles
4. Potential reduction in disappointing or mismatched travel experiences
5. Evolution of marketing strategies to focus on biometric appeal
6. Emergence of new niche markets based on specific physiological responses
7. Integration of tourism with preventative healthcare and mental wellness

This future-facing scenario represents a fundamental shift in how we approach travel experiences, moving from external criteria (like destinations or activities) to internal, highly personal responses. It can make travel more satisfying on an individual level but also raises important questions about authenticity, free will, and the commodification of human experience. I am equally amazed and appalled with where we are going with technology in the travel and tourism sector. I have a personal rule that all advancement should follow People, Ideas, and Technology in that order and not vice versa. However, this industry does not control where technology is taking us.

If you think this scenario is crazy and science fiction, you shouldn't read the future ones I will write about over the coming weeks.

Where do you rate this scenario on the Pete's Mad Scale of 1-10? With one being no chance, you idiot and ten being this will happen.

Pete