AI Working towards a Customer Centric Travel and Tourism Industry a Comparative Analysis between the UAE and Qatar

Ali A and Jassim AIS

Published on: 2024-01-29

Abstract

The adoption of Artificial Intelligence (AI) technologies in the travel and tourism industry has reshaped the service delivery platform from being fully reliant on human interaction to including digital interaction between customers and virtual/physical technologies. Adopting AI-based technologies in the travel and tourism industry has brought numerous advantages for both consumers and service providers. Customers can smoothly arrange their visits and modify their plans hustle-free, while service providers are creating customer-focused packages to please the customers and maintain a competitive advantage in the market.

Purpose - Considering the rapid adoption of AI in GCC countries, especially in the UAE and Qatar, this study aimed to conduct a comparative study to assess how AI is responding to consumer needs in both countries.

Design/Methodology - Interviews were conducted with four experts working in five-star hotels in Qatar and the UAE. Interviews were analysed using the content analysis method. The questions were based on existing literature related to other countries and gaps in the existing literature about the UAE and Qatar concerning the subject at hand.

Findings - Results revealed that AI in the UAE and Qatar is being utilized for the sake of achieving better customer experience and enhance service levels. AI is a driver of customer service and generates recurrent visits. In the UAE AI can build brand loyalty, while in Qatar this finding requires further investigation. Based on the data aggregated, AI is found to reduce workload leading to a better customer experience while reducing employee stress levels. 

Originality – No research has yet compared AI in Qatar and UAE. Based on the results of this study, there is still wide room for development when it comes to AI. Application areas vary between shops, companies, hotels, malls, cinema theatres, restaurants, canteens, and recreational zones.