Travel counsellors’ perspectives on AI assistance

Abstract

Research on AI in the context of travel counselling has mainly focused on increasing the efficiency and level of automation of online travel bookings. However, AI solutions can also be used in the context of offline travel counselling, i.e., face-to-face counselling at a travel agency service desk. In this specific application domain, AI has the potential to change personal interaction between counsellors and clients in different ways. In order to design AI solutions to enrich personal interaction, research on the specific requirements of counsellors, customers, and other relevant stakeholders in the context of AI-assisted offline travel counselling is needed. Human-centered design (HCD) is a promising approach to investigate and incorporate these perspectives on the course of the AI design process. In this paper, we present our approach of applying HCD elements to deepen the understanding of the context of use, to specify user requirements, and to find potential design solutions for a real-world use case of AI assistance in offline travel counselling. In addition, we highlight the key findings and insights regarding travel counsellors’ perspectives and requirements on possible AI adoption, showing that they are primarily open to AI-based innovations, but also have some concerns about the devaluation of the counselling profession. Further, we critically discuss additional design elements that would be needed for human-centered AI design in an ambitious sense.Practical Relevance: The findings are of high practical relevance as they demonstrate how HCD principles can be applied to real-life use cases, which aim to introduce human-AI interaction in work domains. At the same time, our findings provide valuable insights for practitioners into the specific work environment of offline travel counsellors.