28th InfoCom World

Tourism Strategy is preparing a contribution on AI in tourism for the 28th InfoCom World, taking place on 8 December 2026 at Divani Caravel in Athens. This major technology conference offers a meeting point for tourism businesses and the teams building and implementing AI applications.

Guest service before and during the trip

Our first proposed focus is AI assistance that helps travellers get useful answers and staff manage recurring requests. We would explore multilingual enquiries, information before arrival and support during a stay, including clear handover to a person when the request needs judgement.

• Answers grounded in accurate information about the property, its services and the destination.
• Connections with reservation and guest service systems, with appropriate access to information.
• Evaluation through response accuracy, resolution time, guest satisfaction and staff workload.

How travellers discover and book

A second proposed focus is the place of AI in travel research, comparison and booking. We want to examine how tourism businesses present reliable information and help a traveller move from an initial question to an informed choice.

• The information about accommodation and destinations that travellers encounter through AI assistants.
• Support for direct booking enquiries, with accurate availability, prices and booking terms.
• How to measure the contribution to completed bookings alongside acquisition costs and channel performance.

Commercial decisions with useful data

A third direction concerns the everyday decisions of tourism businesses. We would examine demand forecasting, pricing support and analysis of guest feedback through a concrete business example. The conversation will address the data required, the decisions kept with the team and the results that could justify the investment.

• Forecasts and pricing recommendations assessed against actual trading conditions.
• Guest feedback analysed for recurring service needs and practical improvements.
• A defined pilot, an accountable team and a comparison of results with total implementation and operating cost.

Who this discussion is for

Hotel owners and managers, reservations and commercial teams, destination managers, travel businesses, AI developers and providers of hospitality technology. Each proposed topic starts with a specific need that tourism professionals and technology teams can examine together.

What we want to examine

For each application, we want to make the starting problem, implementation steps, system connections, cost and evaluation criteria clear. Data quality, staff preparation and responsibility for decisions will run through the discussion. The aim is to help businesses and destinations assess where AI could support their competitiveness.

Programme in development

Guest service, discovery and bookings, and commercial decisions are provisional editorial directions. The final scope, format, speakers and session time have not yet been agreed and will be announced when confirmed. Conference registration is available through the organiser’s website.