Top digital marketing skills to conquer the era of AI technologies
It’s predicted that by 2025, AI will have replaced 85 million jobs globally, and the travel industry is not safe from it. We’re talking about innovations such as facial recognition systems and smart baggage handling reducing the need for face-to-face customer agents.
But are we forgetting about the prevailing need for the human touch? In a world where companies and individuals are learning and exceling in all things digital, do they possess the much-needed soft skills to pair the human instinct with AI and automation? We sat down with Chris Legaspi from Archipelago International Hotels, Resorts & Residences, and Blessy Townes from Discovery Hospitality to explore what digital marketers need to conquer the start of the AI era.
Chris
In the era of AI technologies like ChatGPT, where automation and data analysis are becoming more prevalent, digital marketers in the hotel and travel industry should focus on a mix of creative and analytical skills. Here's a breakdown:
1. Understanding Data and Analytics: AI can generate loads of insights, but human intuition is needed to interpret that data and turn it into actionable strategies. Knowing how to work with data, identify trends, and make data-driven decisions will set you apart.
2. Emotional Intelligence and Creativity: AI can do many things, but it can't replicate human emotions and creativity (at least not yet!). Being able to understand and connect with your target audience on a deep, emotional level will remain vital. Crafting creative and personalized campaigns will make your brand stand out in a crowded market.
3. SEO and SEM Expertise: AI tools can assist with optimizing content, but understanding how search engine algorithms work and how to align content with user intent is a human skill. SEO and SEM are always evolving, so staying up-to-date with the latest best practices is essential.
4. User Experience (UX) Design: Creating seamless and enjoyable online experiences for your customers is crucial in the hotel and travel industry. Knowing how to design and optimize websites, booking platforms, and mobile apps for the best user experience will enhance customer satisfaction.
5. Collaboration and Adaptability: As AI continues to evolve, the landscape of digital marketing will change as well. Being open to new tools, technologies, and methods and knowing how to work within cross-functional teams will keep you ahead of the curve.
6. Ethical Considerations: With the rise of AI, understanding the ethical implications, such as data privacy and AI biases, will become increasingly important. It's not just about following the laws; it's about building trust with your customers.
7. Storytelling Skills: Telling a compelling story that resonates with travelers is still at the heart of marketing. Whether it's a social media post, a video, or a blog, the ability to craft engaging narratives that represent your brand and destination will continue to be valuable.
So, while AI like ChatGPT can certainly help with various tasks, the human touch, and an understanding of how to use these tools effectively will be the keys to success in digital marketing within the hotel and travel industry. It's a blend of art and science that makes the magic happen!
Blessy
Those who have command over AI (and ChatGPT) will have command over the web and trailblaze the industry.
For marketers to stay relevant and indispensable, we should master commands and prompts to tap the potential of Generative AI and creativity to take it even further. There needs to be a level of emotional intelligence to bridge the gap between the ""artificial"" and ""personalization"" oxymoron.
The human touch needs to be included for fact-checking and data analysis to filter out wrong information, false narratives, and unethical disclosure of data that can’t be identified with automation.
AI comes in to help automate, streamlining repetitive tasks, allowing us to focus on more impactful campaigns that require human senses, creativity, ingenuity, and intervention.
Chris Legaspi
Vice President
Archipelago International Hotels
Blessy Townes
Vice President
Head of Digital Marketing & Branding
Discovery Hospitality