Travel TechnologyTourism business can participate in technology workshops, talks and masterclasses at no fee.

STB to help tourism businesses tap into AI, data analytics

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Tourism businesses will be supported with various technology workshops, talks and masterclasses. Photo Credit: ipopba/Getty Images
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It will soon roll out educational tracks that businesses can join for free. Businesses with basic analytics knowledge will be able to apply their knowledge to areas such as setting room rates or estimating demand to tourist attractions. 

Singapore Tourism Board (STB) has unveiled a new technology initiative to enable tourism businesses tap into new areas like data analytics and artificial intelligence at its Tourism Industry Conference on Tuesday (April 16).

Tourism businesses in Singapore will be able to participate in workshops, talks and masterclasses offered through the new Tech College.

The initiative will help “accelerate the pace of technology development for tourism businesses, who operate in an increasingly disruptive travel landscape” said Quek Choon Yang, chief technology officer, technology transformation group, STB.

STB is currently working to identify key technology applications that will be most useful to tourism businesses to deriving customer-driven data insights to demand prediction. 

It will soon roll out educational tracks that businesses can join for free. Businesses with basic analytics knowledge will be able to apply their knowledge to areas such as setting room rates or estimating demand to tourist attractions. 

The new initiative was well-received among the travel agent community, who have in recent years increased their participation in various digital initiatives. 

National Association of Travel Agents Singapore (NATAS) president Steven Ler commented on the initiative saying “it is a clear sign for travel agencies to be prepared for the challenges ahead. You cannot purely be a brick-and-mortar business today and expect to take in more business.” 

Ler has noted an increased interest and participation in technology-relative activities among agencies, from technology challenges to hackthons and forums. 

“Travel agencies are getting a better grasp of what is required to make the digital transformations in their businesses. This will help move the industry to a more engaging and digitised landscape.”

“Over the years, we have seen growing numbers year-on-year. We’ve seen 20- to 25% of our members come forward and express interest in our digital initiatives and ways to increase business opportunities through technology,” Ler revealed.

Beyond the intent to transform, enabling agents to make the change is equally important, he said.

Opportunities such as using artificial intelligence to understand market needs better, data-driven analytics to identify solutions are helpful tools to help agencies understand the core of their businesses and their unique selling point. 

NATAS has also kick started a quarterly meeting for its members this year, inviting government agencies and travel suppliers to present updates on new opportunities and initiatives for travel agents. 

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