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    How are ChatGPT and AI impacting tourism marketing – now and in the future?

May 24th, 2023

Unless you’ve been living under a rock, youve probably heard all the buzz about ChatGPT and how it’s turning the content creation world on its head. But what’s in it for me, you say? We get asked a LOT of questions from our clients about how Artificial Intelligence (AI) might impact tourism marketing and how can they use it to simplify their everyday and ensure they’re maximising this new technology. So, we thought we’d answer the most common questions, and share Maverick’s predictions on some quick wins for you, and share where it might go in the not-too-distant future. 

First up, if you haven’t already, you need to…

Give it a try! It makes so much more sense if you’ve signed up and taken it for a spin. We recommend trying out some different prompts to see what ChatGPT is capable of, here’s a couple to get you started: 

  • What are the top 10 things to do in [insert your town/city]? 
  • Please write a 100-word overview on the benefits of sustainable travel. The tone should be inspirational and aspirational and tailored to an audience researching travel in New Zealand. 
  • Please write a radio ad promoting the experiences on this page [insert URL]. It must be no longer than 30 seconds and should have a fun, informal tone, and must include a call to action. 

As you can see, ChatGPT can fire out some reasonably good content in seconds and can be a solid starting point for content creation. We always recommend editing it to suit your tone of voice, checking that it’s factually correct (it doesn’t always consider current  weather events, recent openings/closures and does tend to fabricate or embellish things!), and ensuring the grammar is specific to your location (American English vs. British English, for example).  

Does using ChatGPT for website content influence SEO ranking/how google reads my website, aka. can search engines tell a bot wrote it?

It’s still early days, so it’s hard to know how search engines will treat bot-created content in the future, but for now, Google doesn’t appear to treat AI-generated content any differently. However, ChatGPT can’t be relied on to create factually correct content – it pulls material from all sources regardless of the quality and origin, and can often over-rely on a single source of information. If you’re stuck for ideas, or need some help with keywords or meta data, ChatGPT can be helpful, but don’t rely on it to get you to the top of the search results.  

Can ChatGPT help choose images?  

We don’t think it’s there yet, but surely it won’t be too long!

How can my brand/experience feature in ChatGPT results?

As far as we can tell, there’s no way to control what results are given to various prompts and questions. It’s trained on a large volume of data from a range of sources (such as Wikipedia, news articles, journals, etc) up until September 2021 – so any information or content more recent than that won’t be included.  

Does ChatGPT replace a human writing/scheduling social media posts?

Think of ChatGPT as another tool in your tourism marketing toolbelt. We don’t recommend relying entirely on AI for your content creation for a few reasons: gaps in its knowledge (anything post-September 2021), inaccuracies, inability to create content based on your strategy, etc. It’s useful for getting inspiration and ideas for content, rewriting something you’re not entirely happy with, and the odd social media post (just watch that it doesn’t start to sound a bit repetitive).  

Tourism and travel is all about human connections and genuine experiences. No AI tools will ever be able to replace that. By embracing these changes, tourism and travel marketers will be able to efficiently and empathetically provide richer connections between the traveller and the experience.  


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