The Missing Piece of Expedia's AI Puzzle

During my college years, I traveled extensively, exploring nearby countries in East Asia and spending a year on exchange in Spain. This was when companies like Expedia and KAYAK were just emerging, revolutionizing travel by making it cheaper and more accessible. Unlike my parents, who relied on travel agencies for tickets and itineraries, I could manage everything online, securing the best deals and planning the whole trip at my fingertips.

However, online booking platforms face intense competition. A simple Google search for flights now displays options from various sites, streamlining the process for consumers but posing challenges for businesses. In response, Expedia has recently announced their AI assistant named Romie, which is under testing and is expected to officially launch soon. It was designed to enhance travel planning. Romie assists with planning, shopping, booking, and making changes during a trip, all tailored to the traveller’s preferences.

Romie can join users' SMS group chats, listen to vacation plans, and offer suggestions. It personalizes shopping information from emails to recommend restaurants and activities at the destination. Additionally, Romie updates itineraries in real time, allowing everyone in the group chat to see the traveler's plans and even track flight arrivals. This service offers a personal assistant experience to all, even those traveling on a budget.

Despite the convenience of these advancements, the threat of cybersecurity still looms over me. The sensitive personal information shared in group chats is concerning. The rapid pace of technological advancement often feels overwhelming, and the idea of my travel details being stored on a cloud server is unsettling. Travelers are inherently vulnerable due to their unfamiliarity with the area and the complications that arise if something goes wrong. It just feels unsafe to have sensitive information available somewhere on the internet.

Is this an overreaction? Maybe. Much of the information Romie gathers is already available on a cloud somewhere. iPhones track device locations, and Uber tracks real-time locations when users utilize their app. Banking and payment information is also stored in banks’ databases. So why does Expedia’s proposal seem especially worrying?

The core issue is trust. Expedia’s reputation has been marred by numerous complaints about failing to confirm hotel bookings. Customers often discover at the last minute, or even at check-in, that their reservation was never made. In fully booked hotels, users are left scrambling for alternative accommodation, which can be particularly distressing if arriving late at night. Trusting a company with personal data becomes difficult when it struggles with basic reservations.

Moreover, Expedia's response to these issues has been inadequate. Companies facing a crisis should respond immediately, diagnose the problem, reform their business practices, and implement measures to prevent future incidents. Unfortunately, Expedia has not prioritized these steps, and the lack of sufficient public backlash has not pushed management to act decisively.

This sentiment is likely shared by many. Expedia must remember that customer trust is as critical as the infrastructure installed to embrace technological advancements. Without customer support and trust, even the most innovative initiatives can fail. It is, however, understandable why management often overlooks this: trust is not easily measurable or quantifiable and requires ongoing effort and commitment. In a world that prioritizes financial outcomes, securing customer trust often takes a backseat.

In today’s world, businesses must recognize the importance of building and maintaining customer trust while investing in technology and reinventing their business model as AI continues to develop. Without trust, even the most advanced AI initiative will struggle to gain widespread acceptance. Companies must recognize that trust is a crucial factor in their long-term success and act accordingly.

Photo source: While You Stay Home