Technology and its impact on the future of travel was a hot topic at SXSW Sydney this week with innovative activations and thought-provoking panel sessions throughout the festival.
Accor, the preferred accommodation partner for the event, brought its lifestyle loyalty program, ALL – Accor Live Limitless, to the fore in an ALL.com Lobby Lounge at Tumbalong Park, where a number of free events took place.
On Tuesday afternoon at the Lounge, Accor hosted a panel ‘The Road Ahead – Trends shaping travel in the next 10 years’ which drew a large crowd of festival goers and members of the public and invited guests.
The panel, moderated by Accor Pacific Chief Operating Officer, Adrian Williams, with key leaders from TripAdvisor, Destination New South Wales, Australian Traveller Media and MyTravelResearch.com, highlighted the evolving nature of travel, emphasising sustainable and ethical travel, personalised experiences, and the role of technology, particularly AI.
Williams spoke about the potential of AI in transforming the guest experience in hotels.
“As a hotelier, I love the idea of removing non-value-add process from the experience,” Williams said, citing collection of credit card details as an example.
“Getting paid is important, but there are other ways that we can do it.
“I love the promise that AI can create actually better human connection, more personalised experiences.
TripAdvisor Head of Australia and New Zealand, Jessica Small, said the company’s AI-powered trip planning tool is getting a lot of engagement, but that many travellers still want to create their own personalised itinerary.
“We found out that travelers don’t want to lose that personal touch, and they also don’t want to think that their trip is like everyone else’s,” Small said.
Another top talking point was sustainable travel and the perception amongst travellers that it comes at a higher cost.
“When we ask people, ‘would you consider sustainable travel?’, over 80% say ‘yes’, and that would be their first preference,” Small said.
“When we ask, ‘what’s the barrier?’, cost is ultimately the barrier. I think it’s perceived that sustainable is more expensive.”
Panellists discussed the need for industry-led solutions and the role of governments and businesses in promoting sustainable practices, as well as the need for greater transparency to avoid greenwashing.
On Wednesday evening, Accor’s economy brand Ibis sponsored Music Night at Tumbalong Park, which saw international acts take to the stage to entertain festival goers.
Futuristic activations
IHG Hotels and Resorts, an official partner of SXSW Sydney, showcased a futuristic travel activation at its hospitality pop-up on the International Convention Centre Forecourt throughout the week.
The ‘Mind Lobby’ welcomed festival goers and members of the public to use a cutting-edge eye-tracking technology to explore their next travel experience.
The cinematic experience tracks and monitors user’s reactions to image and video content of destinations around the world in less than 60 seconds. Users are then served up a selection of IHG hotels and resorts based on their result, be it Culinary Indulgence, a City Escape, a Sundrenched Retreat, a Holistic Haven, or Remote Escapism.
“IHG’s Mind Lobby offers the perfect blend of allowing travellers to explore what they really want, while showcasing the very best of SXSW Sydney’s futuristic and innovative energy,” said IHG Vice President of Commercial, East Asia and Pacific, Dean Jones.
“We’re thrilled to be able to offer travellers a memorable space to explore their subconscious and then having a distinct and diverse portfolio of stay brands to make their dreams a reality.”
Outside the Mind Lobby, the IHG Lounge offered visitors complimentary barista coffee, refreshments and wireless charging stations, as well as a chance to enter a daily draw to win one million IHG One Rewards points.
Jones also participated in a panel on ‘Trends, Technology and The Future of Business and Leisure Travel’ alongside travel industry executive Dean Long, journalist Kerrie McCallum and TAG APAC Managing Director, Shane Barr.
Hilton, Australia’s top hospitality workplace in 2024 as listed by Great Place To Work, also took part in a panel discussion that explored ‘Building Trust: Strengthening Employer-Employee Relationships for a Thriving Workplace’.
Hilton Senior Director of Human Resources Australasia, Mary Hogg, was among the panellists, which included leaders from Great Place To Work, The Daily Aus and UKG.
“When you’re talking about creating trust it’s important to dig into the nuances of structure, external influences and the perseverance that brings positive intent into meaningful action,” Hogg said reflecting on the session.