Artificial intelligence and open-air: a momentous change, but the tool is perfectible

At Hospitality – Il Salone dell’Accoglienza in Riva del Garda, the role of Artificial Intelligence in marketing and management of open-air tourism was the focus of an interesting talk. The event, featuring Riccardo Viroli, CEO & Sales Director of Titanka!, explored how AI is poised to revolutionize campsites and tourist villages, enhancing efficiency and personalization.

Artificial Intelligence has become a dominant topic, as demonstrated by the 13 seminars dedicated to it during the four-day event. Unlike previous technological shifts, which were driven by hardware innovations such as the telephone, personal computers, and smartphones, AI represents an epochal change dictated by software. This transformation is not just about automation but about the ability to process and interpret vast amounts of data, influencing nearly every aspect of campsite management.

At the heart of it all is one principle: hospitality

A camping village is a highly complex structure, integrating multiple functions such as marketing, pricing, bookings, guest management, in-stay requests, reviews, administration, investments, regulations, and evolving customer demands. At its core, however, remains one fundamental principle: hospitality. AI is already proving capable of enhancing guest experiences, with possibilities ranging from virtual receptionists powered by AI – similar to those already in use in Moscow’s metro stations – to dynamic pricing models that adjust rates based on demand and external factors.

During a stay, AI-powered apps and chatbots can assist guests by responding to requests in real time. On the administrative side, AI can streamline financial planning and guide investment decisions, even helping to design future mobile home projects. While AI is still evolving in legal and regulatory matters, it already provides valuable insights into changing customer behaviors. In maintenance, AI-driven exoskeletons can reduce physical effort by up to 30%, while in the food and beverage sector, smart recommendations are already emerging, though full implementation remains in development.

A tool that can be perfected

However, AI is not synonymous with perfection. It is a tool that requires quality data to deliver meaningful results. If a campsite or tourist village does not feed AI systems with accurate and updated information, their effectiveness is limited. Websites must remain constantly updated, social media content must be strategically curated, and marketing campaigns on Google and Meta should be integrated with CRM systems. Even the adoption of chatbots contributes to gathering useful data for optimizing operations.

Another key issue is cost. AI solutions come with subscription fees, and while they are currently reasonable, future pricing remains uncertain. Advanced implementations, such as AI-driven robots, involve both purchase and training costs. A system combining ChatGPT with a robotic assistant can already reach an annual cost of €12,000.

AI in everyday processes

To truly benefit from AI, businesses must move beyond mere experimentation and identify practical applications that enhance operational efficiency. Viroli emphasized that ChatGPT can already be used in daily business processes, provided that its outputs are carefully monitored and refined. The key to success lies in creating well-structured prompts that generate relevant and actionable insights.

AI is already revolutionizing Google advertising strategies with tools like Google Max for Travel and can also support market research. Understanding guest expectations begins at the reception desk, but today, many travelers prefer to voice concerns remotely rather than lodging direct complaints. By leveraging CRM data and guest satisfaction surveys, AI can analyze customer feedback and provide actionable recommendations.

This is just the beginning. The future of open-air tourism is rapidly evolving, and businesses that embrace AI today will gain a significant competitive edge. The challenge is clear: integrating AI-driven strategies to move from intuition to data-driven decision-making and ensure an enhanced guest experience while improving operational performance.