Netherlands-based travel management company ATG Travel
Worldwide has launched a new booking tool that uses big data and artificial
intelligence in a chat environment to make personalised travel recommendations
to business travellers.
Called Baldwin, the chat-based subscription solution is
accessed through ATG’s TravelSpace global platform, with pricing based on the
number of licensed users. The company said it has been working on the new tool
for the last two years.
According to ATG, Baldwin leverages big data and artificial
intelligence to determine the highest probability of traveller preferences. The
tool then offers options that are highly personalised to those preferences.
The tool is available in multiple languages, and ATG said
the next iteration will also offer voice recognition technology. It is also
available to agents who can use it for customers who prefer not to access it
themselves.
Tammy Krings, chief executive of ATG, said: “We are changing
the paradigm of how business travel is booked. Baldwin shifts from a shopping-driven
decision process to a smart-based one. Baldwin leverages our data to offer
personalised options that are 99 per cent accurate in choosing what an
individual traveller prefers. That’s not just useful, but meaningful in terms
of improving the travel experience.”
Although headquartered in Utrecht, ATG is Germany's 14th-largest TMC, according to the 2021 Europe's Leading TMCs list.