As artificial intelligence continues to reshape the travel industry, understanding its practical applications has become crucial for business success. At this year’s British Tourism & Travel Show, Manu Kastia, Founder and Head of Strategy at Digital Dialog, will present his insights in the session, ‘AI in Action: Practical Use Cases to Kickstart Your AI Journey Today’ on Wednesday 19 March, 1.45 – 2.10pm in the Keynote Theatre.
Through real-world examples and live demonstrations, Manu will explore practical AI use cases tailored for tour operators, coach operators, and group travel organisers, covering everything from data trend analysis to pricing strategy optimisation. His session promises actionable insights that businesses can implement immediately to enhance efficiency and increase profitability.
We caught up with Manu to discuss his work in AI marketing and his vision for the future of technology in tourism.
Introducing Manu Kastia
Manu is a seasoned marketer with over a decade of experience in devising and delivering effective digital media strategies for some of the UK and Europe’s most prominent tourism and hospitality brands. As the founder of Digital Dialog, he champions the adoption of AI within marketing, helping businesses transform their approach through in-depth training and implementation of AI-driven strategies.
Can you tell us more about your business and what it does?
“Digital Dialog is an AI marketing agency and digital consultancy with over a decade of experience in the travel, tourism, and hospitality sector. We run performance-driven digital campaigns across paid social, search, programmatic, and other channels, helping travel and tourism brands increase visits, drive engagement, create overnight stays, and generate bookings – always with a focus on measurable ROI.
“Beyond marketing, we help businesses leverage AI to streamline operations, personalise customer experiences, and drive efficiency through intelligent automation. Whether it’s optimising campaigns or integrating AI into wider business processes, we make AI practical, accessible, and results-driven.”
What are the most rewarding and challenging aspects of your job?
“Uncovering new possibilities and innovative solutions to marketing and operational challenges is what makes my work so exciting. AI is evolving rapidly, and there’s always a fresh opportunity to rethink how businesses operate. Seeing a client go from uncertainty to real results – whether through a more effective digital campaign or streamlined operations – makes all the effort worthwhile.
“Keeping up with the rapid pace of AI and digital advancements is both a challenge and an opportunity. There’s something new every week, and staying informed is essential to delivering the best strategies for clients. While it requires constant learning, it also keeps the work dynamic and allows us to be at the forefront of innovation.”
“Another challenge is overcoming misconceptions about AI. Many businesses either overestimate what AI can do in the short term or underestimate its potential in the long run. A big part of my role is bridging that gap – helping clients set realistic expectations while also showing them how AI can be a real game-changer when applied strategically.”
What’s the best advice you’ve received, and what’s your biggest takeaway from this year?
“The best advice I’ve received is to focus on delivering value and everything else will follow. While the year’s only just begun, looking back at the past 12 months, the rapid advancements in AI have been remarkable. It’s clear that businesses need to stay agile and prepared, as those who don’t adapt may struggle. For me and my business, it’s a reminder of the importance of staying ahead of the curve and leveraging these advancements to drive innovation and growth.”
What are you most looking forward to at the show?
“BTTS is a key event for group travel organisers because it offers invaluable insights, networking opportunities, and the latest industry trends. It’s a perfect platform to discover new strategies, forge partnerships, and stay ahead. I’m most looking forward to sharing insights on how AI can transform the travel industry and engaging with industry professionals. It’s a great opportunity to connect and inspire, even if briefly.”
What can visitors expect to learn from your session on AI in Action that will benefit their organisation?
“Visitors can expect to learn practical AI use cases specifically designed for tour and group travel operators. They’ll gain actionable insights on analysing data trends, streamlining communication, enhancing marketing, managing quotes, and optimising pricing strategies. Through real-world examples and live demonstrations, they’ll see how AI can boost efficiency, profitability, and operational impact, offering insights they can apply immediately.”
Based on your area of expertise, what advice would you give tour operators and group travel organisers?
“Take your technology use to the next level! Leverage data and AI tools to gain deeper insights into customer preferences and market trends. With today’s technology more advanced and affordable than ever, smaller operators now have the opportunity to level the playing field with larger competitors. By expanding your use of smart solutions, you can streamline operations, enhance service offerings, and stay ahead of the competition. Many tour operators and group travel organisers still rely on manual processes for key tasks – so adopting the latest innovations can significantly boost efficiency and give you a real competitive edge.”
What are the biggest challenges you see facing the group tourism industry today, and how can tour operators and group travel organisers best address the challenges?
“The group tourism industry faces several challenges, including managing complex logistics, accommodating diverse customer needs, coordinating with multiple vendors, and handling unexpected disruptions like weather or political issues. Additionally, ensuring safety, maintaining regulatory compliance, and balancing budgets while delivering excellent customer experiences remain key concerns.
“To navigate these challenges, tour operators and group travel organisers should focus on operational efficiency while maintaining their signature personal touch. Leveraging technology can help streamline processes, improve coordination, and enhance overall service delivery.”
Looking ahead, what are the biggest opportunities for the group tourism industry?
“Success in the group tourism sector will hinge on the ability to offer experiences that feel safe, sustainable, and authentically immersive – all while leveraging technology to simplify the booking and on-trip experience. Here are some of biggest opportunities for group tourism:
- Sustainability and Local Engagement: Eco-friendly tours and community-centric activities can meet rising demand for responsible travel.
- Technology Integration: Online planning tools, virtual previews, and data-driven personalisation can enhance convenience and relevance.
- Niche and Themed Experiences: Culinary adventures, wellness retreats, or heritage-focused tours attract premium, interest-based groups.
- Multi-Generational Travel: Itineraries that cater to varied ages – offering both shared and individual experiences – are on the rise.
- Flexible Booking Options: Refund-friendly policies and phased payments help reduce financial risk and encourage group sign-ups.
- Off-Season and Emerging Destinations: Quieter locations and novel routes present opportunities for unique experiences and reduced competition.
- Hybrid ‘Bleisure’ Travel: Combining business events with leisure activities is growing, extending trips and boosting overall spend.”
What do you see as key tourism trends for 2025 and beyond?
“Several trends are shaping the landscape for 2025 and beyond. Here are a few I believe will be key:
- AI-Powered Travel Assistance – From smart chatbots to real-time itinerary adjustments, AI will continue enhancing trip planning, customer service, and predictive analytics for both businesses and travellers.
- Sustainable & Regenerative Tourism – Beyond eco-conscious travel, there’s a shift towards regenerative tourism, where travellers actively contribute to destinations, supporting conservation, local communities, and sustainable initiatives.
- Rise of Slow & Off-the-Beaten-Path Travel – More travellers are avoiding crowded hotspots in favour of longer, immersive stays in lesser-known destinations, prioritising meaningful connections over rushed itineraries.
- Wellness & Mindful Travel – A growing emphasis on mental and physical well-being is leading to more demand for wellness retreats, nature-based experiences, and stress-free, rejuvenating travel options.
- Tech-Enhanced Seamless Travel – Contactless payments, biometric check-ins, smart luggage tracking, and real-time language translation tools will continue improving the overall travel experience.
- Bleisure & Work-from-Anywhere Travel – With remote work now mainstream, more professionals are blending business with leisure, leading to longer stays and more demand for flexible travel packages.”
AI is everywhere now, but how can a group travel organiser actually use it in a practical way – without needing a tech team?
“That’s the real challenge, isn’t it? Most AI conversations sound great in theory but don’t address how a small or mid-sized tour operator can actually use it today. The key is starting small with AI tools that solve your immediate pain points.
If you’re spending hours responding to quote requests, explore solutions where AI can automate personalised responses, including pricing and itineraries – freeing up your time for higher-value tasks.
If managing bookings and supplier coordination is a headache, AI-powered chatbots and smart assistants can handle communications seamlessly, reducing back-and-forth emails and improving efficiency.
If you’re unsure about pricing, AI can analyse demand patterns and competitor trends, helping you make smarter pricing decisions and maximise revenue.
You don’t need to be a tech expert to get started, but if you don’t have the expertise or time to figure it out, finding the right expert to guide you through the process can make all the difference. AI tools today integrate into existing workflows – whether it’s your email, CRM, or booking platform – so the goal isn’t to replace your team, but to free them up for high-value tasks, improve efficiency, and increase profitability.
I help businesses cut through the hype and identify the AI solutions that actually move the needle. It’s about practical, hands-on implementation – not just theory.”
AI in Action: Potential for Your Business
AI is no longer just a future concept – it’s already transforming the way travel businesses operate. Manu’s session will cut through the hype and showcase practical, real-world applications that group travel organisers and tour operators can start using right away to enhance efficiency, streamline operations, and improve profitability.
Don’t miss the opportunity to gain actionable insights and stay ahead of the curve. Join Manu and other industry experts at BTTS 2025 as they explore the biggest trends shaping the future of travel. To view the full programme, click here.
Register for free today and join us for two days of group travel inspiration from across the UK and Ireland.
