The Austrian National Tourist Office boldly merges technology with tradition in their latest campaign, “Chat SkiPT”. Breaking the mold of conventional AI chat services, this initiative offers real-time interaction with Austrian ski instructors. 

Chat SkiPT symbolizes a unique blend of Austria’s rich ski culture and an innovative communication approach, emphasizing authentic human connection over digital interfaces.

The Challenge

In an era where artificial intelligence permeates every aspect of our lives, including travel planning, the Austrian National Tourist Office is taking a stand.

They aim to preserve and promote the authentic charm of Austrian winter holidays, something AI hasn’t quite captured. 

Amidst the growing reliance on digital tools for holiday planning, their campaign seeks to rekindle the value of personal interaction and local expertise, particularly the irreplaceable Austrian humor and warmth that define their winter tourism.

The Travel Marketing School Takeaway

The Wow Factor – The standout feature of Chat SkiPT lies in its fusion of human touch with digital accessibility. It deviates from the AI trend, highlighting the irreplaceable value of human experiences and connections, particularly the Austrian “Schmäh” or wit.

The Channels – This campaign smartly leverages a digital platform,, mirroring familiar AI chat interfaces but with a twist – real people on the other end. This approach bridges the gap between digital convenience and personal touch.

Measuring Success – Success can be gauged through user engagement levels on the Chat SkiPT platform, the volume of interactions, and feedback from users. Additionally, tracking the subsequent increase in tourism to Austria during the winter season will be a key indicator.

DIY – Do It Yourself

Leverage Local Experts – Engage local personalities such as guides, chefs, or artists to answer questions on your digital platforms. This creates an authentic narrative around your destination or service, emphasizing the local flavor and expertise. 

For tour operators, this could mean featuring a guide’s insights about hidden gems in a city, while hotels might showcase a chef’s recommendations for the best local dishes. This approach not only enriches the customer experience but also helps in building a community around your brand. 

Humanize Your Chat Service – Replace (or at least supplement!) automated responses with real-time interactions from your staff on social media or chat platforms. This personal approach can significantly enhance customer satisfaction and loyalty. 

For instance, a hotel could have their concierge team answer queries about local attractions, or a tour operator might provide personalized trip suggestions. This strategy not only improves customer engagement but also provides valuable insights into customer preferences and needs. 

Host Live Q&A Sessions – Regular interactive sessions on social media platforms can significantly boost engagement. These sessions can be used to showcase your offerings, answer questions, and build a rapport with potential customers. 

For a travel business, this could be a live tour of a new destination, or for a hotel, a behind-the-scenes look at hotel amenities. Such transparency and direct interaction can foster trust and interest, leading to increased bookings and customer loyalty. 

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