We’re still energised from an incredible experience at the Phocuswright Conference 2024! The event provided a compelling look at what lies ahead for the travel industry. Vikas Bhola, Neoke’s CEO, had the honour of joining a panel with Gillian Jones from Condatis and Shane O’Flaherty from Microsoft to discuss the intersection of Self-Sovereign Identity (SSI) and Artificial Intelligence (AI)—a theme that continues to shape the future of travel.

The Role of Trust in Travel Personalisation

We’re at the cusp of a major transformation where AI and SSI are reshaping the travel experience. According to Alicia Schmid, Phocuswright’s Director of Research, generative AI usage among travellers surged from 22% to 39% between 2023 and 2024.

As AI drives innovation in trip planning, customer service, and loyalty programmes, travellers are increasingly seeking experiences that feel personal, seamless, and intuitive. From tailored recommendations to dynamic, data-sharing ecosystems, personalisation is set to redefine how we engage with travel brands.

This is why trust is a priority. While travellers appreciate AI-powered tools, they also demand transparency, accuracy, and respect for their privacy. Travellers want personalisation that doesn’t feel intrusive, where they still have control over their data. This is where consent management becomes critical. When customers can genuinely control their data—deciding where, when, and how it is shared—they are more comfortable embracing personalised services.

Empowering Travellers Through Self-Sovereign Identity (SSI)

SSI empowers travellers to own and control their personal data, placing them at the centre of the digital experience. Our panellists highlighted that to make truly personalised travel experiences a reality, travel brands need access to accurate, real-time data while respecting travellers’ autonomy.

Neoke is leading the way in creating a framework where businesses can access the exact version of the traveller at any given moment—ensuring a personalised, frictionless journey while keeping trust firmly intact. By investing in SSI and transparent consent management, we are giving travellers the power to control their own information, which in turn builds trust between brands and consumers.

The Intersection of SSI, AI, and Trust

The convergence of SSI and AI is a game-changer. These technologies are not just enablers—they are the backbone of a secure, interconnected, and frictionless travel ecosystem. The integration of these innovations allows businesses to deliver personalised experiences while ensuring that privacy and security are prioritised.

The Future of Travel: Frictionless, Personalised, and Secure

Looking ahead, the fusion of SSI and AI promises travel experiences that are:

• Frictionless: Streamlined processes eliminate traditional pain points, from check-ins to border crossings.
• Personalised: Every journey is uniquely tailored to individual preferences and needs, ensuring travellers feel understood and valued.
• Secure and Transparent: Travellers retain control over their data, ensuring compliance and fostering trust through transparent practices.

At Neoke, we’re excited to be at the forefront of this transformation, working alongside industry leaders to bring these innovations to life. We’re committed to shaping the future of travel, where trust is at the core of every experience.