1. Overview (Project Background)

HANATOUR pursued the adoption of a generative AI-based conversational AI Agent to simultaneously strengthen business productivity and service competitiveness in the areas of travel product planning and customer consultation.
The existing travel product planning and consultation process required comprehensive review of multiple internal data, external information, and latest trends, and the structure demanded significant time and manual work from deriving insights about new destinations to composing package itineraries.

Accordingly, HANATOUR built an AI Agent supporting overall travel itinerary planning and consultation and initiated the project with the goal of assisting travel product planning (MD) work and providing customers with more personalized travel consultation experiences.

2. Challenge (Problem Definition)

Before project implementation, HANATOUR faced the following limitations and challenges.

• Limitations of Scenario-Based Chatbots
  The existing chatbot operated primarily on fixed scripts, showing low responsiveness to unstructured questions, and required improvements in flexibility and accuracy.

• Inefficiency in Utilizing Dispersed Data
  Internal package product information, external travel trends, and local information were scattered, making it difficult to comprehensively utilize them for itinerary planning and consultation.

• High Manual Work in Travel Product Planning
  Repetitive and time-consuming tasks such as new destination analysis, itinerary composition, and route design limited improvements in MD productivity.

• Lack of Personalization in Customer Consultation Experience
  There were constraints in providing ultra-personalized consultation that sufficiently reflected customer booking history, preferred destinations, and itinerary information.

3. Solution (Resolution Approach)

HANATOUR, together with Megazone Cloud, built an Agentic AI workflow based on Amazon Bedrock and implemented an AI Agent supporting travel product planning and consultation.

• AI Package Itinerary Design Service Development
  Implemented a work-assistance AI service that automatically proposes new travel itineraries by comprehensively analyzing package product itineraries and routes actually sold internally, latest travel trends, local information, travel routes, and required time.

• Amazon Bedrock + OpenSearch-Based Context Integration
  Built an agentic AI structure by integrating Amazon Bedrock (Claude 3.5 Sonnet) and OpenSearch to comprehensively analyze internal package product data and external trends, and generate itinerary design and consultation responses based on this analysis.

• Multi-Channel and Multimodal Consultation Environment Implementation
  Applied STT (speech recognition) and TTS (text-to-speech) to simultaneously support chat and voice-based consultation, providing accessible consultation experiences across diverse age groups and user environments.

• Executable Command-Based Consultation Function
  Implemented a command function that recognizes execution intentions such as flight booking, itinerary changes, and product recommendations during consultation and immediately performs services without requiring navigation to separate pages.

4. Result (Achievements)

Through AI Agent adoption, HANATOUR achieved the following tangible results.

• Increased User Numbers
  Compared to scenario-based chatbots, users increased by 267% at beta service launch, and expanded to 432% after official launch.

• Improved Travel Product Planning Productivity
  By automating the process from new destination analysis to itinerary composition, reduced repetitive work for MDs and created an environment to focus on more strategic planning tasks.

• Provided Ultra-Personalized Consultation Experience
  By providing customized consultation reflecting customer booking history and preferences 24/7, simultaneously improved consultation quality, speed, and convenience.

• Expanded User Age Range and Enhanced Accessibility
  Through natural language-based interface and voice features, created an environment where users with low digital familiarity can easily access the service.

• Established Foundation for Travel Service Paradigm Shift
  Secured a differentiated case study presenting new service standards in the travel industry through AI-based ultra-personalized consultation and itinerary design.