Byway: Using AI to Revolutionize Slow and Scenic Travel

In the midst of a global pandemic, starting a travel business might have seemed like a daunting task. However, solo founder Cat Jones took the plunge in March 2020, launching Byway, a curated package tour business with a unique twist. Fast forward to the summer of 2024, and Byway is celebrating the close of an oversubscribed £5.04 million Series A round (around $6.4 million), signaling a promising future for slow, sustainable travel.

The Vision Behind Byway

Jones’ vision for Byway revolves around the concept of slow and more sustainable travel. This means crafting trips that are flight-free, relying on trains, buses, and ferries. The aim is to offer holidaymakers the chance to enjoy the journey itself, taking in scenic routes and exploring off-the-beaten-track locations. This approach not only provides a more relaxing travel experience but also addresses growing environmental concerns and the negative impact of over-tourism on popular destinations.

A Growing Demand for Sustainable Travel

The demand for sustainable travel options has been steadily increasing as more travelers become aware of the environmental impact of flying. Popular European city-break destinations like Amsterdam, Barcelona, Rome, and Venice are struggling with the effects of over-tourism, making alternative travel options more attractive. Byway capitalizes on this trend, offering trips that reduce the carbon footprint and support local communities in less frequented areas.

Jones, who has always been passionate about scenic travel, saw a real opportunity to program overland holidays that offer breathtaking views and unique experiences. Her background as an investor at London-based startup accelerator Founders Factory and her decade-long tenure at digital adtech company Unruly, where she ended up as global SVP for data, provided her with the skills and insights needed to launch Byway.

Byway’s Journey and Growth

Since its inception, Byway has experienced impressive growth. The company reports a threefold increase in business year-on-year, with over 4,200 trips sold to date. This success is a testament to the growing appeal of slow travel and the effectiveness of Byway’s business model.

Byway’s recent Series A funding round, led by Heartcore Capital with participation from Eka Ventures and re-investing angels, will be instrumental in fueling the company’s expansion into new regions. The funds will also support the hiring of additional staff, including engineers to enhance Byway’s proprietary AI-based trip planner technology, JourneyAI.

JourneyAI: The Heart of Byway’s Offerings

At the core of Byway’s service is JourneyAI, its proprietary trip-designing software. Currently, around 60% of Byway’s package holidays are booked online through this tool, while the remaining 40% are arranged via a human-powered concierge service. Jones is confident that as JourneyAI evolves, it will take over more of the trip design work, becoming even more adept at crafting personalized and appealing travel itineraries.

JourneyAI draws from a vast array of information sources to build custom travel packages. These include transport timetables, fare information, and customer preferences, as well as data on previous trips that received positive feedback. This extensive dataset allows the AI to match new customers with similar travelers whose preferences it has successfully catered to in the past.

For example, a couple might enjoy a late-night sleeper train, while a family with young children might prefer a daytime journey. Byway’s AI is designed to navigate these nuances, ensuring each trip is tailored to the customer’s specific needs and preferences.

Balancing Automation with Human Touch

While Byway’s AI does much of the heavy lifting in trip planning, there is still a significant role for human expertise. Some customers have highly specific requirements or simply prefer the reassurance of speaking with a human agent. Jones acknowledges that while the AI is highly effective in many cases, there is a segment of the market that still requires personalized human attention.

The company’s commitment to improving JourneyAI’s responsiveness and accuracy remains strong. The recent funding will allow Byway to invest further in developing its AI, aiming to increase the proportion of trips booked through the tech tool. However, Jones is quick to note the importance of the human element, particularly in sourcing high-quality content and managing disruptions during travel.

Ensuring Resilient and Delightful Journeys

One of the significant challenges in planning multi-leg journeys is managing potential disruptions. Byway’s AI is designed to create resilient travel plans, incorporating fallback options to handle unexpected changes. For instance, if a train is delayed, the system can automatically suggest alternative routes or activities to minimize inconvenience to travelers.

“We are still manually sorting disruption at the moment,” Jones explains. “But actually that’s something that, very soon — especially with this funding — we will be able to automate the vast majority of our disruption detection and automatic disruption replanning.”

Byway also sets up WhatsApp groups for its customers, providing an easy way for them to reach out for support during their trips. This ensures that travelers never feel stranded or overwhelmed by disruptions, as Byway takes responsibility for resolving any issues that arise.

Future Expansion and Challenges

With its recent funding and growing customer base, Byway is well-positioned for expansion. The company plans to extend its reach into new regions, offering its unique brand of slow travel to a broader audience. However, this growth comes with its own set of challenges, including regulatory hurdles related to Brexit.

Byway recently established a base in the Netherlands to secure a European bond that protects its customers across Europe. This move is crucial for enabling the company to market its services more widely within the European Union.

Conclusion: A Promising Future for Slow Travel

Byway’s innovative approach to travel, combining AI-driven personalization with a commitment to sustainability, is resonating with an increasing number of travelers. As environmental concerns and the desire for unique, off-the-beaten-path experiences continue to grow, Byway is well-positioned to lead the charge in promoting slow and scenic travel.

Jones’ passion for this form of travel, combined with her entrepreneurial spirit and background in tech and investment, has created a solid foundation for Byway’s success. As the company expands and refines its offerings, it will undoubtedly continue to attract travelers seeking a more meaningful and environmentally conscious way to explore the world.

Byway’s journey is a testament to the power of innovation and the enduring appeal of slow, scenic travel. For those looking to escape the hustle and bustle of traditional tourism, Byway offers a refreshing and sustainable alternative. As Jones aptly puts it, “We’re not just designing delightful routes; we’re creating journeys that people will cherish and remember for a lifetime.”