TAIPEI (Taiwan News) — Lion Travel is transforming with AI-powered tools like its LiLi chatbot and “Lion Secretary” pre-trip assistant.

Lion Travel Chair Wang Wen-chieh (王文傑) is steering the initiative, which began in May with a big data and AI systems push, per CNA. The travel agency said its digital transformation strategy focuses on talent development and innovation.

LiLi, launched in January, offers 24-hour text-based customer service powered by large language models. As of last month, it has served over 90,000 users, resolving 30% of inquiries and reducing response times.

Virtual assistant Lion Secretary is being tested on Southeast Asian routes and will expand to other destinations next year. The system aims to support over one million travelers and improve itinerary planning through real-time recommendations.

Lion Travel’s smart Zhongxiao branch in Taipei, which opened in December with 24-hour self-service lockers, marked the start of its digital push, per Liberty Times. The branch serves as a testbed for new AI-enabled travel services.

The travel agency said Lili and Lion Secretary have generated over NT$30 million (US$975,000) in revenue. To reinforce its tech foundation, it plans to hire 60 additional IT professionals specializing in data engineering and machine learning.

Wang said the company’s long-term goal is to blend AI efficiency with human creativity, ensuring travelers enjoy smarter and personalized experiences in the AI era.