Bestinternational, a travel wholesaler, launched "Ariel," an AI-powered travel assistant, to provide 24/7 tour information and recommendations. The chatbot integrates across the company's apps and aims to address evolving customer demand for instant, personalized travel guidance. The initiative was unveiled during Thailand's travel trade shows (20–23 August) as part of the company's broader strategy to expand its network of 14 distribution partners and introduce the "6 PLUS" campaign to ease payment barriers and boost bookings in the year's second half.