Taiwan Tech Dispatch

雄獅旅遊的AI轉型策略：從人員再訓練到投資新創，打造旅遊科技生態圈

• 前半段為文章的英文版本 (The first half is the English version)
• 後半段為中文版本 (The second half is the Mandarin version)

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When we think of digital transformation in the travel industry, headlines often focus on cost-cutting, layoffs, and automation. But in Taiwan, one of the largest travel companies is rewriting the script.

Lion Travel, a publicly listed company (stock code: 2731.TW), is the market leader in Taiwan’s travel sector. Its services span outbound tours, domestic travel, ticketing, MICE, corporate travel, and B2B solutions, with operations across Asia. Given its scale and influence, the way Lion Travel is integrating AI offers a unique model for large service providers across the region.

While many companies respond to AI disruption with downsizing, Lion Travel is opting for a two-pronged strategy: internal reskilling and external investment. This approach offers key insights for any business navigating the wave of AI adoption.

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🧠 Reskilling, Not Layoffs: Building AI-augmented Talent

In contrast to startups like KKDay that recently laid off employees amid restructuring, Lion Travel has chosen to retain and retrain its workforce.

According to a feature by Business Next, Lion Travel has been actively training its marketing, product, and operations teams in generative AI technologies. This includes:

• Prompt engineering with ChatGPT
• Toolchain integration with LangChain
• Implementation of Retrieval-Augmented Generation (RAG) frameworks

The company’s vision is clear: AI is not a replacement for human workers—it’s a tool to upgrade them. Travel advisors are being empowered to design personalized itineraries, generate content, and improve service responsiveness using AI.

This is not merely digital optimization. It’s a shift in organizational mindset—treating AI literacy as a core business skill.

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🚀 Investing in FonTrip: Expanding into the AI Travel Tech Ecosystem

In addition to internal transformation, Lion Travel has also made a strategic external move: investing in travel tech startup FonTrip Tech.

FunTrip offers a SaaS-based suite of AI tools that includes:

1. Conversational AI and chatbots
2. Smart itinerary generation
3. Behavioral analytics and marketing optimization

With clients in Taiwan, Japan, and Malaysia, FonTrip is becoming a regional B2B provider of travel tech solutions. Lion Travel’s investment signals a bold pivot—from travel operator to technology enabler and ecosystem builder.

In essence, Lion Travel isn’t just improving itself. It’s building the software infrastructure that other travel businesses across Asia can rely on.

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🌏 From Reactive to Proactive: Building an AI Supply Chain

Lion Travel’s approach reflects a clear long-term vision: to establish an AI-powered travel supply chain.

This involves:

• Internal efficiency and service upgrades via AI adoption
• New revenue streams from tech products and platform services
• Participation in upstream innovation through early-stage AI investment

In doing so, Lion Travel has positioned itself not just as a market player, but as an ecosystem architect—one that is actively shaping how AI enters and evolves within the travel industry.

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📊 KKDay vs. Lion Travel: Two Paths to AI Transformation

Here’s a side-by-side look at how KKDay and Lion Travel are approaching AI transformation:

Area	KKDay	Lion Travel
Internal Strategy	Layoffs and restructuring	Talent upskilling and AI retraining
Tech Focus	Efficiency and automation	Learning and process redesign
External Action	No major investment noted	Invested in FonTrip (software + platform)
Ecosystem Vision	Brand-level optimization	Building supply chain and regional platform

Both are adapting—but in very different ways. These decisions will likely define who thrives in the next decade of travel tech.

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🔚 Conclusion: Real Transformation Goes Beyond Tools

When we talk about AI transformation, we shouldn’t just ask what tools a company is using. We need to ask:

• How is the organization learning to use these tools?
• Are employees given room to grow or transition?
• Is the company building its own platform and ecosystem?

The contrast between KKDay and Lion Travel shows that transformation can feel like pressure—or it can become an opportunity.

In the coming years, more Taiwanese companies—and businesses across Asia—will face the same strategic choice.

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🔗 Further Reading:

• KKDay’s AI Restructuring: What It Means for Taiwan’s Startup Sector
• Website of FonTrip
• Inside Lion Travel’s AI Playbook: Culture Change, Tech Stack, and Strategic Goals (Mandarin)
• FunTrip Tech Raises NT$180M to Expand AI Travel SaaS in Asia (Mandarin)

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雄獅旅遊的AI轉型策略：
從人員再訓練到投資新創，打造旅遊科技生態圈

在全球旅遊業者逐步擁抱生成式 AI 的浪潮下，**台灣的產業龍頭「雄獅旅遊（Lion Travel）」**正進行一場值得國際觀察者關注的轉型實驗。

雄獅旅遊是台灣旅遊產業的領導品牌，為台灣上市櫃公司（股票代碼：2731.TW）， 擁有遍布海內外的據點與完整產品線，服務範圍涵蓋自由行、團體旅遊、票券業務、會展旅遊、企業出差與 B2B 解決方案等。

正因為雄獅的規模與產業地位，它對 AI 的導入方式，不只是單一企業的選擇，更有機會成為其他中大型服務業者的參考藍圖。

在上一篇文章中，我們探討了 KKDay 在生成式 AI 浪潮下所做出的組織調整與裁員，帶來的不只是成本精簡，更是一種結構性的轉型壓力。但當我們將視角轉向雄獅旅遊，會發現它選擇了一條完全不同的轉型路線。

這是一條從內部到外部、從人才重塑到新創投資的策略組合。某種程度上，也許能作為台灣企業在 AI 變局中，思考「轉型」的另一種典範。

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🧠 從裁員到升級：職能再造與AI素養內建

與 KKDay 傳出的裁員不同，雄獅選擇了人員再訓練與職能轉型。這不只是單純地「學習使用 ChatGPT」，而是深度導入 AI 工具組成企業內部的核心運作能力。

根據《數位時代》報導，雄獅已經在行銷、客服與產品設計部門推動生成式 AI 的導入與應用，涵蓋：

• ChatGPT 與 prompt engineering
• LangChain 串接與應用實作
• Retrieval-Augmented Generation（RAG）架構的初步部署

管理層的觀點也相當明確：AI 不會取代人，而是讓人才被升級為 AI augmented workers。
旅遊顧問不再只是資料輸入與客服回覆的角色，而是能透過 AI 建議精緻行程、提升回應速度、掌握市場趨勢的多功能專業者。

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🚀 對外投資FunTrip：從旅遊服務走向科技生態

雄獅旅遊的另一項重要策略，是投資旅遊科技新創公司 FunTrip Tech（豐趣科技）。

這家新創公司的服務範圍涵蓋三大 AI 核心功能模組：

1. 自動化客服機器人
2. 智慧行程推薦與生成引擎
3. 使用者行為分析與精準推薦系統

豐趣的客戶已拓展至台灣、日本與馬來西亞，並逐漸形成旅遊 SaaS 模型的輸出平台。這代表雄獅不只是強化自家能力，而是試圖成為一個產業級 AI 解決方案供應者，協助其他旅行社與 OTA 完成數位升級。

從這個角度來看，雄獅其實已經不再只是旅遊公司——它也開始進入軟體與平台服務產業。

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🌏 打造AI生態圈，走在浪潮最前線

雄獅旅遊這一連串的動作，其實構築出一個非常明確的願景：打造「AI 旅遊產業供應鏈」。

這包含：

• 對內：提升既有業務效率與服務品質（人員再訓練）
• 對外：拓展產品線與收入來源（投資 SaaS 新創）
• 對上游：參與 AI 技術與模型導入的實驗與落地

透過這樣的方式，雄獅不只是「因應」 AI，而是成為推動產業升級的上游節點，建立自己的技術能量與合作生態。

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📊 KKDay vs 雄獅旅遊：兩種AI轉型選擇

下表簡單比較 KKDay 與雄獅旅遊在 AI 浪潮下的轉型策略：

項目	KKDay	雄獅旅遊
內部轉型	裁員與組織重整	人才升級與 AI 再訓練
技術導入	重視效率與自動化	強調學習與流程再造
對外佈局	尚未見重大投資動作	投資 FunTrip，進軍軟體與平台
生態策略	單一品牌優化	打造產業供應鏈與區域平台

兩者都在變，但選擇不同。這樣的差異，也許將在幾年內決定誰能真正站穩下一個旅遊科技時代。

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🔚 結語：產業升級的真轉型，不只是導入工具

當我們談 AI 轉型，不應只關注導入了哪個工具，而更要關注：

• 組織如何學會這些技術？
• 員工是否有成長與轉職的空間？
• 企業是否開始建構自己的平台與生態系？

KKDay 與雄獅旅遊的對比，讓我們看到「轉型」可以是壓力，也可以是機會。

未來，更多台灣企業也將面對同樣的選擇題。

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📌 延伸閱讀：

• KKDay的AI裁員與組織重整，反映了什麼產業訊號？
• 雄獅旅遊 AI 轉型大解密：從內部訓練到產品實作，組織結構全面調整
• 豐趣科技獲雄獅投資，AI應用三軸搶攻亞洲旅遊市場