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Research Report

Navigating the Future: How Generative Artificial Intelligence is transforming the travel industry

While Artificial Intelligence (AI) has been a mainstay of travel technology for a decade or more, there has been an explosion of interest in Generative Artificial Intelligence (Generative AI) since ChatGPT brought the topic to wider public consciousness in late 2022.

But what is happening on a practical level? Where are the challenges being observed and tangible benefits delivered? 'Navigating the Future'
answers these questions.

Commissioned by Amadeus and conducted by Mercury Analytics, the extensive survey engaged 306 senior travel technology leaders with experience of Generative AI from ten key markets in North America, Europe, and Asia Pacific.

What this cohort told researchers was illuminating. Generative AI is already in widespread use across the travel industry. This is a technology whose time has arrived. Moreover, continued investment in Generative AI is the top technology priority for the industry over the coming year, suggesting the pace of change is set to accelerate.

Download the full report to know more about how Generative AI istransforming the travel industryand learn more about the benefits of Artificial Intelligence in the travel industry.

Generative AI is cited as a top priority for the coming year by 46%, ahead of any other technology. This figure was as high as 61% in APAC.
41% of travel companies say their organization has the budget and resources in place to implement Generative AI.
However, initial optimism is beginning to dissipate, with factors such as data security, lack of Generative AI expertise and ROI concerns potentially slowing down the roll out.
Several use cases have emerged, led by digital assistance for travelers during booking (53%) and followed by recommendations for activities or venues (48%), content generation (47%), helping staff to better serve customers (45%), and collecting and condensing post-travel feedback (45%).