Solutions
- Airlines
  - Products
- Airports
  - Amadeus for Airports
  - Products
- Border Authorities
  - Amadeus for Border Authorities
  - Products
- Corporate Travel & Expense
  - Products
  - Capabilities
  - Integrations
    - Travel & Expense Solution for Microsoft Teams
- Travel Sellers
  - Products
  - Content
- Hospitality
- Payments & e-invoicing
  - Outpayce
  - Voxel: B2B Payments and e-Invoicing
- AI at Amadeus
  
  Driving integration, scalability, trust and integrity across the travel industry.
  Learn more
- Biometrics at Amadeus
  
  Transforming the traveler journey with secure digital identity
  Learn more
Support & Training
- Support
- Training
- Already a customer?
  
  Log into My Amadeus Services for product news, learning materials, and customer support.
  Login
Partners
- Transforming travel with AI
  
  Our partnership with Microsoft accelerates our Cloud journey and unlocks new, AI‑powered innovations that strengthen and elevate the travel industry.
  Learn more
- Landmark partnership between Amadeus and Google Cloud
  
  Learn how this collaboration strengthens Amadeus' multi-cloud approach and AI innovation to improve efficiency, reliability and growth in travel.
  Learn more
Resources
- Trending Topics
- Six travel trends that will redefine how we travel in 2026 and beyond
  
  Amadeus, in collaboration with Globetrender, unveils the tech, policy and innovation coming to transform the face of travel.
  Discover now
- Airlines in the agentic age: use cases and ideas for getting started with AI
  
  Built on airline input, with Microsoft support, exploring real AI use cases.
  Access whitepaper
Company
- About Amadeus
  - About us
  - Leadership
  - Awards
  - Locations
- Careers
- Innovation
- Sustainability
  
  Learn how we’re working to make travel a force for good.
- Amadeus Global Report
  
  Gain insights into Amadeus' 2025 business, financial performance, and sustainability.
  Read the report
- Latest financial results
  
  Amadeus published its financial results for H1 2026.
  View the results

Research report

Tailored Horizons

Download the report

The new rules of travel personalization in the age of AI

Artificial intelligence is transforming how travelers discover, plan, book, and experience travel. But as AI becomes more deeply integrated into the travel experience, new questions are emerging around trust, transparency, and what personalization should look like in practice.

Based on insights from more than 1,000 U.S. travelers and industry leaders across the travel ecosystem, Tailored Horizons explores how traveler expectations are evolving, what people value most from AI-powered experiences, and how trust will shape adoption in the years ahead.

How AI is transforming travel personalization
The role trust, transparency, and control play in adoption
Why travelers are willing to share data when the value is clear

“The currency of AI is trust, and trust must be earned. We must move at the speed of trust, and that speed may not be as quick as we would like. Right now, trust is concentrated on low-stakes use cases, like inspiration. When it comes to booking, to delegating real decisions to an AI agent with access to their credit card, people want to see proof first. So, we start small and build that trust, one delightful touchpoint at a time. The loop only closes when both sides advance: travelers need to grow more comfortable, and the technology must become more consistent and better understood before that trust, and the full end-to-end experience it unlocks, can move faster.”

Gaëlle Bristiel

VP Engineering and Head of AI Delivery Hub, Amadeus

Gaëlle Bristiel

“We find that travelers will readily share their preferences when they see an immediate return on that trust. Instead of manually filtering tabs for every trip, they tell the system what they care about once, and the platform dynamically adjusts. They give us obvious signals like loyalty programs and frequent airlines, but they also share highly specific context, like refusing to stay in hotels without a gym or asking to avoid rooms with connecting doors. Because our AI agents use memory, they remember these details for the next booking.”

Dane Molter

SVP, Group Travel Marketplace, Navan

“What we found early on is that most travelers were not using conversational interfaces to browse and dream; they were asking for friction removal: a schedule change, a booking that needed fixing. Chores come before joy. A surface that only helps you transact but fails to support customers when things go wrong doesn't reflect what people actually need from a travel company today.” 

Jo Lai

SVP, CX & AI Solutions, HTS (Hopper Technology Solutions)

“SkyLink is a great example of what happens when advanced AI capabilities meet the scale and expertise of Amadeus. Built as an agentic AI platform, it combines frontier models and sophisticated reasoning with Amadeus’ trusted travel data, connectivity and ecosystem. This enables a more natural, conversational experience that can interpret traveler requests and preferences, understand traveler needs, and operate across the complexity of modern travel – helping move the industry towards a more personalized, intelligent future.”

Atyab Bhatti

CEO, SkyLink, an Amadeus company

1 / 4

Gaëlle Bristiel
Dane Molter
Jo Lai
Atyab Bhatti

Key insights at a glance

69%

have received a surprising or impressive AI recommendation

76%

trust AI to help compile travel options

55%

would share information to find better prices or deals

Tailored Horizons

Explore the research behind the new rules of travel personalization in the age of AI.

Download the Tailored Horizons report or contact us to learn how Amadeus can benefit your business.

Download report Contact us