Artificial Intelligence in Tourism: Amadeus Research

The travel industry — much like the rest of the world — is undergoing a massive technological revolution. As we integrate Generative AI into our core operations, the way we interact with travelers could shift dramatically, creating new opportunities to increase productivity, personalization, and customer satisfaction. 

Already, AIdriven platforms are curating unique travel experiences and chatbots are reshaping how travelers plan, book, and experience their journeys.

Amadeus conducted a study among Spanish travelers to understand their views on generative AI: how they perceive such tools in the market, what inspires them, and how they want to use it in the future. According to the survey results, Amadeus found that the use of generative AI is welcomed by travelers and contributes to the growth of the tourism industry.

Amadeus Survey Results

For which, if any, of the following activities have you used GenAI tools (such as ChatGPT or virtual assistants)?

29% Answering general queries

23% Explaining topics ( i.e. topics I want to understand better)

20% Improving work productivity (e.g. summarising text or emails)

18% Seeking recommendations aligned to my interests

13% Finding the best deals

9% Researching a potential trip

3% Other

6% Don’t know

42% Not applicable — I have not used GenAI tools (such as ChatGPT or virtual assistants)

Amadeus

"The findings show young people have a strong inclination to turn to AI to answer questions and learn something new, with the keenest adopters using it to plan their trips, and to find the best deals. This shows that people respond best to technology that is intuitive, easy to use, and that serves their immediate needs. Adoption will increase as the travel industry continues to invest in innovative AI solutions that deliver even more relevant and personalized content in an intuitive way."

Even if you haven’t used an AI tool, which, if any, of the following areas would you say AI could benefit you when traveling?

58% Language Translation (e.g. real-time translation of conversations or signs while traveling in a foreign country)

38% Searching flights, hotels or rental cars based on 38% preference and budget

37% Recommendations (e.g. personalised suggestions for restaurants, activities or attractions based on your interests)

34% Travel Itinerary Management (e.g. organising your travel plans and sending reminders for activities or bookings)

27% Booking (e.g. using AI tools to complete reservations for flights, hotels or rental cars based on your preference and budget)

24% Managing disruption and communicating changes (e.g. receiving alerts about flight delays or cancellations and alternative travel options)

22% Baggage handling (tracking lost luggage in real time or managing lost luggage claims). Women (25%) are slightly more likely than men (20%) to see the benefit of AI in tracking luggage in real time or managing lost luggage claims.

21% Check-in (e.g. using mobile apps for quick check-in at airports or hotels). Women (24%) were also more likely than men (19%) to use AI to check-in to a hotel or flight.

20% Security (e.g. AI-assisted securing screening processes at airports for faster passage)

18% Hotel operations (e.g. using AI for room service orders, housekeeping requests, or virtual concierge services)

1% Other

19% Don't know

Which, if any, of the following challenges have you faced when using AI for trip planning?

20% Security and privacy concerns (e.g. worries about how personal data is collected, stored and used by AI systems)

17% Lack of human perspective (e.g. preferring to interact with human agents or planners rather than AI)

15% Concerned about potential of bias (e.g., worries that AI may not provide fair or unbiased recommendations)

15% Lack of awareness or information or limited access to technology (e.g. not knowing enough about AI tools and their benefits in travel)

14% Lack of trust in AI recommendations (e.g. scepticism about accuracy or reliability of AIgenerated suggestions)

13% Outdated information, or inaccuracy and errors

10% Complexity of AI tools (finding AI applications difficult to use or understand. Not knowing the right prompts) 

1% Other 

6% Don't know

47% Not applicable — I haven't used AI tools for any trip planning

Amadeus

“The challenges identified by travelers when using Generative AI for trip planning underscore the need for greater transparency and trust in these technologies. Amadeus is dedicated to addressing these concerns by integrating robust security measures and ensuring our AI tools provide reliable and unbiased recommendations. We believe that technology has the potential to drive positive change when it is developed with human values at its core.”

Which, if any, of the following features of an AI travel assistant would you be likely to use?

29% AI travel assisting with itinerary creation by suggesting activities, restaurants, and accommodations

28% AI travel helping with real-time updates on flight statuses, gate changes, and local weather conditions

27% AI travel answering questions about travel regulations, visa requirements, or local customs

27% AI travel assistant providing personalized travel recommendations based on your preferences and past travel experiences

25% AI travel helping with booking flights, hotels, and activities directly through the assistant

13% Don’t know

30% Not applicable — I would never use an AI travel assistant

Amadeus

“Almost one third of Spanish adults are already curious about using Generative AI as a digital travel assistant. This shows a tremendous growth opportunity in this sector. We envision a future where every traveler has a personalized digital companion, guiding them through their journey with insights tailored to their unique preferences. Technology should not only simplify the planning process, but also enrich the travel experience, transforming ordinary trips into extraordinary adventures. As we embrace these innovations, we have the chance to redefine travel, making it better for everyone”.

According to Tumodo, AI is becoming increasingly popular among business travelers. It helps employees and service clients find the best solutions for business trips.

The Tumodo team has already implemented:

• Service sorting tailored to specific user requests;

• Integration of the ChatGPT virtual assistant;

• An algorithm that improves the visual quality of the platform and accommodation descriptions.

In the near future, we plan to:

• Implement an algorithm that offers clients multimodal trips;

• Reduce service search time by 30%;

• Improve support service efficiency through chat updates.