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.
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.
Amadeus survey results
Key GenAI use cases
- 42% have not used GenAI tools
- 29% answering general queries
- 23% explaining topics
- 20% improving work productivity
- 18% seeking recommendations aligned to their interests
- 13% finding the best deals
- 9% researching a potential trip
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."
How could AI benefit the travel industry?
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- 37% personalised recommendations for restaurants and activities
- 34% travel itinerary management
- 27% booking
- 24% managing disruption and communicating travel changes
- 22% tracking lost luggage in real time or managing lost luggage claims
- 21% check-in using mobile apps at airports or hotels
- 20% AI-assisted securing screening processes at airports for faster passage
- 18% hotel operations
Potential challenges of using AI for trip planning
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- 15% concernes about potential bias
- 15% lack of awareness or information or limited access to technology
- 14% lack of trust in AI recommendations
- 13% inaccuracy and errors
- 10% complexity of AI tools
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.”
AI travel assistant features most likely to be used by travelers
- 29% suggesting activities, restaurants, and accommodations
- 28% helping with real-time updates on flight statuses, gate changes, and local weather conditions
- 27% answering questions about travel regulations, visa requirements, or local customs
- 27% providing personalized travel recommendations based on your preferences and past travel experiences
- 25% helping with booking flights, hotels, and activities directly through the 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”.
Tumodo acts on AI integration
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Service sorting tailored to specific user requests;
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Integration of the ChatGPT virtual assistant;
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An algorithm that improves the visual quality of the platform and accommodation descriptions.
