Study finds travel industry lags behind in adopting AI, creating competitive advantage for early adopters

Published on October 29, 2025

new Global research He conducted it London Research with relay42A Supermetrics The company showed a lot of differences in the use of artificial intelligence (AI) between travel brands trying to improve customer experience and marketing. The name of the paper says it all – Data and AI, the twin forces that are already shaping the future of travel marketing. Let’s see how companies across the airline, hotel, tour operator and cruise line segments are evolving their marketing strategies by adopting AI and data management. The findings indicate a growing gap between travel brands that have matured in using data and those that are struggling to adopt AI into their operations.

Despite the growing recognition of the potential of artificial intelligence in… Personalize guest experiences and Improving business decisionsonly 21% of the travel companies surveyed are fully embracing AI for predictive decision-making and modeling. This limited adoption highlights the challenges and opportunities facing travel brands as they seek integration Artificial intelligence technology in their operations and customer engagement strategies.

The growing AI gap in travel marketing

While the study highlights that leading travel companies are increasingly harnessing the power of AI for predictive analytics and decision-making, it also reveals that there is a clear solution to the AI ​​problem. The artificial intelligence gap Within the industry. Leading brands in data management and AI adoption are seeing remarkable benefits in Customization, synchronizationand Customer decision. These brands also leverage AI to enrich customer profiles, predict their behavior, and provide personalized responses in real-time, giving them a significant competitive advantage in the industry. Dynamic travel market.

However, the study also shows that Mainstream travel brandsCompanies that have not yet fully invested in AI are lagging behind. They are much less likely to use AI to predict customer behavior or provide personalized, data-driven responses. This discrepancy is a major factor that could affect the future competitiveness of travel companies, especially with increasing demand for travelers Personalized and seamless experiences.

Key barriers to adopting AI in travel

There are several factors hindering the widespread adoption of AI in the travel sector. According to the study, Technology platform limitations and Difficulty integrating artificial intelligence with legacy systems There are still major challenges. Many travel brands are also facing a Lack of internal expertise To manage and implement artificial intelligence effectively. In addition, the lack of Consolidated, high-quality customer data This complicates the process of scaling AI, making it difficult for many companies to fully unleash the potential of predictive insights and personalized marketing strategies.

As AI continues to evolve, the need for better integration of AI tools on-premises has emerged Travel marketing Other operational areas become increasingly clear. Without addressing these infrastructure and data challenges, travel brands may struggle to leverage AI in the travel sector Advanced customer experiences Which today’s travelers expect.

The role of artificial intelligence in transforming travel operations

The study also emphasizes that the impact of AI goes beyond marketing, extending to core business operations. Travel brands that have successfully integrated AI are using it to simplify things Operations,optimized Pricingruns riskand strengthen Customer service. With the expansion of artificial intelligence applications in… Generative and agentic artificial intelligencetravel companies can expect greater shifts in how they engage with guests, manage resources and make strategic decisions.

For example, Predictive AI It can help travel companies better forecast demand, adjust prices dynamically, and allocate resources more efficiently. In customer service, AI-based chatbots and virtual assistants are already providing instant and personalized support to travelers, improving satisfaction and loyalty.

Travel brands must accelerate AI adoption

As the industry moves towards more It is data-driven and runs on artificial intelligence Customer Journeys, the study highlights that travel brands that fail to keep up with AI adoption risk falling behind their competitors. The first travel companies with artificial intelligence Positioning themselves as leaders in a rapidly changing market, where… Customization and Customer engagement It is essential for success. These companies are shifting from static, one-size-fits-all campaigns to dynamic, intelligent systems that adapt and evolve based on real-time data insights.

to Travel marketersIt is time to embrace artificial intelligence. Companies that are slow to adopt AI tools may find themselves struggling to compete as industry leaders continue to evolve their customer engagement strategies using AI-based insights.

The future of artificial intelligence in travel marketing

the Data and Study of artificial intelligence The findings indicate an important moment for travel companies to increase the use of AI and activate its full potential in transforming the guest experience and the entire business process. AI is already giving advantages to data management leaders in travel marketing, and other companies need to accelerate its adoption to match. Blending predictive, agentic and generative AI throughout travel marketing and operations will not only increase personalization, but will also support brands in maintaining a strong position in a very rapidly changing market. Artificial intelligence is still evolving, and the next phase of smart travel is just beginning; Those who don’t invest their money in AI now may be missing out on defining the future of travel.