The travel industry has always been quick to adopt the latest innovations in an effort to create efficiencies and drive business. Artificial Intelligence based technologies have found effective and practical application within the industry and travel consumers are ramping up use of the innovation. A 2024 Phocuswire survey found that 46% of respondents used Generative AI systems for travel related inquiries and purchases. That’s more than double the 22% usage of GenAI for any subject in 2023. AI has found a place in the consumer facing part of the travel business and continued advancement in engagement functionality and language comprehension will cement the technology’s viability within the industry. More travel providers and brands are implementing AI solutions as more users seek faster and more efficient ways to research and purchase travel services and products.

What Are Travelers Asking For?

Adoption of AI technology in travel continues at a frenetic pace as travelers seek more efficient and engaging ways to research and purchase travel services and products. Phocuswire’s AI Study from 2024 revealed the top travel uses for Generative AI:

Comparing and choosing things to do (55%)

Putting together an itinerary (54%)

Getting ideas about things to do (52%)

Researching hotels and short-term rentals (49%)

Researching car rentals (43%)

The advanced assistive nature of AI technology positions it as an ideal companion to travel consumers that can effectively offer travel research, planning and purchasing services. Preferences of travel consumers are shifting towards AI technology as mainstream travel businesses offer more services and conveniences that deliver concierge type experiences.

Extended Functionality of AI

AI and machine learning models can deliver features that are practical and in-demand for travel consumers. The advanced ability to automate tasks and understand language comprehension can offer ‘concierge’ like services with complete end-end trip and travel planning. Simple inputs and requests can be handled quickly by GenAI technology, giving travel consumers appropriate recommendations fast and accurately. GenAI platforms can even ask probing questions for travelers that are undecided and make decisions and recommendations based on the user’s responses. Users can also set specific criteria in requests such as:

Price range

Minimum ratings and available reviews

Geography

Interests

The vast processing and execution ability of AI technology will uplevel consumer experiences as they enter the research and purchasing phase for travel. For travel brands, the opportunity to increase sales and services to the travel consumer can be driven with optimized AI portals and increasing knowledge of the travel client.

AI Brings Conveniences to Business Travel

AI functionality can also provide benefits and conveniences to business and corporate travel. Travel planners that handle large volumes of requests and complex scheduling needs of employees are looking to AI technology to streamline the arrangement process. AI can handle inputs via voice control or typed input, positioning it as an practical ‘assistant’ for planners working with complex itineraries and specific deadlines and schedules. Machine learning platforms can automate many tasks including:

Finalizing and paying for travel purchases

Detailed trip expense tracking

Travel spending analysis and strategizing

Employee communication of schedules and itineraries

For busy corporate travel and meeting planners, an all-in-one solution that provides full functionality for arranging travel is a practical and efficient technology that has also seen increases in usage in the corporate and business sphere.

Outlook for Innovation

The travel industry has always been quick to adopt the latest innovations in an effort to create conveniences and drive business. Over the last few years, AI based technology has become more popular and proven itself a practical and effective solution for travel consumer facing platforms. Highly functional engagement and plain language comprehension are key features that can elevate the travel planning and purchasing process. Usage of AI in travel research and planning has exploded over the last year as more travel brands offer advanced and assistive services through AI technology. AI use in business and corporate travel is also increasing as travel planners utilize task automation functions that simplify arranging complex itineraries and strict travel schedules. Travel consumers are seeking more effective and convenient methods to research and purchase travel and Generative AI solutions have seen usage increase substantially as more users turn to the technology for their travel needs.