Generative AI (Gen AI) remains a central focus for the travel technology sector looking ahead to 2025 – but challenges are emerging as initial optimism begins to dissipate.
That is according to a new report released by Amadeus, Navigating the Future: How Generative Artificial Intelligence is transforming the travel industry, which surveyed experts in the field from across the travel ecosystem.
Among the 300+ industry leaders questioned, Gen AI was cited as a top priority for the coming year by 46 per cent – ahead of any other technology. This figure rose to 61 per cent in Asia-Pacific, suggesting the region may be ready to take the lead in this transformative technology.
Other technologies cited as a top priority for 2025 included data management (38 per cent), cloud architecture (36 per cent), non-generative AI IT infrastructure (34 per cent), and biometric technology (23 per cent).
Globally, over half of travel technology leaders (51 per cent) argue Gen AI already has a ‘significant presence’ in the travel industry in their country. A further 36 per cent expect this presence to emerge over the next year, while 11 per cent expect the process to take one to two years. Just two per cent of travel technology leaders think it will take three or more years for Gen AI to have a significant presence on the travel sector where they are.
Today, 41 per cent of travel companies say their organisation has the budget and resources in place to implement Gen AI, while 87 per cent are open to working with a third-party vendor to develop Gen AI-powered applications.
While support for the rollout of Gen AI in the travel technology sector remains undimmed, the study finds a number of challenges are emerging.
These comprise data security (35 per cent); lack of Gen AI expertise and training (34 per cent); data quality and inadequate technological infrastructure (33 per cent); ROI concerns, lack of use cases, or difficulty in estimating value (30 per cent); and difficulty in connecting with partners or vendors (29 per cent).
Today, Gen AI specialists are grappling to recruit experts and train existing workforces to bridge a skills gap, while working to secure data and convince senior leaders of the value of Gen AI investments.
How is Gen AI being used?
While the process of experimentation continues with the deployment of Gen AI, several use cases have emerged in the travel technology sector.
These are led by digital assistance for travellers during booking (53 per cent) and followed by recommendations for activities or venues (48 per cent), content generation (47 per cent), helping staff to better serve customers (45 per cent), and collecting and condensing post-travel feedback (45 per cent).
Study respondents were looking for, in ranked order, return on investment, customer satisfaction, efficiency and productivity improvements, performance metrics (accuracy, precision and relevance) and increases in key performance indicators.
Sylvain Roy, chief technology officer, Amadeus, said: “(Gen AI) is a technology that has the potential to transform every facet of what we do across the travel ecosystem, significantly enhancing the passenger experience at every step of the journey.
“While technology will be a key focus for the next year, questions are rightly being asked whether Gen AI will deliver sufficient returns on investment, while talent shortages are also coming under the spotlight.
“It is crucial that we use this new technology responsibly, ensuring data security, privacy, and content reliability. It is time for Gen AI to prove it can live up to the hype.”
Navigating the Future: How Generative Artificial Intelligence is transforming the travel industry can be viewed here.
