The use of generative AI (artificial intelligence) across the business travel ecosystem seemingly gathered pace in 2024 and will remain a central focus for the managed travel sector moving into 2025.
The travel technology giant, Amadeus, commissioned market research firm Mercury Analytics to survey 306 travel technology leaders across 10 markets (Italy, France, Germany, the UK, India, Australia, China, Japan, the US and Canada) in Q3 2024 to understand how generative AI will likely impact the travel sector moving forward and the challenges to greater adoption.
Generative AI was cited as a ‘top priority’ for the coming year by 46 per cent of respondents – ahead of any other technology – and this figure rose to 61 per cent in Asia Pacific.
Globally, 51 per cent of respondents said generative AI already has a “significant presence” in the travel industry in their country, with digital assistants, tailored recommendations and content generation seen as top use cases.
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