GenAI and Emerging Tech Use Among Travelers

Summary

Since ChatGPT made its grand debut in late 2022, endless discussion (and some anxiety) about generative AI’s (GenAI's) potential uses, drawbacks and dangers, has naturally followed. Moving quickly, the travel industry has embraced it in full force. Many companies have recognized the technology’s potential in multiple arenas of business, including with consumer-facing interactions.

This article is derived from the findings of Phocuswright’s 2023 consumer travel surveys in Europe, Canada, and the United States, and explores travelers’ awareness of and attitudes toward GenAI and other emerging technologies.
Key topics addressed include:

• Overall traveler awareness regarding recent tech developments including GenAI, virtual and augmented reality
• Discussion of traveler comfort engaging with these technologies
• Where applicable, breakdown of trends by consumer demographic, including age, gender and geographical origin
• Suggestions on how travel companies can best leverage these technologies, as consumers become more comfortable with adoption