A Phocuswright Special Project

GenAI and Tech B2B Adoption Study

Lead a global benchmark study on how travel companies are using GenAI and other emerging technologies to transform strategy, operations, and customer experience.

Contact us about becoming a sponsor: sales@phocuswright.com

By Phocuswright Research

Sponsor pivotal research to elevate your industry standing

Project overview

Cut through the hype. Get the real picture. As GenAI reshapes industries, the travel sector faces big decisions. Adoption is underway—but with widely varying pace, maturity, and intent. This study delivers a data-backed view of how travel brands are applying AI, prioritizing investments, and preparing for disruption.

Phocuswright’s 2025 GenAI and Tech Survey benchmarks the industry’s evolving approach to innovation—from internal automation to strategic transformation.

⬇️ Scroll to see research objectives, key questions to be addressed and the benefits of sponsoring like getting the data.

What you’ll learn

Where and how travel companies are deploying GenAI today
Operational and strategic use cases—from automation to differentiation
Tech investment trends across sectors, company sizes, and regions
Readiness indicators: budgets, talent, infrastructure, and leadership alignment
Benchmarks to evaluate adoption, ROI, and strategic positioning
The outlook for AI-powered commerce and beyond

Strategic implications

Whether you lead innovation, tech strategy, product, or operations, this research delivers actionable insights to:

Prioritize and sequence GenAI adoption across your organization
Align teams around realistic roadmaps and success metrics
Identify key barriers—and how peers are addressing them
Benchmark your progress vs. competitors across the ecosystem
Uncover emerging tech areas worth your attention in 2025–2026

Key questions we’re answering

For travel companies

What use cases are delivering ROI?
How is GenAI reshaping team structures and tech budgets?
What are the biggest internal barriers?
How are companies measuring success?
How is tech improving loyalty and experience?

Looking ahead

How will GenAI impact hiring and workforce strategy?
What’s the role of AI in long-term brand differentiation?
What tech bets are being placed beyond AI?

Research areas

Operational focus:

Internal GenAI applications (automation, data workflows, productivity)
Customer-facing use cases (CX, personalization)
Budget allocation across GenAI and other tech
Talent, compliance, and ROI challenges
Build vs. buy decisions

Strategic focus:

Long-term impact on business models
Organizational readiness (leadership, culture, teams)
Tech as a competitive advantage
Agent-to-agent commerce & autonomous workflows
Priorities beyond GenAI: mobile, IoT, digital identity, etc.

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