From Buzzword to Bottom Line: Keeping Pace With Gen AI in Travel

Summary

In 2023, generative AI (GenAI) took center stage in the travel industry, driving efforts to optimize everything from customer interfaces to back-end operations. Leading companies including OpenAI, Google, and Amazon, accelerated the development of more advanced language models, influencing travel companies to invest in and experiment with GenAI to address their service and efficiency needs. Despite these advancements, the industry continues to navigate the practical application of GenAI, aiming to maximize return on investment. Consumer acceptance is still mixed, with usage remaining relatively low for the time being. As GenAI technologies evolve, the travel sector is poised to see significant changes in how services are marketed, sold, and managed, making it crucial for companies to stay informed and adaptive to maintain competitiveness.

Part of a content series that explores some of the most significant technology-driven trends that will influence travel distribution in 2024 and beyond, this article answers the following key questions regarding industry interest in GenAI:

• How has GenAI impacted the travel landscape since its launch?
• What are the most important developments of the past 18 months?
• What lessons have travel companies learned in this time period?
• What are the key areas of GenAI to watch in the near term?