Generative AI tops travel tech priorities for 2025

A recent study by Amadeus shows that while generative artificial intelligence (AI) is a key focus for the travel technology sector in 2025, emerging challenges may hinder its full adoption

The report, entitled "Navigating the Future: How Generative AI is Transforming the Travel Industry," reveals that 46% of the more than 300 industry leaders surveyed consider Generative AI a top priority, with interest peaking at 61% among respondents from the Asia-Pacific region. Other key technologies include data management (38%), cloud architecture (36%), and biometric technology (23%).

Key takeaways

• Global impact: 51% of travel technology leaders say Generative AI already has a significant presence in the industry, while 36% expect it to be significantly integrated within the next year;
• Budget constraints: Despite enthusiasm for AI, only 41% of travel companies currently have the budget and resources to implement AI-powered solutions, although 87% are open to partnering with third-party providers;
• Current applications: Generative AI is being used in a variety of ways in the travel industry, including digital booking assistance (53%), personalized activity recommendations (48%), content generation (47%), and improving customer service (45%). Industry leaders are primarily focused on improving customer satisfaction, operational efficiency, and performance metrics.

Get the full report at Amadeus