Generative AI 'top priority' for travel leaders but challenges remain, Amadeus report reveals

Challenges are around talent shortages, return on investment, and data security

Generative AI remains a central focus for the travel sector looking ahead to 2025, but challenges are emerging as initial optimism begins to dissipate, according to a new report released by Amadeus.

The report titled Navigating the Future: How Generative Artificial Intelligence is transforming the travel industry, surveyed experts in the field from across the travel ecosystem. 

It found that among the more than 300 industry leaders questioned, Generative AI was cited as a ‘top priority’ for the coming year by 46%, ahead of any other technology. 

This figure rose to 61% in Asia Pacific, suggesting the region may be ready to take the lead in this transformative technology. 

Other technologies cited as a top priority for 2025 included data management (38%), cloud architecture (36%), non-Generative AI IT infrastructure (34%) and biometric technology (23%). 

Globally, over half of travel technology leaders (51%) argue Generative AI already has a ‘significant presence’ in the travel industry in their country. 

A further 36% expect this presence to emerge over the next year, while 11% expect the process to take one to two years. Just 2% of travel technology leaders think it will take three-or-more years for Generative AI to have a significant presence on the travel sector where they are. 

Today, 41% of travel companies say their organization has the budget and resources in place to implement Generative AI, while 87% are open to working with a third-party vendor to develop Generative AI-powered applications. 

The report exposed several challenges are emerging. When asked what, if anything, was slowing the roll-out of the technology, industry leaders said data security (35%), lack of Generative AI expertise and training (34%), data quality and inadequate technological infrastructure (33%), ROI concerns, lack of use cases, or difficulty in estimating value (30%), and difficulty in connecting with partners or vendors (29%).

Today, Generative AI specialists are grappling to recruit experts and train existing workforces to bridge a skills gap, while working to secure data and convince senior leaders of the value of Generative AI investments. 

The research detailed several use cases that have emerged in the travel sector. 

These are led by digital assistance for travelers during booking (53%) and followed by recommendations for activities or venues (48%), content generation (47%), helping staff to better serve customers (45%), and collecting and condensing post-travel feedback (45%). 

It found that respondents were looking for the following outcomes from the use of Generative AI - in ranked order - return on investment, customer satisfaction, efficiency and productivity improvements, performance metrics (accuracy, precision and relevance) and increases in key performance indicators. 

Sylvain Roy, chief technology officer of Amadeus, said: “At Amadeus, we work to make the experience of travel better for everyone, everywhere and there is perhaps no better example of this mission coming to life right now than through the deployment of Generative AI. 

"This is a technology that has the potential to transform every facet of the travel ecosystem, significantly enhancing the passenger experience at every step of the journey. 

"While the technology will be a key focus for the next year, questions are rightly being asked whether Generative AI will deliver sufficient returns on investment, while talent shortages are also coming under the spotlight. 

"It is crucial that we use this new technology responsibly, including ensuring data security, privacy, and content reliability. It is time for Generative AI to prove it can live up to the hype.”"