AI in Travel: What’s Preventing Widespread Adoption?

In the travel industry, AI is no longer a futuristic concept—it is already here. From the moment a traveller begins searching for their next getaway, artificial intelligence is often working quietly in the background. According to a global survey conducted by Amadeus, over half of travel companies are already using Generative AI to support customers during the booking process.

But despite the rapid pace of innovation, not everything is smooth sailing. Generative AI faces some serious turbulence on the runway to widespread adoption. The Amadeus report – Navigating the Future – revealed that data protection is a top concern for travel industry professionals when it comes to adopting AI technologies. And understandably so. AI systems are trained on vast datasets, many of which may contain sensitive personal information. This goes hand in hand with the second most common challenge nominated by 34% of the respondents, a lack of expertise and training.