A new global research conducted by London Research with Relay42, a Supermetrics company, has showed a whole lot of differences in using artificial intelligence (AI) between the travel brands that are trying to enhance customer experience and marketing. The name of the research says it all – data and AI, the twin forces that are already shaping the future of travel marketing, to see how the companies in the different sectors of airlines, hotels, tour operators, and cruise lines are developing their marketing strategies through the adoption of AI and data management. The findings indicate that there is a growing gap between the travel brands that are mature in their data usage and the ones that are having a hard time adopting AI in their operations.
Despite the increasing recognition of AI’s potential in personalizing guest experiences and optimizing business decisions, only 21% of travel companies surveyed report fully adopting AI for predictive decision-making and modeling. This limited adoption underscores both the challenges and opportunities for travel brands as they look to integrate AI technology into their operations and customer engagement strategies.
The Growing AI Gap in Travel Marketing
While the study highlights that leading travel companies are increasingly harnessing the power of AI for predictive analytics and decision-making, it also uncovers a clear AI gap within the industry. Brands that are ahead in data management and AI adoption are seeing remarkable benefits in personalization, orchestration, and customer decisioning. These brands are also leveraging AI to enrich customer profiles, predict customer behavior, and provide real-time personalized responses, giving them a significant competitive edge in the dynamic travel market.
However, the study also shows that mainstream travel brands, those that have yet to fully invest in AI, are lagging behind. They are far less likely to use AI for predicting customer behavior or offering personalised, data-driven responses. This discrepancy is a key factor that could influence the future competitiveness of travel companies, especially as travellers demand more tailored and seamless experiences.
Key Barriers to AI Adoption in Travel
Several factors are hindering widespread AI adoption across the travel sector. According to the study, technology platform limitations and the difficulty of integrating AI with legacy systems remain significant challenges. Many travel brands are also facing a shortage of in-house expertise to manage and implement AI effectively. Additionally, the lack of unified and high-quality customer data complicates the process of scaling AI, making it difficult for many companies to fully unlock the potential of predictive insights and personalized marketing strategies.
As AI continues to evolve, the need for better integration of AI tools within travel marketing and other operational areas becomes increasingly clear. Without addressing these infrastructure and data challenges, travel brands may struggle to leverage AI for the advanced customer experiences that today’s travelers expect.
The Role of AI in Transforming Travel Operations
The study also emphasizes that AI’s impact goes beyond marketing, extending into core business operations. Travel brands that have successfully integrated AI are using it to streamline operations, optimize pricing, manage risk, and enhance customer service. As AI applications expand into generative and agentic AI, travel companies can expect even greater transformations in how they engage with guests, manage resources, and make strategic decisions.
For instance, predictive AI can help travel companies better forecast demand, adjust pricing dynamically, and allocate resources more efficiently. In customer service, AI-driven chatbots and virtual assistants are already providing instant, personalized support to travelers, improving satisfaction and loyalty.
Travel Brands Must Accelerate AI Adoption
As the industry moves towards more data-driven, AI-powered customer journeys, the study highlights that travel brands that fail to keep pace with AI adoption risk falling behind their competitors. AI-first travel companies are positioning themselves as leaders in a rapidly changing market, where personalization and customer engagement are central to success. These companies are shifting from static, one-size-fits-all campaigns to dynamic, intelligent systems that adapt and evolve based on real-time data insights.
For travel marketers, the time to embrace AI is now. Those that are slow to adopt AI tools may find themselves struggling to compete as industry leaders continue to evolve their customer engagement strategies using AI-driven insights.
The Future of AI in Travel Marketing
The Data and AI study results point out a significant moment for travel companies to increase their AI usage and activate their complete potential in changing the guest experience and the whole business process. AI is already giving advantages to the data management leaders in travel marketing, and the other companies need to speed up their adoption to be in line. The mixing of predictive, agentic, and generative AI throughout travel marketing and operations will not only increase personalisation but will also support brands in holding a strong position in a very fast-changing market. AI is still developing, and the next stage of smart travel is just starting; those who don’t put money in AI now might lose the chance to determine the future of travel.
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