Generative AI Tops Travel Tech Priorities for 2025: Amadeus

A new study by Amadeus reveals that while Generative Artificial Intelligence (AI) is a leading focus for the travel technology sector going into 2025, emerging challenges could hinder its full adoption.

According to Amadeus' report, "Navigating the Future: How Generative AI is Transforming the Travel Industry," Generative AI is viewed as a top priority by 46% of 300+ industry leaders surveyed, with 61% in the Asia Pacific region showing strong interest. Other technologies such as data management (38%), cloud architecture (36%), and biometric tech (23%) also ranked as important.

Globally, 51% of travel technology leaders report that Generative AI already plays a significant role in the industry, while 36% expect this to occur within a year. Despite enthusiasm, only 41% of travel companies currently have the necessary budget and resources to implement AI-driven solutions, with 87% open to collaborating with third-party vendors.

Key Challenges in Generative AI Adoption

While Generative AI shows great potential, the report points to several roadblocks:

• Data security (35%)
• Lack of expertise and training (34%)
• Data quality and infrastructure limitations (33%)
• Concerns about ROI and lack of clear use cases (30%)
• Difficulty in partnering with vendors (29%)

The sector faces a skills gap, as companies struggle to recruit talent and train existing teams. Additionally, convincing stakeholders of the long-term value of Generative AI remains a challenge.

Use Cases and Future Outlook

Current use cases for Generative AI in the travel industry include digital assistance during booking (53%), personalized activity recommendations (48%), content generation (47%), and enhancing customer service (45%). Industry leaders are primarily looking for returns in customer satisfaction, operational efficiency, and performance metrics.

Amadeus CTO Sylvain Roy emphasized the transformative potential of Generative AI, stating, "This technology could revolutionize every aspect of travel, enhancing the passenger experience. However, it's essential that we address concerns around data security, privacy, and ROI to ensure its responsible and effective use."

Generative AI holds promise for reshaping the travel ecosystem, but overcoming these challenges will be crucial for its successful deployment.