One quarter of travel operators yet to implement AI

Travel industry set to increase investment in tech stacks in the year ahead with AI the priority for technology budgets.

European travel companies offer their views on AI and travel technology trends for the year ahead.

TravelTech Show visitor registration is now open ahead of the show taking place 25 – 26 June 2025 at Excel London.

Registration for the TravelTech Show is now open and ahead of the event taking place at the end of June, new data reveals that once again, AI is set to dominate travel operators’ technology budgets for the year ahead. Key findings from the survey highlighted:

• Nearly two thirds (64 per cent) will be increasing their technology budget in the next 12 months; by as much as 20 per cent for one fifth of respondents.
• AI once again claims the top spot on the budget line when respondents were asked which three new technologies are you planning to invest in over the next year – please see table below for how answers have changed compared to 2024 survey:

• Nearly half (42 per cent) of those surveyed plan to increase AI investment by 10 percent over the next 12 months, whilst a further 16 per cent will increase investments by as much as 50 per cent

Investment in online presence

In a similar vein, when it comes to travel operators investing in their online presence, AI once again takes the lead.

• Over a quarter (26 per cent) are investing in AI chatbots
• 21 per cent in their booking platform
• 18 per cent in content and social media platforms

Benefits and concerns of AI

The most popular benefits of AI are highlighted as improved customer experience (24 per cent) and reduced operational costs (also 24 per cent) and whilst the increased investment plans are good news for the travel technology sector, the stats suggest  many operators are adopting an ‘approach with caution’ stance and are firmly in the research and testing phase before committing to extending their tech stacks with the addition of AI.

When asked about the current level of adoption across their business, nearly a third (30 per cent) stated they are currently testing and conducting focus groups internally with key customers, whilst a quarter (25 per cent) have not implemented AI yet.

From the data, the biggest concerns of AI are cited as:

• Quality and accuracy of content produced – 31 per cent
• Data privacy and security / cyberattacks – 15 per cent
• Keeping pace with development – 14 per cent

Commenting on the results TravelTech Show event director Nimet Sayeed said, “It is encouraging to see travel companies continuing to plan for increased investment in technology platforms and solutions over the year ahead. AI continues to claim the budget top spot, but perhaps more interesting to note is the commitment to investing in research around it. Unquestionably AI is accelerating at pace and whilst many operators are keen to keep up, they are also focused on taking the time to ensure the tools they do select are the best fit for their business model, operations and, crucially, their customers. Whether that be as booking assistants, or to support customer service, marketing and reporting to name just a few applications.

“This year’s TravelTech Show programme has been developed to ensure both operators and suppliers will have the opportunity to place themselves firmly at the forefront of the latest AI developments for the travel industry across a two-day agenda of speakers, conferences and networking sessions. Visitors will not only be able to further their understanding of its challenges but more importantly identify where and how it can also provide solutions to deliver improved guest relations, enhanced data insights, and increased bookings and revenue.”

94 travel company representatives took part in the survey in March 2025.

TravelTech Show takes place from 25 – 26 June 2025 at ExceL, London. To find out more please visit: traveltech-show.com

Please note: TravelTech Show is free to attend for travel technology specialists involved in or responsible for the technology within their travel business and consultants who help travel businesses select technology solutions. Suppliers must purchase a visitor pass if they wish to attend. TravelTech Show has the final right to accept or deny any registration.