Amadeus Study Shows Generative AI as Top Priority for Travel Industry, But Challenges Remain

Generative AI has become a key focus for the travel technology sector, with 46% of industry leaders listing it as a top priority for 2025, rising to 61% in the Asia Pacific region. However, a new report by Amadeus, “Navigating the Future,” highlights emerging challenges in the deployment of this technology, including data security concerns, talent shortages, and questions about return on investment (ROI).

Over half of the 300+ industry leaders surveyed believe Generative AI already plays a significant role in their countries’ travel sectors, while 41% of companies have the resources to implement it. Despite enthusiasm, obstacles like data quality, lack of expertise, and difficulty in finding use cases have slowed its rollout.

The study also identified key use cases for Generative AI in the travel industry, including digital assistants for booking (53%), personalized recommendations (48%), content generation (47%), and improving staff-customer interactions (45%).

Amadeus CTO Sylvain Roy stressed the importance of responsible AI deployment, focusing on data security, privacy, and content reliability. He emphasized that while AI holds transformative potential, it must demonstrate measurable value to justify investment.