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AI: The Future of Travel at Phocuswright Europe 2024

Discover how AI is transforming the travel industry with personalized experiences, smart booking systems, and enhanced operational efficiency, featuring insights from top industry leaders.


Phocuswright Europe returns to Barcelona from June 10-12, 2024, drawing nearly 1,000 industry leaders to explore the intersection of AI and travel. As the travel sector evolves, this year’s event emphasizes artificial intelligence (AI) and its transformative potential. Our team at Travelite, based in Barcelona, can’t wait to attend, network, and gain new insights from this premier event.

The Impact of AI on Travel

AI is set to revolutionize the travel industry by automating and enhancing various aspects of the travel experience. Eric La Bonnardière, President of Evaneos, notes, “AI is changing the way we travel by providing personalized recommendations and improving service through chatbots and instant assistants available 24/7.”

The infographic below shows that 75% of travelers trust AI to plan their accommodation, 74% for international transport arrangements, and 73% for passport renewal. These statistics highlight AI’s significant impact on the industry.

"It may not have changed how we travel, but it certainly is impacting how we book travel"

Henrik Kjellberg, CEO of Awaze, believes AI is primarily enhancing the booking experience. “It may not have changed how we travel, but it certainly is impacting how we book travel,” he remarks. AI-driven tools like dynamic pricing engines are optimizing the booking process, making it more efficient and user-friendly.

AI is also bringing numerous benefits to the travel industry, improving travel safety and security, enhancing customer experience, and automating travel insurance. Chris Hemmeter, Managing Director at Thayer Ventures, emphasizes the need for the travel industry to update its technical infrastructure. “AI will change the way we discover, plan, and experience travel, but suppliers need to get their data house in order.”

Future Opportunities and Challenges

Gee Mann, CEO of Travlr ID, acknowledges the promise of AI but points out existing challenges. “Despite numerous breakthroughs, real innovation in travel based solely on AI is yet to be seen,” he says, citing issues like AI hallucinations. However, Mann remains optimistic about the future transformation of travel experiences.

Avi Meir, co-founder and CEO of Travelperk, emphasizes AI’s potential in backend improvements. “The biggest opportunity for AI in the travel sector today is to rebuild the entire tech stack,” he explains, highlighting how AI can enhance operational efficiency and traveler experience.

Phocuswright Europe 2024 is a must-attend event for DMCs, travel agencies, and tour operators. With AI at the forefront, attendees will gain insights into the latest technological advancements and how they can create more personalized and efficient travel experiences.

We look forward to meeting industry peers and leaders at Phocuswright Europe 2024 and sharing ideas on how AI can continue to transform the travel industry. See you there!

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