旅游业的人工智能革命：平衡科技与人文关怀

A report by the IMD Centerfor Future Readiness by Howard Yu, Jialu Shan, Alexandre Sonderegger,Lawrence Tempel, Yulia Maslova, and Tianchen Li Contents Executive summary04 Four major forces transforming travel in 202508 Actionable industry insights: Connecting travel trends to company success18 Future readiness by sector24 AI’s transformative impact: Reshaping competitive dynamics in the travel landscape32 Conclusion38 Executivesummary From AI-powered bookings to strategic technologyinvestments, discover how top companies fuse AI withauthentic experiences—and why loyalty is your ultimatedefense against disruption. The travel industry stands at a strategic crossroadsin 2025, facing an AI-driven revolution alongside fourtransformative forces: personalization and digitaltransformation, sustainability demands, the blendingof business and leisure travel (‘bleisure’), and abusiness’s financial resilience through diversification. How can travel companiesstay ahead? IMD’s Travel Future Readiness Indicator 2025identifies Booking Holdings (the parent company oftravel brands like Booking.com, Kayak, and Priceline),Airbnb, Delta Air Lines, and Marriott International asindustry frontrunners. These companies demonstratethe importance of strong cash flow providing thecritical foundation for sustainable innovation,enabling them to invest in technologies that havematured beyond initial hype to deliver tangiblecompetitive advantages. State of play – AI isthe game-changer Generative AI (GenAI) stands out as the mostdisruptive wildcard in the travel landscape. Foryears, consumers have comfortably navigated self-service travel planning; browsing aggregator sites,comparing flights, and scrutinizing user reviews. Thistedious “click fatigue” is now primed for reinventionby autonomous booking agents such as ChatGPT’sOperator or China’s Manus. Instead of manuallysearching through dozens of options, travelers maysoon simply instruct AI assistants to book completeitineraries in seconds. Future-ready companies also distinguish themselvesby strategically combining technology that drives anefficient process, with exceptional personal serviceduring the entire guest or traveler experience,whether hotel stay, flight, or cruise. These leadersuse AI and data analytics as invisible enablers thatenhance rather than replace the human interaction,creating more meaningful personalized experiences. This technological shift amplifies existing industrytrends. Research shows that nearly half (46%) oforganizations risk missing their interim energytransition goals, highlighting the industry-widesustainability challenge. Meanwhile, almost three-quarters (72%) of corporate travelers extendedbusiness trips for leisure in 2023, confirming the‘bleisure’ trend’s significant momentum. Our research also reveals that hype doesn’t equalto actual technology adoption, but thoseorganizations that do are poised to benefit the most.These organizations strategically identify innovationswhere they can effectively pioneer applicationsinto their products and offerings, highlighting theirpersistent efforts. As illustrated on page 34, thetransition from enlightenment to productivity isfraught with trial and error. Urgent but not overnight – buildingsustainable future readiness Which businesses will thrive?Which are at risk? Despite the dramatic potential of GenAI, it’s importantto recognize that this transformation, while urgent,will not happen overnight. The companies bestpositioned to navigate this transition are those withstrong financial fundamentals who can aggressivelyinvest in fewer, more strategic technologicalinitiatives rather than chasing every innovation.This measured approach is precisely what ourFuture Readiness Indicator captures – a balancedassessment of which organizations are performingexceptionally today while simultaneously makingbold, focused investments in tomorrow’s capabilities. Companies with strong direct customer relationshipsand robust digital footprints stand to benefit themost. Those with “sticky” brand loyalty (like Airbnb,whichgenerates 90% of its traffic directly withtravelers, or Marriott’s Bonvoy loyalty program) faceless risk from AI intermediaries, as travelers willlikely instruct their AI assistants to ‘check Marriottand Airbnb first’ rather than allowing completelyautonomous decision-making. Conversely, those companies that are dependent onsearch engine visibility or aggregator listings facegreater vulnerability. When AI agents handle thecomparison process, traditional discovery channelsmay be circumvented entirely. Small Online TravelAgencies (OTAs) that over-invest in traditionaladvertising and fail to pivot to AI-based distributionmodels are particularly at risk, as are small hotelsand tour operators that lack the digital footprints toappear in AI-curated searches. Our analysis isn’t merely a forecast of future trends,but rather a comprehensive evaluation of whichcompanies are successfully confronting inevita