人工智能提升了旅行和交通领域的客户服务

Artificial intelligence (AI) is reshaping customer service in the travel andtransportation industry, enhancing efficiency, cutting costs and improvingcustomer satisfaction. With its ability to automate repetitive tasks, provide real-timesupport and deliver hyper-personalized services, the new technology allowscompanies to meet the rising expectations of today's travelers while addressing theoperational complexities inherent in this sector.The industry has long shown a strong interest in using AI-based technology, with earlyuse cases already showcasing its transformative potential. From AI-poweredchatbots managing real-time itinerary changes to predictive analytics, the industryis busy integrating AI into customer-facing and back-end processes. Indeed, theindustry appears to have reached a pivotal moment in its adoption of AI. Yet, significantregional variation persists: While Asia leads with advanced AI implementations, Europeshows strengths in data readiness but lags behind in formalizing customer serviceuse cases. The United States, meanwhile, excels in treating data as an asset but faceschallenges in areas such as security and compliance.Despite this progress, stepping up the adoption of AI across the travel and transportationindustry is not easy. Challenges include fragmented processes, a lack of structuredAI governance, and resource constraints, particularly among smaller players. Moreover,AI requires companies to rethink their operating model, upskill their workforce andensure robust data structures to fully capitalize on its potential.To remain competitive in this rapidly evolving landscape, travel and transportationcompanies must move beyond isolated uses of AI and adopt a more holistic approach.That includes integrating end-to-end processes, aligning their AI strategies with theirorganizational goals and fostering innovation. Below, we discuss these challenges –and show how firms in the travel and transportation industry can unlock the full potentialof AI to deliver both operational excellence and exceptional customer experiences.Managementsummary2Roland Berger | Cleared for takeoff Contents12345Ticket to transformationIs AI a must-have or a luxury upgrade?Cleared for takeoffHow travel is leading the AI journeyFrom check-in to chatbotsAI in actionSmooth landing or turbulence ahead?Preparing for AIFull throttleCharting the future with AI48141820Page3Roland Berger | Cleared for takeoff 10%of surveyedfirms considerthemselvesinnovators83%of surveyedmanagersattribute "high"importance to AIRegulatoryconcerns seenas main barrierto adoption,ranging from56% of firms in Asiato71% in the USAFastFacts Ticket to transformationIs AI a must-have or a luxury upgrade?The travel industry has come a long way. From the inception of brick & mortar travel agenciesin 1840s England and the first mass tourism boom in the second half of the 19th century, theindustry has oscillated between good times and bad.1Two world wars and the COVID-19pandemic each temporarily put a halt to international travel but could not destroy people'sinner urge to explore. As discussed in Roland Berger's studyD2C challenges: The travelindustry,2today's travel industry is home to a vibrant diversity of market players selling travelservices to consumers in a highly complex market.Companies can only thrive in this market if they stay on top of their game, embracing newtechnologies that address consumer preferences and desires. In this study, we investigateindustry progress on adopting AI and plans to integrate it further, identifying current gapsand market opportunities for players. Our findings will be of interest to all market participants,be they tour operators, mobility operators, content providers such as hotel chains andairlines, or any other entities in direct contact with travel consumers.Three trends are currently driving the adoption of new customer service technology by thetravel industry: stronger demand for travel, higher consumer expectations of travelexperiences and the increased digitalization of distribution channels & customer journeys. Inlate 2024 and early 2025, Roland Berger, in partnership with Potloc and TalentNeuron, carriedout a comprehensive global survey of decision-makers in customer service departments,1Bieger, T., Laesser, C., & Beritelli P. (2025). Das Ende des Tourismus? University of St. Gallen.https://doi.org/10.36198/97838385636952https://www.rolandberger.com/en/Insights/Publications/D2C-challenges-The-travel-industry.html3https://www.rolandberger.com/en/Insights/Publications/Customer-service-in-the-age-of-AI.htmlThe travel and transportationindustry has taken off on its AI journey,but cruising altitude differs a lotamong the players. Rule-based AI usecases with chatbots in customerservice mark only a first move in the AIjourney. The next step is alreadyoverdue – using GenAI-based agentsthat provide, e.g., package compositionproposals. Additionally, the impact ofAI on web visibility needs to beunderstood and pla