旅行AI革命：平衡科技与触感

A report by the IMD Centerfor Future Readiness by Howard Yu, Jialu Shan, Alexandre Sonderegger,Lawrence Tempel, Yulia Maslova, and Tianchen Li Contents Actionable industry insights: Connecting travel trends to company success Future readiness by sector24 Conclusion Executive From AI-powered bookings to strategic technologyinvestments, discover how top companies fuse AI withauthentic experiences—and why loyalty is your ultimate The travel industry stands at a strategic crossroadsin 2025, facing an AI-driven revolution alongside fourtransformative forces: personalization and digitaltransformation, sustainability demands, the blending How can travel companies 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 the 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 reinvention 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 leaders 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- 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 applications Urgent but not overnight – buildingsustainable future readiness Which businesses will thrive?Which are at risk? 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 will 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. 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 traditional Our analysis isn’t merely a forecast of future trends,but rather a comprehensive evaluation of whichcompanies are successfully confronting inevitablechanges, implementing practical solutions, and The “stickiness” factor represents not merelya current competitive advantage but potentially acrucial shield against AI-driven disruption. Companieswith strong customer loyalty and direct engagementwill be more likely to maintain their customer The winners will be those who recognize they’recompeting for visibility – not just in the physical world Four major forcestransforming The business of travel is undergoing a profoundtransformation, driven by four distinct yetinterconnected forces: digital personalization,sustainability demands, the blending of business withleisure (‘bleisure)’, and financial resilience strategies. Each trend presents both challenges andopportunities. Digital personalization requiressophisticated data capabilities while maintaininghuman connection. Sustainability demands authenticcommitment beyond mere marketing. The ‘bleisure’ For travel companies, the path forward requiresstrategic adaptation across operations, technologyinvestments, and customer engagement models.Those who successfully navigate these shifts will Personalization & digital These companies develop sophisticated digitalbackbones that power their operations whileensuring the technology remains largely invisibleto guests, creating seamless experiences wherehuman connection remains paramount. The Travelers now expect real-time updates, seamlessmobile apps, and curated itineraries built on robustdata and AI engines. In one 2024 survey, a whopping90% of travelers said they value personalization when We have come a long way from the one-size-fits-alltour package; now every flyer and guest wants tofeel like they’re the only one. Whether it is flight or