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By 2025, AI will transform the agency-traveler relationship.
AI is already reshaping the customer journey, operations, and agency performance. This page gives you the tools to decide and take action.
Adoption: where do we stand?
Key Figures
Uses & Concrete Examples
Chatbots & assistants 24/7
- Expedia: 29M conversations, 8M hours saved.
- 87% of travelers are willing to talk to a bot to save time/money.
Personalization & recommendations
- Kayak x ChatGPT for cross-recommendations.
- MarIAnne (Atout France): 15 languages & ≈350k records.
Predictive & Pricing
- ML to forecast demand and adjust prices.
- 83% of professionals cite efficiency as a major gain.
Internal automation
- TUI France: Increased agent for advisors.
- Sorting emails, analyzing reviews, expense reports...
Augmented experience
- Priceline: voice search and booking.
- AR virtual guides, instant translation.
Expedia
- 29M conversations
- 8 million hours saved
Booking.com
- AI Trip Planner (beta)
Priceline
- "Trip Intelligence"
- Voice search
Kayak
- ChatGPT Plugin
- Detailed recommendations
Atout France
- Marianne
- Multilingual National Planner
TUI France
- Augmented Internal Agent
- "AI = ally" stance
Observed benefits
Efficiency
This is the first benefit cited by professionals in the sector.
Automation
Highlighted for managing repetitive tasks.
Trust
Users of gen-AI trust these tools to make decisions.
Obstacles & hesitations
The number one obstacle is a lack of internal skills. Advice: Focus on training and external partners.
Only 2% of French industrialists cite AI as the best ROI, reflecting caution on the initial investment.
43% of companies express concerns about data security. Compliance is a major issue.
Approximately 60% of professionals struggle to choose the right technological solution when faced with a plethora of options.
Success depends on active learning, positioning AI as a tool at the service of humans, who remain in control.
France/World Comparison
France is lagging behind, while the northern European leaders are exceeding 25% adoption.
Outlook 2025-2030
“Autonomous” AI agents
57% of travellers want an AI agent to plan and book for them.
Deep integration
AI is becoming an integrated “Copilot” in all business tools (CRM, pricing).
Hyper-personalization
Offers are generated on the fly, adapting to the weather, crowds, etc.
Analysis
In tourism, the challenge is not to replace humans with artificial intelligence, but to empower them. The professionals who will succeed are those who proceed pragmatically: launching rapid pilot projects, leveraging reliable local data, conducting systematic human validation, and adhering to compliance frameworks. This approach transforms current challenges—from cost pressures and ever-increasing traveler expectations to international competition—into concrete opportunities to reinvent the travel experience and enhance the added value of travel advisors and destinations.
FAQ
Yes. It is possible to start with turnkey SaaS (Software as a Service) solutions and conduct pilots on limited scopes to measure the return on investment before committing more resources.
Compliance rests on several pillars: transparency towards users, obtaining their consent, anonymizing data where possible, keeping logs and above all, maintaining human control over critical decisions.
No, the current consensus is towards complementarity. AI manages repetitive tasks and large-scale data analysis, freeing up time for advisors to focus on high-value advice, customer relations, and managing complex cases.
Sources
- Accenture. (2023). The travel industry's new trip: How generative AI is reshaping travel. Link
- Booking.com. (June 27, 2023). Booking.com launches new AI trip planner... Link
- Business Insider. (August 2025). AI travel agents are reshaping trip planning... Link
- eDreams ODIGEO. (2024, April). eDreams ODIGEO's AI decade-long strategy... Link
- Eurostat. (2025, January 23). Use of artificial intelligence in businesses. Link
- Kayak. (2023). Kayak + ChatGPT. Link
- PhocusWire. (2024, May 30). Generative AI use in travel nearly doubles... Link
- Priceline. (June 6, 2023). Priceline charts businesswide generative AI deployments... Link
- WTTC. (2024). Artificial Intelligence (AI) in action... Link
Disclaimer: some data comes from industry press articles without a clear link to a primary study.
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