AI redefines the present and future of travel

Barcelona recently hosted Phocuswright Europe 2025, bringing together more than 600 tourism industry leaders from over 20 countries to analyze the sector's major transformations. In a context of sustained growth, albeit with geopolitical and economic challenges, technology—and artificial intelligence in particular—established itself as the undisputed protagonist.

One of the key topics discussed was the disruption in travel distribution, where technology is changing customer relationships, loyalty, and content control. Representatives from Google, Booking, Expedia, TripAdvisor, and Accor agreed that AI is revolutionizing the way travel is planned, booked, and experienced.

AI advances, but travelers still seek the human touch

New research from Phocuswright revealed strong growth in the use of generative AI among travelers, particularly in Europe. However, while 47% of users prefer digital channels for operational tasks, only 29% trust fully automated travel experiences. Planning and activities remain areas where human interaction retains value.

As Alicia Schmid, Research Director at Phocuswright, summed it up: “The AI ​​train has already left the station, but most travelers are still on the platform.” The challenge lies in building trust, ensuring accuracy, and safeguarding privacy.

Personalized and sustainable content

The event also highlighted solutions like Obvlo, which uses AI to generate local, relevant, and personalized travel content. Its model already improves conversion and experience for hotel groups, thanks to recommendations tailored to each traveler's profile.

For its part, Trip.com supported sustainable initiatives, such as the event's carbon offset, emphasizing that sustainability remains a cross-cutting priority.

Startups on hold, but with a vision for the future

Tourism startup funding showed signs of slowing after hitting record highs in 2021. However, AI's potential to reduce costs and scale solutions more quickly opens up new opportunities. "The efficiencies AI brings will attract capital," said Mike Coletta of Phocuswright.

The hotel industry faces great change

Leaders like Sean Fitzpatrick (Lighthouse) and Marcus Rader (Hostaway) agreed that AI adoption will make a decisive competitive difference, especially for players already working with structured data. From automating operational tasks to improving the guest experience, AI opens up a transformative space for hotel management.

Travel planning, just a click away

At Expedia, its chief product officer, Shilpa Ranganathan, outlined a near future in which planning a complex trip will be as simple as pressing a button. To achieve this, an ecosystem of AI agents communicating with each other will be needed, coordinating flights, hotels, transfers, and experiences in real time.

Fuente: Phocuswright Europe 2025.