Generative Artificial Intelligence (Generative AI) remains a central focus for the travel sector looking ahead to 2025 – but challenges are emerging as initial optimism begins to dissipate.

That is according to a new report released by Amadeus – Navigating the Future: How Generative Artificial Intelligence is transforming the travel industry – which surveyed experts in the field from across the travel ecosystem.

Among the 300+ industry leaders questioned, Generative AI was cited as a ‘top priority’ for the coming year by 46 per cent – ahead of any other technology.

This figure rose to 61 per cent in Asia Pacific, suggesting the region may be ready to take the lead in this transformative technology.

Other technologies cited as a top priority for 2025 included data management (38 per cent), cloud architecture (36 per cent), non-Generative AI IT infrastructure (34 per cent) and biometric technology (23 per cent).

Globally, over half of travel technology leaders (51 per cent) argue Generative AI already has a ‘significant presence’ in the travel industry in their country.

A further 36 per cent expect this presence to emerge over the next year, while 11 per cent expect the process to take one to two years.

Just two per cent of travel technology leaders think it will take three-or-more years for Generative AI to have a significant presence on the travel sector where they are.

Today, 41 per cent of travel companies say their organization has the budget and resources in place to implement Generative AI, while 87 per cent are open to working with a third-party vendor to develop Generative AI-powered applications.

Data, talent and cost seen as challenges in deployment of Generative AI

While support for the roll-out of Generative AI in the travel sector remains undimmed, Navigating the Future finds several challenges are emerging.

When asked what, if anything, was slowing the roll-out of the technology, industry leaders said:

• Data security – 35 per cent
• Lack of Generative AI expertise and training – 34 per cent
• Data quality and inadequate technological infrastructure – 33 per cent
• Return on investment concerns, lack of use cases, or difficulty in estimating value – 30 per cent
• Difficulty in connecting with partners or vendors – 29 per cent

Today, Generative AI specialists are grappling to recruit experts and train existing workforces to bridge a skills gap, while working to secure data and convince senior leaders of the value of Generative AI investments.

How is Generative AI being used?

While the process of experimentation continues with the deployment of Generative AI, several use cases have emerged in the travel sector.

These are led by digital assistance for travellers during booking (53 per cent) and followed by recommendations for activities or venues (48 per cent), content generation (47 per cent), helping staff to better serve customers (45 per cent), and collecting and condensing post-travel feedback (45 per cent).

What does successful deployment of Generative AI look like?

Navigating the Future respondents were looking for, in ranked order, return on investment, customer satisfaction, efficiency and productivity improvements, performance metrics (accuracy, precision and relevance) and increases in key performance indicators.

Sylvain Roy, chief technology officer, Amadeus, said: “At Amadeus, we work to make the experience of travel better for everyone, everywhere and there is perhaps no better example of this mission coming to life right now than through the deployment of Generative AI.

“This is a technology that has the potential to transform every facet of the travel ecosystem, significantly enhancing the passenger experience at every step of the journey.

“While the technology will be a key focus for the next year, questions are rightly being asked whether Generative AI will deliver sufficient returns on investment, while talent shortages are also coming under the spotlight.

“It is crucial that we use this new technology responsibly, including ensuring data security, privacy, and content reliability. It is time for Generative AI to prove it can live up to the hype.”