Report Overview

Recent breakthroughs in Generative AI have had an electrifying effect on the tech world in recent weeks. Many have compared these first artificial intelligence tools, which create new content, such as images or text from simple prompts, to the early days of smartphones or the internet. With the potential for such wholesale disruption, what does generative AI mean for the travel industry? And how do we separate the hype around this new tech from the reality of what it will look like in use by travel companies.

Skift Research’s latest report will attempt to tackle those questions by diving into Generative AI’s impact on the travel industry. This report will focus specifically on large language models and their use cases within travel business.

We examine seven different cases for how AI will be used across travel, including its implications for chatbots, operational efficiency, and search. Across most of these scenarios, we see multi-billion dollar markets being created. Skift Research estimates that altogether generative AI poses a $28 billion-plus opportunity for the travel industry.

What You'll Learn From This Report

  • How Generative AI is being implemented in the travel sector today
  • Market estimates for the impact of generative AI in Travel
  • Four baseline areas where AI will have an immediate impact on travel
  • Three opportunities where AI stands to drive disruption in the long-term

Executives Interviewed

  • Rathi Murthy, Expedia Group’s Chief Technology Officer
  • Shane O’Flaherty, Global Director of Travel, Transportation, & Hospitality at Microsoft
  • Luca Zambello, the CEO of Jurny, a short-term rental tech platform
  • Richard Valtr, the Founder of Mews, a hotel property management system
  • Erik Tengen, the Co-Founder and CEO of Oaky, a hotel upselling software company