英文【IMD】旅游业的AI革命：平衡科技与触感

Travel’s AI Revolution: Balancing Tech and TouchA report by the IMD Centerfor Future Readinessby Howard Yu, Jialu Shan, Alexandre Sonderegger, Lawrence Tempel, Yulia Maslova, and Tianchen Li Center forFuture ReadinessTravel’s AI Revolution: Balancing Tech and TouchTravel’s AI Revolution: Balancing Tech and TouchContentsExecutive summary04Four major forces transforming travel in 202508Actionable industry insights: Connecting travel trends to company success18Future readiness by sector24AI’s transformative impact: Reshaping competitive dynamics in the travel landscape 32Conclusion3823Travel’s AI Revolution: Balancing Tech and Touch5Executive summary01From AI-powered bookings to strategic technology investments, discover how top companies fuse AI with authentic experiences—and why loyalty is your ultimate defense against disruption. The travel industry stands at a strategic crossroads in 2025, facing an AI-driven revolution alongside four transformative forces: personalization and digital transformation, sustainability demands, the blending of business and leisure travel (‘bleisure’), and a business’s financial resilience through diversification. State of play – AI is the game-changer Generative AI (GenAI) stands out as the most disruptive wildcard in the travel landscape. For years, consumers have comfortably navigated self-service travel planning; browsing aggregator sites, comparing flights, and scrutinizing user reviews. This tedious “click fatigue” is now primed for reinvention by autonomous booking agents such as ChatGPT’s Operator or China’s Manus. Instead of manually searching through dozens of options, travelers may soon simply instruct AI assistants to book complete itineraries in seconds. This technological shift amplifies existing industry trends. Research shows that nearly half (46%) of organizations risk missing their interim energy transition goals, highlighting the industry-wide sustainability challenge. Meanwhile, almost three-quarters (72%) of corporate travelers extended business trips for leisure in 2023, confirming the ‘bleisure’ trend’s significant momentum. How can travel companies stay ahead? IMD’s Travel Future Readiness Indicator 2025 identifies Booking Holdings (the parent company of travel brands like Booking.com, Kayak, and Priceline), Airbnb, Delta Air Lines, and Marriott International as industry frontrunners. These companies demonstrate the importance of strong cash flow providing the critical foundation for sustainable innovation, enabling them to invest in technologies that have matured beyond initial hype to deliver tangible competitive advantages. Future-ready companies also distinguish themselves by strategically combining technology that drives an efficient process, with exceptional personal service during the entire guest or traveler experience, whether hotel stay, flight, or cruise. These leaders use AI and data analytics as invisible enablers that enhance rather than replace the human interaction, creating