Travel marketing’s AI dilemma

Despite growing adoption, fear of change and reactive strategies are holding travel brands back—while personalization and journey mapping offer a path forward

While many travel marketers have embraced AI, the travel industry still lags behind other sectors in fully recognizing its potential. New data highlights key challenges holding travel brands back and identifies strategic areas where AI can make a meaningful impact—from personalization to journey mapping.

Key takeaways

• Slow adoption compared to other industries: 11% of travel leaders report not using AI at all—almost double the rate in other industries (4–6%). Additionally, only 38% of travel marketers find AI “extremely valuable,” versus 46% across all sectors.
• Primary motivation is cost, not experience: Unlike other industries that prioritize customer experience and operational efficiency, travel marketers say their top reason for adopting AI is cost reduction—signaling a more reactive than strategic approach.
• Fear of change is the biggest barrier: Organizational resistance and a reluctance to embrace innovation are preventing broader AI adoption in travel. Without cultural shifts, the industry risks falling further behind.
• Personalization leads current use cases: One-third of travel marketers say AI is most effectively used for delivering personalized customer recommendations. The most promising AI application? Customer journey mapping, cited by 61% of respondents.
• Opportunity for proactive strategy: To stay competitive, travel brands must shift from reactive cost-saving measures to proactive customer engagement powered by AI. This includes using AI for real-time personalization, demand forecasting, and dynamic marketing.

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