AI Revolutionising Travel: How Tech Giants Are Reshaping the Future of Tourism at WTM London 2025

The travel industry is evolving at an unprecedented pace, with Artificial Intelligence (AI) playing a pivotal role in shaping its future. At the World Travel Market (WTM) London’s Technology Summit, industry leaders, tech experts, and innovators gathered to explore AI’s potential and how it is revolutionising the tourism landscape. The key takeaway from this year’s summit? AI is here to stay, but the journey is just beginning.

The AI Debate: A Double-Edged Sword

The debate on AI’s role in the travel sector reached new heights at WTM London. On one side, proponents hailed AI as a game-changer for the travel industry. They argued that AI is already helping businesses streamline operations, boost customer service, and enhance the traveller experience. On the other side, skeptics raised concerns about the technology’s reliability, suggesting that AI’s lack of human intuition and creativity could make it an unreliable guide for the travel world.

Despite the reservations, the show of hands at the end of the debate clearly demonstrated that the majority of the audience believed in AI’s transformative power. The sentiment was clear: while AI has its flaws, its future potential is vast, and its ability to revolutionise the travel industry cannot be overlooked.

AI’s Growing Influence on the Travel Industry

AI is already deeply embedded in the travel sector, offering solutions across customer service, operations, and personalisation. Travel companies, from global OTAs to budget airlines, are leveraging AI to optimise the traveller experience, cut costs, and improve efficiencies. One notable example is Trip.com, which uses AI to answer basic customer queries autonomously while also being able to escalate more complex issues to human agents when necessary. This seamless blend of AI and human intervention highlights the future of AI in travel: a balance of efficiency and personal touch.

Additionally, companies like easyJet are integrating AI into nearly all aspects of their operations, from flight bookings to customer engagement. AI’s ability to process vast amounts of data allows these businesses to offer a more personalised experience to travellers, which in turn improves customer satisfaction and loyalty. This trend is becoming increasingly evident across the travel industry as AI becomes a trusted tool for businesses looking to stay ahead of the competition.

The Impact of AI on Travel Bookings

As AI continues to advance, its impact on the booking process is becoming more apparent. Filip Filipov from OAG highlighted a significant concern during the summit regarding AI’s role in the look-to-book ratio. He pointed out that OTAs currently face a low conversion rate—only one booking for every thousand views. However, with the introduction of large language models and agentic AI, this could soon change drastically. By improving the efficiency of the booking process, AI could increase the look-to-book ratio, potentially up to 60,000-to-1 or even 1 million-to-1.

This could revolutionise the way customers engage with travel services, driving significant revenue growth for businesses that successfully integrate AI into their booking systems. The ability to predict traveller preferences and offer targeted recommendations could help OTAs close the gap between browsing and booking, resulting in better conversion rates.

Fraud Prevention and AI

Another crucial application of AI in travel is its use in fraud prevention. Qais Amori from Almosafer shared insights into how AI is helping companies combat fraudulent activity, especially as fraudsters increasingly use AI themselves. AI’s ability to analyse vast amounts of data and identify patterns that might otherwise go unnoticed has made it a powerful tool for identifying and preventing fraud in real-time. As AI continues to improve, it is expected to become even more adept at detecting fraudulent activities, helping companies safeguard their customers and their reputation.

The Future of AI: What’s Next?

As the debate continues, the question remains: how will AI evolve in the travel industry? Will it replace human agents entirely, or will it simply complement their efforts? Industry leaders, including those from travel tech firms like NaviSavi, believe that AI is destined to work alongside human expertise, enhancing the quality of service rather than replacing it. AI is not just about automating tasks; it’s about augmenting human capabilities and enabling businesses to deliver better, more personalised experiences to customers.

Looking ahead, the potential applications of AI in travel are vast. From enhanced fraud detection to improved customer service and predictive analytics, AI will continue to play a critical role in shaping the future of tourism. However, as the technology matures, it will be essential for the industry to address concerns about AI’s limitations and ensure that its implementation serves the best interests of both businesses and travellers.

Personalisation and Contextualisation

Personalisation is another key area where AI is making waves in the travel sector. Many panellists at the summit emphasised the importance of understanding not just who a traveller is, but also why they are travelling. This shift from simple personalisation to contextualisation will allow companies to offer more meaningful and relevant experiences. AI’s ability to analyse vast amounts of data means it can understand not just individual preferences but also the broader context of a traveller’s needs.

By personalising recommendations based on a traveller’s context—such as their travel history, preferences, and the purpose of their trip—AI can help businesses provide tailored experiences that increase satisfaction and engagement. This could range from suggesting alternative destinations to offering personalised itineraries that take into account factors such as weather, local events, and even personal interests.

Conclusion: The AI Revolution in Travel

The WTM London Technology Summit made it clear that AI’s role in the travel industry is not just a passing trend—it is the future. From enhancing customer service to improving operational efficiency and personalising the traveller experience, AI is reshaping how the travel industry operates. While there are concerns about AI’s reliability and potential to replace human workers, the overwhelming consensus at the summit was that AI is a net positive for the industry, with its potential for growth and innovation being vast.

As the technology continues to evolve, it is clear that AI will become an integral part of the travel ecosystem. However, it will be crucial for businesses to strike a balance between embracing AI’s potential and maintaining the human touch that makes travel so special. For now, the future of AI in travel looks incredibly promising, and the industry must be prepared to embrace this technological revolution in the years to come.

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