Artificial Intelligence: The New Lever for Change in Travel & Tourism

In an ever-changing world, where technology is shaping every aspect of our lives, the Travel & Tourism industry is no exception. According to recent reports from the World Travel & Tourism Council (WTTC) in collaboration with Microsoft, Artificial Intelligence (AI) is poised to revolutionise the sector. The studies, unveiled at the World Tourism Conference at FITUR, highlight the crucial role of AI in creating new customer experiences and an unprecedented digital era.


Credit: WTTC

Credit: WTTC

AI is more than just a technological advance; it is proving to be a vital strategic tool. It offers the possibility of personalising the customer experience, optimising pricing strategies in real time and promoting sustainable improvements. Julia Simpson, President & CEO of the WTTC, highlights the importance of AI as a catalyst for positive change, capable of significantly transforming the sector.


Julie Shainock, Microsoft’s General Manager for Travel, Transport and Logistics, reinforces this idea by highlighting increased productivity and personalised consumer experiences. For example, AI can automate predictable tasks and enhance the human-centred approach at key moments in the journey.


However, the WTTC report also indicates that the travel and tourism sectors lag behind other industries in the adoption of AI. This lag is partly due to a lack of skilled AI workers, limited AI infrastructure, and the absence of a formal AI strategy in many business plans. The WTTC is therefore strongly encouraging companies in the sector to treat AI as a strategic priority and invest in the skills needed to foster collaboration between humans and AI.


In addition to the operational benefits, AI plays a key role in promoting sustainability in the sector. By enabling more efficient management of resources and minimising environmental impacts, AI is contributing to more responsible tourism. In addition, responsible data management is becoming a major issue in reducing the environmental footprint associated with the use of these new technologies.



The WTTC and Microsoft report heralds a new era for travel and tourism. With AI driving change, innovation and sustainability, the sector is on the cusp of a transformation that promises to redefine tomorrow’s travel experience. However, to fully seize the opportunities offered by AI, the industry needs to overcome certain challenges and embark on this journey with determination.


Tulum opens up to Europe: first direct flight to Germany
Tulum opens up to Europe: first direct flight to Germany

LATAM NEWS Tulum opens up to Europe: first direct flight to Germany The state of Quintana Roo in Mexico is about to make history with the inauguration of the first direct air link between Europe and Tulum's Felipe Carrillo Puerto International Airport. From 12...

read more

Share this article: