The evolution of AI in travel tech—and why it matters to you.
Artificial Intelligence is no longer just a buzzword—it’s rapidly becoming a backbone of innovation in hospitality. From streamlining operations to redefining how travelers discover and book stays, AI is shaping the future. But not all AI is created equal. Knowing the difference between types of AI—and choosing the right one for the task—can determine whether your tech truly elevates the guest experience or simply adds noise.
Let’s look at the evolution of AI capabilities:
Traditional AI: The Rigid but Reliable Implementor
These are rules-based systems—think basic automation and decision trees. They’re excellent at performing repetitive tasks with accuracy, such as dynamic pricing, fraud detection, and basic chatbot functions. While efficient, they lack the flexibility or contextual understanding to handle more nuanced traveler needs.
Generative AI: The Supercharged Copilot
Gen AI (like ChatGPT or Gemini) can generate content, respond with natural language, and assist teams across marketing, support, and operations. It’s already being used in travel search, itinerary planning, and guest communication. But it still needs human direction—it supports, but doesn’t lead.
Agentic AI: The Fully Autonomous Operator
This is where the future gets exciting. Agentic AI doesn’t just respond—it acts. These AI agents can research, plan, and even book travel independently, tailored to a user’s preferences. Think of them as personal travel concierges—capable of coordinating between platforms, suppliers, and data sources without manual input.
For example, a traveler might simply say: “Plan a 5-day beach holiday in Thailand in September under $1,000.” The Agentic AI could search options, compare prices, book flights and hotels, and manage preferences—without the user lifting another finger.
So, what does this mean for you as a channel partner?
While Agentic AI holds transformational potential, context still matters. A traditional AI might still be your best option for high-speed rate updates, while Gen AI can personalize communication, and Agentic AI might handle end-to-end booking flows in the future.
Stay connected, stay smart.
