What you’ll find in this playbook
- The 2026 Travel & Hospitality market: an overview and key challenges.
- AI and agents: a strategic response for players in the sector.
- AI and agentic projects deployed by Travel & Hospitality leaders like Booking, Expedia, Air France and Airbnb.
- The augmented customer journey: 40 agentic projects to implement.
The modern traveler’s paradox: more options, more frustration
Never before has the traveler had access to so much information: comparison sites, social media, blogs, customer reviews… Yet this abundance has created a labyrinth. 68% of travelers consult up to 10 different sources to plan a single trip, and a quarter of them consult up to 20.
This complexity leads to paralysis and dissatisfaction, which represents the sector’s greatest strategic opportunity. In this playbook, our experts break down how AI is becoming the invisible thread that reconnects each step of the journey to make it simpler, smarter and ultimately more human, helping you turn frustration into conversion.
The impact of AI on travel and hospitality: 3 key figures
- 66%Of travelers report being dissatisfied with the travel planning options available to them.
- 74%Of consumers have abandoned an online purchase due to an overly complex process.
- 1 in 2Travelers would consider using an AI virtual assistant to organize their next vacation.
The 4 promises of this playbook
- Understand the new expectations of the hyper-connected traveler and the profound changes in the market (demographic, economic, technological).
- Discover how AI can be a strategic response to increase your visibility on LLMs, improve user experience and boost your teams’ productivity.
- Explore a portfolio of 40 realistic, high-ROI AI projects applicable to the 7 key stages of the traveler journey.
- Get the keys to building a pragmatic data & AI roadmap and positioning yourself as a leader in the tourism of tomorrow.
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