AI and generative technologies are reshaping travel by personalizing experiences, optimizing operations, and driving innovation. According to the Microsoft–Amadeus report, 92% of travel executives view AI as key to future competitiveness. GenAI enables hyper-personalized trip planning, dynamic pricing, and multilingual service while streamlining airport operations, crew scheduling, and customer service. Benefits include faster response times, improved loyalty, and new revenue streams. Yet adoption faces challenges such as data silos, regulatory compliance, and bias. The report emphasizes responsible AI frameworks, workforce reskilling, and cross-industry collaboration to build a resilient, customer-centric travel ecosystem.

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