The Impacts and Consumer Sentiment of AI Usage in the Travel Industry
Wong, Millie (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025053018193
https://urn.fi/URN:NBN:fi:amk-2025053018193
Tiivistelmä
This thesis, completed from February 2025 to May 2025, studies the incorporation and impacts of AI in the travel industry and consumer sentiment about AI usage as part of the travel experience. The research aims to study the incorporation of AI, how AI tools have impacted and changed the travel industry, and the current consumer sentiment on AI usage.
The travel industry was one of the first to digitalise globally, bringing notable impacts such as accessibility, convenience and personalisation. Some notable digital tools, like online services and travel search engines, have become indispensable to today's travel planning and experience. Social media has changed customer behaviour and demands for an ever more unique and personalised travel experience and the increasing incorporation of Industry 4.0 technology has become a driving force for smart services, enhancing individual experiences while also being sustainable. While digitalising comes with its risks, including large initial costs and security concerns, keeping up with the ever-advancing technology is essential for businesses to stay relevant to consumers.
AI, or artificial intelligence, is a machine that can complete tasks on its own and can show human intelligence. AI can be categorised based on its ability to do tasks. The most basics of AI can only perform specific tasks, while the more advanced AI can perform complex tasks while also learning and improving from previous tasks on its own. AI is utilised for both internal and external operations in the travel industry. These include chatbots and assistants, analytics, security systems, and smart services. More recently, AI has been used to help promote sustainability and the appearance of Gen-AI continues to raise the standards of travel services, becoming even more personalised and sophisticated.
The quantitative research method used was a survey to anonymously gather data in April 2025 from 200 respondents about their thoughts on AI in the travel industry. Analysis results concluded that AI incorporation has greatly improved travel experiences by increasing accessibility, efficiency and personalisation. Yet despite this, consumers are still wary of AI, particularly when it comes to handling private information. Consumers are also more inclined to go for human services over AI services.
The results suggested that there is a need to study the balance between human services and AI services to meet the demands of consumers. Further studies into the impacts and consumer sentiments of a wider demographic are also recommended for more detailed and accurate results.
The travel industry was one of the first to digitalise globally, bringing notable impacts such as accessibility, convenience and personalisation. Some notable digital tools, like online services and travel search engines, have become indispensable to today's travel planning and experience. Social media has changed customer behaviour and demands for an ever more unique and personalised travel experience and the increasing incorporation of Industry 4.0 technology has become a driving force for smart services, enhancing individual experiences while also being sustainable. While digitalising comes with its risks, including large initial costs and security concerns, keeping up with the ever-advancing technology is essential for businesses to stay relevant to consumers.
AI, or artificial intelligence, is a machine that can complete tasks on its own and can show human intelligence. AI can be categorised based on its ability to do tasks. The most basics of AI can only perform specific tasks, while the more advanced AI can perform complex tasks while also learning and improving from previous tasks on its own. AI is utilised for both internal and external operations in the travel industry. These include chatbots and assistants, analytics, security systems, and smart services. More recently, AI has been used to help promote sustainability and the appearance of Gen-AI continues to raise the standards of travel services, becoming even more personalised and sophisticated.
The quantitative research method used was a survey to anonymously gather data in April 2025 from 200 respondents about their thoughts on AI in the travel industry. Analysis results concluded that AI incorporation has greatly improved travel experiences by increasing accessibility, efficiency and personalisation. Yet despite this, consumers are still wary of AI, particularly when it comes to handling private information. Consumers are also more inclined to go for human services over AI services.
The results suggested that there is a need to study the balance between human services and AI services to meet the demands of consumers. Further studies into the impacts and consumer sentiments of a wider demographic are also recommended for more detailed and accurate results.