// ai applications

Source: Skift

Travel companies are deploying AI across customer research and back-office operations, but the industry hasn't closed the gap between AI-driven discovery and actual bookings—the metric that determines ROI. Airlines, hotels, and OTAs are still figuring out how to architect AI systems that remove friction from purchase decisions, not just improve information access. Until travel AI moves beyond advisory features into transactional completion, vendors claiming distribution transformation are optimizing for engagement metrics that don't move the needle on revenue.