Leading online travel companies are increasingly investing in artificial intelligence to boost business performance, but measuring the return on those investments is becoming a key focus. Travel brands such as Expedia Group and Booking Holdings are using AI to personalise user experiences, automate customer service tasks, and streamline operations — all aimed at improving revenue and reducing costs. However, while the technology shows promise in enhancing efficiency and engagement, firms are still refining how they quantify clear financial returns from these AI initiatives.
In practice, AI is being applied across multiple areas of the travel customer journey. Examples include personalised recommendations, automated chat assistance that handles a large share of customer queries, and enhanced search and booking experiences tailored to individual preferences. These capabilities help both companies retain customers and improve conversion rates, which in turn can boost top-line metrics.
Despite this, industry leaders acknowledge that establishing reliable ROI metrics is challenging. AI projects often require significant upfront investment in technology and talent, and the financial benefits may take time to materialise or be difficult to isolate from broader marketing and product improvements. Companies are continuing to develop more sophisticated performance indicators to better understand which AI efforts generate the strongest economic impact.
Overall, the trend shows that AI is transitioning from experimental use toward becoming a foundational part of how travel brands operate and compete. By enhancing customer interactions and operational efficiency, AI has the potential to reshape the travel market’s economics, but careful measurement and long-term thinking are necessary to unlock its full value.
