What happens when the fundamental assumptions underlying the travel industry's business models stop being true? Who has agency: who makes decisions, who controls discovery, who influences choice, and critically, who gets left behind when those power dynamics shift in an AI age.
Nobody will say how much money any of this is making or saving. "Experiments," they call it. "Early days." But many of the AI examples remain quite promising.
Major online travel agencies backing the EU’s review code want to be seen as increasing trust in their reviews, but enforcement will determine if it’s more than PR.