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Gen AI is already influencing travel, with call center efficiencies the most widely reported benefit. In the coming year, expect it to influence the industry in major ways. More visible applications (new options for discovery, shopping, booking) will garner much of the attention, but less visible applications might actually be more influential. Promising use cases for travel providers include advertising strategy, marketing content, and personalization. Many are also exploring opportunities to optimize core operational functions with Gen AI. While hotels and airlines experiment with Gen AI’s back-office and operational capabilities, travelers are already learning to use it as a planning tool. And about one in 10 travelers told us they used Gen AI to plan their holiday trips (figure 6), which sounds small until you consider the technology has only been widely available for a year. While 2024is expected to be an exciting year for Gen AI applications in travel, game-changing integrations are likely more than a year away.