One quarter of travel operators yet to implement AI
A new survey conducted ahead of the 2025 TravelTech Show in London reveals that AI remains the top investment priority for travel operators, with nearly two-thirds planning to boost their technology budgets over the next year. Among 94 surveyed European travel companies, 52% ranked AI as the number one technology they plan to invest in, followed by booking systems and mobile platforms. Notably, 42% plan to increase their AI investment by 10%, while 16% intend to boost it by up to 50%. When it comes to digital presence, 26% of respondents are focusing on AI chatbots, and 21% are upgrading their booking platforms.
Despite the optimism around AI, the survey shows that many travel operators are still in the early stages of adoption. While 30% are currently testing AI tools internally, a quarter have yet to implement any AI solutions. Key benefits cited include enhanced customer experience and reduced operational costs, though concerns persist around content accuracy (31%), data privacy (15%), and the rapid pace of technological change (14%). TravelTech Show event director Nimet Sayeed highlighted the industry’s cautious yet committed stance toward AI adoption and emphasized that this year’s event will focus heavily on helping companies navigate the evolving landscape of travel technology.
Liberta Hotel International partners with TA Network, focuses on B2B hotel distribution
Liberta Hotel International has entered a strategic partnership with Trip Affiliates Network (TA Network) to enhance its B2B hotel distribution capabilities. By integrating TA Network’s technology platform, Liberta will benefit from real-time inventory management, dynamic pricing, and instant booking integration. This collaboration is designed to streamline operations, reduce overbooking risks, and maximise revenue by enabling travel agents and corporate clients to access Liberta’s inventory directly, with updates across all distribution channels. The partnership will also expand Liberta’s global reach by connecting it to TA Network’s ecosystem of travel agencies, tour operators, and online marketplaces.
The partnership will allow Liberta to serve its B2B partners more efficiently, improving market responsiveness and guest experience. As part of their broader strategy, Liberta aims to position itself as a leader in hospitality by embracing digital solutions, aligning with its #IAmLibertan platform to foster a community of travellers connected by shared passions.
Fliggy reports tangible progress in its AI applications for the first time
Fliggy, Alibaba Group’s online travel platform, has made significant advancements in the application of artificial intelligence (AI), achieving a 54.7% reduction in the average service time per customer inquiry in the transportation sector. The company’s AI strategy is built around three core principles: Efficiency, Experience, and Ecosystem. Over the next three years, Fliggy plans to expand its AI capabilities to improve supply chain quality, enhance supply-demand matching, and cater to personalised user needs. The integration of AI in various operational areas has already yielded impressive results, such as AI-assisted coding reaching a 70% penetration rate and AI managing approximately 10% of customer inquiries, surpassing human agents in efficiency and customer satisfaction.
Fliggy has also made strides in applying AI tools to streamline merchant and product management, with notable improvements in group tour itinerary creation and inventory management. The company’s AI-powered features, like the AI Itinerary Assistant, assist users with itinerary planning and activity recommendations, further enhancing the customer experience. CEO Zhuoran Zhuan emphasized Fliggy’s vision of transforming traditional online travel agencies into omni-intelligent travel agents, with a strong focus on improving supply chain operations and customer satisfaction.
Smartvel receives funding from the Spanish government to deliver advanced location content for travellers
Smartvel, a global content solutions provider, has received funding from the Spanish government to enhance its digital offerings for travellers visiting Spain. The funding is part of a broader government initiative to support Spain’s tourism industry through advanced digitalisation. Smartvel plans to develop its “long tail technology” to provide comprehensive, up-to-date content on all aspects of the travel experience, including restaurants, monuments, fuel stations, events, weather, and more. The goal of this initiative is to inspire and guide travelers with unlimited 360° coverage, offering detailed, interactive maps and personalised information. CEO Iñigo Valenzuela expressed excitement about the project, noting that the government’s investment will help improve the quality and breadth of content, allowing tourists to discover hidden gems and popular spots alike. As Smartvel develops this technology, it aims to empower its content curators to create dynamic, tailored content that will transform the way travellers engage with destinations across Spain.
Kyte and PKFARE form alliance to expand low-cost carrier distribution
Kyte, a technology provider specialising in low-cost carrier (LCC) inventory distribution, has announced a strategic partnership with PKFARE, a global travel content aggregator and distribution company. This collaboration allows PKFARE to integrate Kyte’s advanced API, enhancing its ability to distribute LCC content, including offerings from major airlines like Ryanair and easyJet. The integration aims to provide PKFARE’s travel partners with greater access to affordable airline content, improving booking flexibility and cost-effectiveness. Kyte’s API simplifies access to both LCC and NDC (New Distribution Capability) content through a single, standardized interface, benefiting travel industry players worldwide.
The partnership is set to improve the distribution and retailing of airfares and ancillary services across the global travel market. Kyte’s CEO, Alice Ferrari, emphasised the importance of making LCC content easily accessible alongside NDC connections, while PKFARE’s Senior VP, Jason Sui, noted the strategic value of integrating Kyte’s API to offer high-quality, independent content to customers. Both companies aim to further enhance their collaboration, expand airline partnerships, and develop new technological innovations to improve the travel booking experience and set new standards in travel retailing.
Spotnana links up with online travel agency, Cadence
Cadence, a travel agency celebrating 30 years of operation, has partnered with Spotnana to enhance corporate travel management. This collaboration combines Cadence’s expertise with Spotnana’s technology, offering clients a hybrid approach to travel booking. Whether clients prefer self-service tools or personalised concierge support, the partnership aims to cater to those travel experiences. The goal is to meet diverse client needs with a flexible service model.
The partnership also benefits Cadence’s clients, including small to mid-sized businesses and meeting planners, by simplifying the booking and management of travel. Spotnana’s platform streamlines workflows, reduces servicing costs, and improves efficiency while ensuring cost control. This collaboration enhances Cadence’s ability to provide tailored, flexible services, meeting the varying needs of clients while driving innovation in the corporate travel space.
Header image credit: TravelTech Show
