Travel is entering a turning point driven by generative AI (GenAI) and digital identity. GenAI has moved from curiosity to widespread adoption: nearly 40% of U.S. travelers now use it, and almost half of those for travel-related tasks. Consumers like its usefulness and creativity, though concerns remain about accuracy and safety. Autonomous agents are the next frontier—systems that go beyond writing itineraries to booking, purchasing, adapting plans in real time, and acting on behalf of users.
Travel companies are changing operations. GenAI streamlines content, customer service, marketing. Agents promise automation of complex tasks. Data quality is a big issue—travel data is messy. Companies are hiring AI-leadership roles, investing in infrastructure, preparing for big shifts in staff and tech responsibilities.
In destination experiences will be more personalized. Features like real-time translation, AR/VR guides, smart glasses, and AI concierges will help travelers explore, adapt plans for weather or delays, get hyper-local suggestions, and shift itineraries on the fly.
Distribution is also in flux. OTAs (online travel agencies) and suppliers compete for control. Autonomous agents may prefer going direct to suppliers, or use OTAs depending on access, loyalty, and availability. Infrastructure—APIs, booking engines, content platforms—will need redesigning to support agentic flows.
Marketing is being disrupted. Traditional search is losing ground. Google’s AI summaries, GenAI chat/search tools are drawing attention. Travelers increasingly start with AI tools rather than search engines. Marketing needs to work inside generative environments.
The convergence of GenAI with digital identity is central. Digital identity allows secure, seamless sharing of credentials, preferences, identities. It enables agents to act safely on behalf of users. It makes personalization more reliable. As agents gain more capability, identity frameworks and trust become critical.
Obstacles are many: trust, data cleanliness, accuracy, regulation, technical integration, privacy. Many travelers are cautious, especially older users or late adopters. The full potential of agents and identity will take time.
