# AI elevates customer service in travel and transportation

**Publisher:** Roland Berger  
**Published:** 2025-07-22  
**Category:** Consulting & advisory  
**Type:** Study  
**Access:** Free PDF  
**Official source:** https://www.rolandberger.com/en/Insights/Publications/AI-elevates-customer-service-in-travel-and-transportation.html  
**Canonical:** https://tourismintel.ai/reports/ai-elevates-customer-service-in-travel-and-transportation

## At a glance
- 95% of travel sector service centers have implemented AI, though many restrict use to routine tasks only.
- 10% of travel companies identify as AI innovators—higher than any other industry sector surveyed.
- 71% of passengers prefer online or app-based booking; 53% favor airline-specific digital platforms.
- In the Americas, 71% of executives cite regulatory uncertainty as a key barrier to AI adoption.
- International tourism receipts forecast to reach USD 1.6 trillion in 2024, driving demand for AI-driven solutions.

## What the report covers
Roland Berger, in partnership with Potloc and TalentNeuron, surveyed 550 global customer service decision-makers (90 in transportation) between late 2024 and early 2025 to examine AI adoption in travel and transportation. The study identifies current applications, barriers to implementation, regional differences and a four-pillar transformation framework. It addresses operational efficiency, cost reduction and customer satisfaction improvements achievable through AI.

## Key findings
AI integration across travel and transportation has moved beyond basic chatbots to real-time assistance, dynamic itinerary planning and personalized recommendations. According to the survey, 95% of service centers have deployed AI, yet adoption remains uneven: many companies use it only for routine automation, while smaller firms face resource constraints, workforce upskilling challenges and process redesign demands. Larger, more mature organisations leverage AI for tailored marketing, niche product development, pricing optimisation and direct-to-consumer services that circumvent traditional intermediaries.

The travel industry shows greater readiness for AI adoption than other sectors. The survey categorises companies as innovators, adopters or laggards; 10% of travel respondents identified as innovators—a higher share than in any other industry. This accelerated openness reflects three drivers: post-pandemic demand recovery (international tourism receipts forecast at USD 1.6 trillion in 2024), rising consumer expectations for convenience and personalisation, and digital channel preferences (71% of passengers prefer online/app-based booking; 53% favour airline-specific platforms).

Regulatory uncertainty and skills gaps present significant barriers, particularly in regional contexts. In the Americas, 71% of executives identified regulatory uncertainty as a key obstacle; risk management and weak process design also hinder scaling. In Europe, shortage of training and digital skills poses challenges. Across regions, uncertainty persists over insourcing versus outsourcing versus full automation, with no industry consensus on optimal service models or workforce transitions.

Roland Berger recommends a structured four-pillar transformation roadmap: setting clear AI adoption vision and targets; optimising operations through cross-functional governance; redesigning organisational roles, incentives and training; and activating enablers including data governance, data quality and system integration. The report emphasises that isolated AI solutions risk underperformance; end-to-end strategy with partner support is required to unlock productivity gains and competitive differentiation through superior customer experience.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| Service centers with AI implementation | 95% | Travel sector; survey of 550 global managers, late 2024–early 2025 |
| Travel companies identifying as AI innovators | 10% | Higher share than any other industry; survey data |
| Passengers preferring online or app-based booking | 71% | Travel sector consumer preference; survey-based finding |
| Passengers favouring airline-specific digital platforms | 53% | Travel sector consumer preference; survey-based finding |
| Executives in Americas citing regulatory uncertainty as key barrier | 71% | Regional obstacle to AI adoption; survey of decision-makers |
| International tourism receipts forecast | USD 1.6 trillion | 2024 projection; cited as driver of AI adoption demand |
| Survey respondents in transportation sector | 90 of 550 | Global survey conducted late 2024–early 2025 with Potloc and TalentNeuron |

## Why it matters
**DMOs & destinations** — DMOs must recognise that 71% of passengers now prefer digital booking channels and AI-driven personalisation is reshaping competitive expectations. Direct-to-consumer AI services bypass traditional operators; DMOs should either integrate AI into their own visitor engagement platforms or partner strategically to retain influence over traveller experience and data insights.

**Hotels & hospitality** — Hotels face dual pressure: consumer demand for hyper-personalised, frictionless service and operational urgency to reduce costs and improve efficiency through AI. Smaller properties lag adoption due to resource constraints; chains must invest in integrated AI platforms spanning reservations, guest communication and service delivery to maintain competitive parity and deliver expected experience quality.

**Travel tech & distribution** — Travel-tech platforms must prioritise AI capabilities for real-time support, dynamic pricing and itinerary optimisation. The survey shows travel companies are AI-ready; distribution platforms that lack advanced AI risk commoditisation. Data governance, integration architecture and system robustness are critical enablers; those investing in end-to-end AI strategy will differentiate through superior customer outcomes.

## Methodology and limits
Roland Berger, partnering with Potloc and TalentNeuron, conducted a global survey of 550 customer service decision-makers between late 2024 and early 2025, with approximately 90 respondents from the transportation sector. The panel was cross-industry. Survey respondents self-categorised firms as innovators, adopters or laggards. Regional sub-group analysis (Americas, Europe) is included. The publicly available summary does not specify confidence intervals or margin of error; the full PDF is available by registration.

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© Roland Berger for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://www.rolandberger.com/en/Insights/Publications/AI-elevates-customer-service-in-travel-and-transportation.html