Travelers Turn to AI and Biometrics for a Seamless Journey: Amadeus Study Insights

New Amadeus research reveals that travelers are increasingly relying on technology, with a strong preference for AI and biometric solutions to enhance their travel experience.

A recent study by Amadeus, titled “Connected Journeys: How Technology Will Transform Travel in the Next Decade,” reveals a significant shift in travelers’ preferences towards technology, particularly artificial intelligence (AI) and biometric solutions, to improve their travel experiences. The research, conducted with 9,500 global travelers from countries including China, France, India, Singapore, Spain, the UK, and the USA, highlights the increasing role of technology in addressing common travel pain points.

Embracing AI for Travel

The study indicates that travelers are increasingly turning to AI to plan and manage their journeys. The usage of Generative AI (Gen AI) has increased by 64% compared to the previous year. Travelers appreciate the benefits of AI, such as significant time savings (42%), personalized recommendations (37%), and the discovery of new destinations (36%). Furthermore, 64% of respondents expressed a willingness to pay for an AI travel assistant that could provide in-trip information, with 17% willing to pay up to 5% of the total trip value for such services.

However, the study also identifies areas where AI falls short. A quarter of respondents reported receiving outdated or inaccurate information from AI-generated results, while another 25% struggled with the AI’s inability to capture their personal preferences accurately.

Biometric Solutions and Remote Baggage Check-In

Biometric gateways are favored by 69% of respondents, offering the promise of a smoother airport experience by eliminating repetitive document checks. Additionally, two-thirds of travelers showed strong interest in remote baggage check-in, where luggage is collected directly from their homes, significantly reducing pre-trip anxiety.

Traveler Anxiety and Technology Solutions

The data reveals that 90% of air travelers experience some level of anxiety during their journeys. This anxiety spans various stages, including packing (26%), going through security (27%), traveling to the airport (26%), and the flight itself (24%). Despite these concerns, travelers have clear aspirations, such as spending quality time with loved ones (27%), discovering great food and drink (25%), and creating lasting memories (24%).

To address these anxieties, travelers are open to embracing innovative technology solutions that promise convenience and reassurance. Real-time travel updates via apps (29%), digital wallets for secure document storage (27%), smart baggage tracking systems (26%), and integrated ‘super apps’ for comprehensive travel management (26%) are already alleviating some of these concerns.

Industry Implications

The findings from the Amadeus study underscore the need for the travel and hospitality industries to collaborate and innovate to meet travelers’ high expectations. Decius Valmorbida, President of Travel at Amadeus, emphasized the opportunity for collaboration across the travel ecosystem to ensure AI delivers real value by reducing friction and enhancing confidence. Similarly, Francisco (Paco) Pérez-Lozao Rüter, President of Hospitality at Amadeus, highlighted the importance of providing technology that anticipates traveler needs, with hyper-personalization and real-time accuracy becoming essential.

Conclusion

As travelers continue to adopt technology, the travel industry must adapt to meet their increasingly diverse preferences. AI and biometric solutions offer promising avenues for enhancing the travel experience; however, the industry must address existing shortcomings to fully realize the potential of these technologies. By doing so, the travel sector can provide smoother, more intuitive journeys that align with travelers’ aspirations.

Read Connected Journeys: How Technology Will Transform Travel in the Next Decade.