Travel Industry Leaders Say AI Will Outpace Internet Shift

The travel industry is on the cusp of its most profound transformation yet, driven by the rise of artificial intelligence. Industry pioneers Mauricio Prieto, co-founder and former chief marketing officer of eDreams, and Gillian Tans, former CEO of Booking.com, believe AI will have an even more significant impact than the advent of the internet.

Speaking at Phocuswright Europe, Prieto reflected on the scale of the disruption. “I thought the internet was going to be the biggest disruption in my life or generation, and all of a sudden, there comes an even bigger one,” he said, emphasizing how AI is redefining the way travelers plan and book experiences.

Both Prieto and Tans acknowledged that while technology has dramatically changed over the decades—from the rise of online booking to broadband, mobile access, and now AI—the fundamentals of consumer behavior have remained largely consistent. “Consumers are still looking for trust, they’re still looking for seamless experiences, they still look for the best experiences to create memories of a lifetime,” said Tans. “A lot is still the same, but how customers go about it has changed a lot.”

Prieto emphasized that trust remains the industry’s core currency. He warned against getting swept up in every new trend and urged businesses to focus on what endures. “We get a little bit too distracted with the trends, when I think it’s more durable to think about what hasn’t changed,” he said. “What will never change in our industry is trust.”

He also cautioned against becoming “too digital,” arguing that a small amount of friction in the customer journey can create loyalty and competitive advantage. Drawing a comparison to Amazon, Prieto noted that the e-commerce giant’s strength lies in its complex infrastructure—trucks, warehouses, and logistics—not just its digital interface. “It’s very difficult to replace the infrastructure that an Amazon has,” he said. “We need to understand what friction is not needed, and what friction actually adds value.”

Tans and Prieto also spoke about the importance of mentorship and fostering entrepreneurship in the next wave of travel innovation. As AI continues to evolve, they believe the winners will be companies that balance automation with authenticity, and convenience with trust.

The session closed with a shared message about maintaining human touch in a rapidly digitizing world—reminding the industry that while tools may change, people still seek meaningful experiences.

Tags: phocuswire, SyndicEx250629B

Travel Industry Leaders Say AI Will Outpace Internet Shift

Related Posts