Certares’ Greg O’Hara Sees AI Boosting Travel Demand

Greg O’Hara, founder and senior managing director of investment firm Certares, believes artificial intelligence holds untapped promise for the travel industry—not just in operations, but in reshaping consumer behavior. Speaking during an executive interview at Phocuswright Europe, O’Hara said AI could free up more leisure time, ultimately fueling demand for travel and cultural exploration.

According to O’Hara, if AI truly delivers on its promise of improving productivity—allowing people to work fewer hours while maintaining or increasing income—it will lead to a surge in discretionary time. That, he said, opens a window for travel companies, especially those in tours and experiences. “What are they going to do with the rest of their time? They’re not going to do nothing, and one of the things they’re going to do is travel, and the other thing they’re going to do is learn things,” he said, pointing out that operators of experiences should be prepared for increased demand as AI “manufactures free time.”

While optimistic about AI’s potential, O’Hara was more skeptical about the state of airline distribution technology, particularly New Distribution Capability (NDC). He remarked that despite industry hype, the technology still lacks readiness and innovation that would meaningfully serve travelers. “I don’t think the tech’s ready yet. I think we’re going to find that a lot of airlines use it for different things,” he said. “It’s not really doing anything that the GDSs can’t do already.” He noted that attempts to differentiate the initiative, such as integrating blockchain, failed to deliver substantial improvements.

O’Hara believes current pricing strategies are less about advanced systems and more about customer segmentation, driven by behavior and willingness to pay. “People don’t pay different prices because of yield management. They pay different prices because of personal travel habits,” he explained. The call, he added, is for the industry to produce truly innovative products that enhance the traveler experience.

In a broader view, O’Hara reflected on the role of technology in the industry’s future, the evolving travel ecosystem, and how strategic deployments of AI could strengthen both service and personalization. Though he didn’t shy away from criticism, his core message was clear: the industry must prioritize customer benefit over internal tech milestones.

Touching briefly on politics, he mentioned a recent trip to the Middle East with former President Donald Trump, though he did not expand on the context. On the state of online travel agencies, O’Hara acknowledged the market is still assessing AI’s long-term impact but said he sees both “bullish and bearish” signals depending on how platforms implement it.

As one of travel’s most vocal investors, O’Hara’s remarks reinforced a broader industry theme: that technology, especially AI, should serve as a tool to unlock greater value for consumers, not just internal efficiency for providers.

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Certares’ Greg O’Hara Sees AI Boosting Travel Demand

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