AI’s Disruptive Path Requires Rethinking Travel Innovation

Artificial intelligence is reshaping the technology adoption curve, and its impact on industries like travel demands a new approach to innovation, according to Marc Mekki, founder of consulting firm Inspire Limitless. In an executive interview at Phocuswright Europe in Barcelona, Mekki explored how AI differs from previous tech shifts and why businesses must remain agile to keep up.

Traditionally, new technologies have followed a top-down adoption model—developed in government or military labs, filtered into enterprise applications, and finally reaching consumers. But with AI, Mekki argues, the sequence has reversed. “We’re seeing the adoption actually happening in the consumer sphere long before it’s happening on the corporate level—and that has profound implications,” he said.

AI tools like ChatGPT, Gemini, ElevenLabs, and Perplexity are being explored widely by individuals, freelancers, and small-scale creators who are innovating on the edges. These user-driven applications are rapidly influencing workflows and creative processes far outside corporate boundaries. Mekki emphasized that many transformative ideas in AI are now emerging from the bottom up, forcing companies to absorb and adapt to innovations generated outside traditional organizational structures.

But this pace of change presents a unique challenge. Mekki described the current state of corporate AI integration as perpetually lagging behind: “The moment the integration is completed and tested and rolled out, it’s already obsolete.” To stay relevant, he suggested companies adopt a dual-track mindset—investing in scalable integration while maintaining a constant presence on the cutting edge of innovation.

“You need to have that one foot in the future at all times,” he said, advocating for teams that continuously experiment, iterate, and reassess AI’s potential within business environments.

Mekki also called on the travel industry to reflect on its broader mission and consider how AI can not only improve operations and personalization but also enhance the purpose and value of travel itself. As AI becomes more embedded in everyday life, he encouraged leaders to think beyond efficiency and automation, and toward how the technology can be used to create meaning and connection in the travel experience.

With AI adoption accelerating from the ground up, businesses are no longer the gatekeepers of innovation—they’re students of a new era defined by rapid, user-led experimentation. For travel brands seeking to make a difference, Mekki’s message is clear: be bold, stay curious, and build future-ready strategies that embrace both uncertainty and possibility.

Tags: phocuswire

AI’s Disruptive Path Requires Rethinking Travel Innovation

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