State of Customer Experience in Travel and Hospitality

This report is a strategic guide focused on the evolving customer experience in the Travel and Hospitality (T&H) sector, particularly in an AI-driven environment. It outlines ten strategic insights that illustrate how travel brands are adapting to changing traveler expectations influenced by technology and data. The findings indicate a significant shift toward social content and peer validation in decision-making processes, with mobile being a crucial starting point for travelers. However, challenges such as data silos and underutilized marketing technologies hinder personalization efforts. The report emphasizes the need for brands to unify data, operationalize AI responsibly, and design experiences that anticipate traveler intent. It also discusses the importance of omnichannel continuity and highlights the necessity for travel brands to adapt their strategies in response to the increasing influence of social validation and AI-powered discovery. The research was conducted globally, involving 565 leaders in the T&H industry across various markets.