Generative artificial intelligence (AI) is set to revolutionize the travel industry, with customer service in particular being cited as a key area for AI adoption. While AI use cases in travel remain somewhat limited, this is expected to change in the coming year. Travel companies that seize upon this technology’s potential to act as a “virtual travel assistant” are likely to reap the rewards, offering personalized recommendations based on user search criteria and historical travel data. AI is also set to reduce anxiety associated with the travel experience, potentially acting as an itinerary analyzer to optimize the passenger journey in real time. While AI should be viewed as a tool, rather than a revolution, online travel agencies (OTAs) that are able to leverage this technology and offer itinerary building capabilities at scale look set to gain market share, taking advantage of the personalized recommendations AI can create by offering bookable itineraries in a quick and seamless manner. While human agents still have a role to play, traditional travel agencies, tour operators, independent hotels and restaurants that lack the financial and technical capabilities to use AI will be left behind.