The travel industry is pushed by a continuous imperative to innovate. This has previously been driven by market factors and technological advancements such as widespread road networks, developments in shipping and aviation, online booking systems, and most recently, adjustments due to the Covid-19 pandemic. Currently, Generative Artificial Intelligence (GenAI) is making drastic changes in the industry. Large and small travel businesses alike are adapting to this innovative force, and GenAI is greatly intensifying an already highly competitive industry. Changes are inevitable in the travel sector, and the rise of AI is propelling this revolution faster.