As we approach Phocuswright Europe in Barcelona from June 10-12, industry leaders offer their perspectives on AI’s current impact on travel experiences and its future trajectory. While some believe AI is already transforming the way we travel, others argue that its impact has been primarily limited to the booking experience. Regardless, experts agree that AI holds immense potential to enhance travel personalization, discovery, planning, and overall experience. However, challenges such as data quality, lack of innovation, and technical limitations need to be addressed before we can fully harness AI’s capabilities in the travel industry.