TravTalk India Online Magazine
There may be hype and fear surrounding the adoption of AI today, but it’s best to avoid knee-jerk reactions and opt for a more thought-out strategy instead. TRAVTALK speaks to experts.
TT Bureau
Artificial Intelligence (AI) is delivering a seismic shock to the travel industry, driving revenue surges of up to 20 per cent by automating tasks and personalising offers. Yet, a critical flaw is emerging — the rise of the generic, error-prone AI itinerary. From overlooking visa rules and corporate travel policies to missing the emotional rhythm of a journey, AI like ChatGPT is proving to be a powerful but perilous tool. The industry is now facing a stark divide: those who use AI as a replacement for human expertise risk costly mistakes and sterile travel experiences, while those who harness it as a co-pilot — augmenting human curation with machine efficiency — can unlock customer satisfaction.
Expert opinion
Are we living in an AI bubble? Bret Taylor, Chairman, OpenAI, believes so, but doesn’t seem too worried. He thinks AI will transform the economy, and, like the internet, create huge amounts of economic value in the future. What is enticing about an AI agent is the introduction of digital experiences that can come close to those wonderful, high-touch human experiences that define great travel experiences. Taylor expects it will take travel in a more fulfilling direction.
HE Ahmed Al Khateeb, Minister of Tourism, Kingdom of Saudi Arabia
We are proud to see the Agentic Tourism Initiative take flight from the Kingdom, reflecting our commitment to shaping the future of global travel through innovation and collaboration. This protocol represents a bold step toward harmonising technology with the human spirit of exploration. By anchoring AI in empathy and cultural intelligence, we are not only enhancing the traveller’s experience, but also empowering destinations to grow sustainably, inclusively, and with purpose.
Sanjeev Mehra, President, Skål International India
As AI continues to evolve, it’s certainly beginning to impact our operations positively, though not yet in direct revenue percentages. We are seeing around a 10–15 per cent improvement in efficiency, which indirectly enhances sales and client satisfaction. AI tools help us personalise itineraries, analyse traveller behaviour, and streamline communication. In my view, AI is a partner, not a threat. Those who learn to use it will lead the next phase of the tourism industry.
Dheeraj Ranjan Kumarr, Founder & Director, Balitrip Wisata
AI has definitely started influencing our revenue, but in a positive and measurable way. In the last year, nearly 12–15 per cent of our growth is linked to AI-driven efficiencies. What this really means is faster quotation timelines, higher accuracy in itinerary design, and better conversion because our teams can respond in minutes, not hours. AI also helps us analyse buying patterns across markets.
Nitin Mittal, National Coordinator, NIMA
AI has begun to impact our MICE and group travel business — I would estimate a 10–15 per cent shift overall. Earlier, corporate clients would ask for options ranging from Singapore to Europe, and even Sri Lanka. Now, with AI’s help, they already have better clarity on destinations that fit their budget and event format, which reduces the number of exploratory planning requests we receive. AI has also enhanced our efficiency.
Manoj Saraf, Managing Director, Gainwell Travel
The impact of AI on the travel industry is still evolving. While it brings cost savings through reduced staffing needs, there is also potential revenue loss as customers now access information faster through AI platforms. ChatGPT-generated itineraries are quick but often stereotypical and sometimes impractical — almost like copy-paste templates that can lead to vital errors. However, AI-powered tools designed for travel agents are emerging, offering opportunities.
Homa Mistry, CEO, Trail Blazer Tours India
Since we are a B2B company, it is not affecting us directly. However, each of our partners is affected quite badly, and they are all working towards adapting to it because that is where the industry is headed. Slowly and steadily, AI will become better and more efficient. It’s here to stay and will make a huge difference in travel. But I think human intervention is very much required right now. For now, AI-generated itineraries work only for short-haul or simple destinations.
Jaal Shah, Founder, RezLive.com & Group MD, Travel Designer Group
AI has not disrupted our revenue. Instead, it’s quietly enhancing it. RezLive’s Smart Match feature exemplifies this shift, using AI and data analytics to streamline how travel agents compare and book hotel rooms. By intelligently grouping and consolidating room options from real-time supplier data, Smart Match eliminates clutter and empowers faster, more confident decisions. The operational gains and improved booking precision are translating into stronger engagement.
Bobby KS Sawhney, General Secretary, ITTA
AI has revolutionised our workplace, driving innovation and impacting revenue. While it is too early to quantify the exact percentage, AI-powered solutions have significantly altered our earnings. We have seen a 15–20 per cent reduction in costs and a 10–15 per cent increase in repeat business. This has been possible due to streamlined operations and enhanced customer experiences. AI-driven analytics have also improved marketing accuracy. AI’s impact on our revenue is substantial.
Dev Karvat, Founder & CEO, Asego
Leveraging advanced analytics and data-driven insights, Asego has recorded a 15–20 per cent improvement in conversion rates and significant gains in operational efficiency across its partner network. The future is all about predictive service. AI-driven platforms will use live data to not only resolve issues faster but prevent them from happening in the first place. Our proprietary technology platform, Dolphin, is designed for travel agents and tour operators.
Paramdeep Singh Sidhu, CEO, AIR iQ
Our B2B travel platform has strategically integrated AI across key processes, beginning with contact centre automation that has reduced touchpoints by 20–30 per cent and significantly improved operational efficiency. AI-driven booking flows, reconciliation, and supplier mapping have empowered travel agents with faster insights and smarter decision-making. We are now expanding AI adoption into contracting and dynamic pricing.
Pankaj Nagpal, Managing Director, Travstarz Global Group
The use of right AI tools helps our agent partners to offer better products and services to their clients. Overall, we have not seen a major impact on our revenues so far, as we have observed that AI is used more as a tool for better planning, but the role of a travel agent still remains and, as such, has not impacted our business negatively. ChatGPT generated itineraries are dependent entirely upon the appropriate prompts. Generic itineraries generated on ChatGPT include a lot of misinformation.
Pranav Kapadia, Founder and Director, Global Destinations
While using AI has not yet led to a direct impact on revenue, it has changed the way we manage time, communication, and productivity. As a representation company, we deal with a lot of information — destination updates, content creation, campaign analysis — and AI helps us process all of that much faster. So, the impact is more on efficiency and quality of output. AI-generated itineraries are useful as a starting point, but they often lack local context.
