The advance of artificial intelligence (AI) across society as a whole seems unstoppable. In fact, some recent studies indicate that by 2030, it could account for 3.5 percent of global GDP, with a cumulative economic impact of 18 trillion euros. And, naturally, the transformation it will bring about will not leave any sector of production untouched, including the tourism and travel industry.
In light of this emerging trend—which is already a reality—Beroni has conducted a new study in collaboration with the National Observatory of Outbound Tourism (ObservaTUR) focused on this emerging technology and its potential impact on the tourism ecosystem, based on feedback from travel agencies.
According to Beroni’s report, and in order to prepare for this new scenario, 60 percent of companies in this sector believe the government should promote artificial intelligence in this field, as a large majority of professionals in this subsector admit they have not yet formed an opinion on the matter.
As for the best approach to achieving this, opinions vary, although the most commonly cited options are specialized training (with an average score of 8.47) and financial assistance (with a similar score of 8.39).
The implementation of plans to improve digitalization—similar, for example, to the Digital Kit (8.36 points)— and subsidized internship programs for SMEs, through partnerships with universities and specialized educational centers (7.89 percentage points), are other measures highlighted by travel agents for consideration by the government, with the aim of continuing to promote AI and preparing for a future that is already here.
The proposal that received the lowest rating in the Beroni survey of distribution professionals is the one to provide direct subsidies for hiring new talent, which scored only 7.88 points.
Josep Bellés, CEO of Beroni: “AI is one of the technologies that could have the greatest impact in the coming years, not only in the tourism and travel sector, but also within travel agencies themselves. And what the survey conducted by Beroni in collaboration with ObservaTUR shows is that professionals, far from rejecting it, embrace and accept it—but within a broader framework of understanding. And that is why they want to receive reliable training—ideally with government support—to improve the quality of their services and thereby better secure their future.”
