Artificial intelligence (AI) has become the travel industry’s newest obsession . Airlines and hotel chains are spending more than ever to modernize operations and improve efficiency. But according to new research, much of that investment still isn’t reaching the traveler.

Amperity’s 2025 State of AI for Hotels & Airlines paints a picture of high enthusiasm and low readiness: 96 percent of companies plan to maintain or increase AI spending this year, yet only 12 percent feel strongly that they’re prepared to deploy it at scale. Just 35 percent are using AI in guest-facing experiences. The rest are still experimenting quietly behind the scenes.

“AI adoption varies widely across the industry,” Amperity CEO Tony Owens told Newsweek . “Our survey found that most hotels and airlines use

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