A session at ITB Berlin addressed AI bias in travel. Professor Fevzi Okumus of the University of South Carolina noted that AI can disadvantage certain groups in recruitment, service recommendations, and business visibility, making it harder for smaller operators and independent providers to compete. He urged treating AI as an enabler rather than a replacement and proposed a framework to audit AI systems for transparency, fairness, and trustworthiness.
A session at ITB Berlin discussed the overlapping global challenges, or 'polycrisis,' facing tourism. Experts noted consumers seek escape but also safety and seamless experiences. Aziz Abu Sarah of Mejdi Tours said the industry cannot ignore these issues and must engage in solutions. Euromonitor's Stephen Dutton said travel spending grows, but 'soft drivers' can make consumers hesitate.
In an ITB Berlin panel, executives from Booking.com, Google, Sabre, and Skyscanner discussed agentic AI in travel. Google's James Byers stressed differences from retail, suggesting autonomous agents may be a year away. Booking.com's James Waters highlighted trust as key: ~90% look forward to gen AI, but only single-digit percentages trust it to make decisions.