Ensuring AI Benefits Everyone in Travel
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.
Impact and considerations
The widespread use of AI in travel may exacerbate inequality, challenging small businesses and independent providers, and affecting the diversity of the business travel ecosystem.
Key points
- AI can introduce bias in recruitment, recommendations, and visibility.
- Smaller operators and independent providers face increased competitive pressure.
- Okumus urges treating AI as an enabler, not a replacement for human decision-making.
- A framework is needed to audit AI for transparency, fairness, and trustworthiness.
Sources and time
- Primary source
- PhocusWire / Phocuswright
- Other sources
- 0
- First source publication
- 30 Mar 2026, 14:00
- Page published
- 16 Aug 2026, 08:07
- Last updated
- 30 Mar 2026, 14:00
- Original links
- PhocusWire All News：Ensuring AI benefits everyone in travel | PhocusWire (opens in a new tab)Primary source · en · Published 30 Mar 2026, 14:00