Beyond chatbots, is AI working in travel?

At Phocuswright Europe 2026, experts discussed the actual effectiveness of AI in the travel industry. Mario Gavira, CMO of Travelier, said that while AI has been accepted as an efficiency driver and cost reduction tool, there have been no 'consumer-facing killer features.' Chatbots are widely used for conversational search, but conversion rates are extremely low. The panel also discussed startup survival, regulation, and redistribution of human resources.