Major investors in the travel sector are deploying artificial intelligence across three distinct strategies, each addressing a separate segment of the industry. One company is using AI to simplify administrative tasks, while another is applying it to raise premium travel offerings. A third investor believes AI-focused businesses will purchase and transform traditional travel firms to bring them into the modern era.
Automation of back-office functions
Certares, which operates travel agencies, cruise lines, and hotels, has begun using AI to minimize manual labor for its advisors. Greg O’Hara, the firm’s founder, said that AI can manage repetitive functions such as assembling trip details, freeing agents to devote more time to client interactions. For instance, a cruise consultant previously handled 13 interactions per booking, but AI now reduces back-office preparation time from 75% to just 5–10% of their workload.
O’Hara stressed that the system is designed to supplement, not replace, human judgment. He said AI helps agents provide better service by leveraging existing expertise. The initiative seeks to enhance service standards while increasing profitability.
Curating luxury experiences
Revolution, which owns Inspirato and holds stakes in Onefinestay and Clear, is leveraging AI to refine high-end travel options. Through its real estate and hospitality division, the company targets affluent clients via Exclusive Resorts, a network of luxury properties in Costa Rica and Hawaii with 25,000 members. Steve Case, Revolution’s CEO, explained that AI helps pinpoint elite choices without overwhelming customers with excessive options.
Case noted the challenge of abundance, clients often prefer curated recommendations over an overwhelming array of selections. He said AI aids discovery but that the ultimate value comes from trusted human guidance. The approach assumes AI will not disrupt luxury travel but will instead strengthen it by easing decision-making for wealthy buyers.
AI-driven acquisitions transforming established firms
General Catalyst, managing nearly $50 billion in assets, anticipates that AI-focused companies will acquire and modernize traditional travel businesses. The firm supported Long Lake’s 2023 acquisition of American Express Global Business Travel (Amex GBT), part of a strategy to integrate AI into legacy operations. Kenneth Chenault, General Catalyst’s chairman, observed that Long Lake acquired 30 companies in a short period, with AI adoption accelerating over time, the initial deal took six months, while later acquisitions required only weeks.
Chenault identified two key objectives: operational efficiency and revenue growth. He said Long Lake focused on both improving operations and driving sales.