2023 Travel Trends: AI Integration, Staff Shortages, and Cybersecurity Challenges

2023 Travel Trends: AI Integration, Staff Shortages, and Cybersecurity Challenges

By Author

Published on December 31, 2023

In a data-driven overview, the travel and tourism industry is poised for a robust return to pre-COVID-19 levels, marking a remarkable comeback despite persistent challenges in staffing, cybersecurity concerns, and the integration of artificial intelligence (AI).

International tourism, a significant indicator of recovery, is expected to reach 90% of pre-pandemic levels by the end of 2023, according to data from the United Nations World Tourism Organization (UNWTO). The period between January and September witnessed a 38% increase in international tourist arrivals, totaling an estimated 975 million.

UNWTO Secretary-General Zurab Pololikashvili commented, "International tourism has almost completely recovered from the unprecedented crisis of Covid-19, with many destinations reaching or even exceeding pre-pandemic arrivals and receipts. This is critical for destinations, businesses, and communities where the sector is a major lifeline."

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The global market share of the travel and tourism industry has bounced back impressively, accounting for 7.6% of global GDP in 2022, with projections indicating a rise to 9.2% by the end of 2023. In 2019, this figure stood at 10.4% of global GDP.

As the industry experiences this resurgence, three main challenges have emerged in 2023 and are expected to persist into 2024, as highlighted by analysts from GlobalData.

1. AI Takes Center Stage

Artificial intelligence (AI) has become a transformative force across industries, and the travel sector is no exception. AI applications in tourism include monitoring hotel room maintenance, optimizing energy usage, demand forecasting, and adjusting room availability accordingly.

Nicholas Wyatt, Head of Analysis at GlobalData Travel and Tourism, notes, "Hotel operators are still trying to get to grips with this emerging yet possibly transformative technology, but many within the industry see great potential in it." Generative AI, particularly for labor-intensive and repetitive tasks, is gaining traction, allowing staff to focus on enhancing guest experiences.

AI chatbots, capable of making recommendations and addressing FAQs effectively, are becoming commonplace, inspired by successful models like Expedia's generative AI chatbot.

2. Chronic Staff Shortages

The travel industry grapples with a persistent issue of staff shortages, further exacerbated by the challenges of luring back workers who left during the pandemic. AI is positioned as a potential solution by freeing up staff time, allowing personnel to focus on customer service.

From 2022 to 2032, the travel and tourism sector is projected to add 126 million new jobs, according to the World Travel and Tourism’s Staff Shortages report. However, the industry faces obstacles, including political decisions affecting immigration policies, potentially shrinking the talent pool.

3. Cybersecurity Concerns

In 2023, cybersecurity breaches have become a growing concern for the travel and tourism sector. High-profile incidents, such as the cyberattack on MGM Resorts in September, and the data breach at Hilton in January, highlight the vulnerability of the industry.

Megan Cross, Associate Analyst at GlobalData Travel and Tourism, emphasizes the need for robust cybersecurity measures, especially given the industry's possession of highly valuable and sensitive guest data. The rise of digital platforms necessitates advanced cybersecurity practices to maintain customer trust in 2024.

Despite these challenges, the average stock prices of leading travel and tourism companies have remained steady throughout 2023, signaling resilience in the face of adversity. As the industry continues to recover, staying ahead in cybersecurity practices and embracing AI will be pivotal for sustained growth and customer trust.


MakeMyTrip Launches AI-Powered Natural Language Search for Hotels and Homestays

MakeMyTrip Launches AI-Powered Natural Language Search for Hotels and Homestays

By Manu Vardhan Kannan

Published on October 19, 2025

MakeMyTrip, India’s leading online travel platform, has introduced Semantic Search, an AI-powered feature designed to simplify the discovery of hotels and homestays. The feature allows travellers to type queries in everyday language, such as “pet-friendly hotels in Manali with a swimming pool” or “heritage stays near Jaipur forts with parking,” eliminating the need to manually navigate through multiple filters.

Built on the same AI framework as MakeMyTrip’s GenAI-enabled assistant, Myra, the Semantic Search system interprets open-ended queries to provide relevant, context-driven results tailored to individual preferences. Users receive personalized recommendations enhanced by property visuals, curated user-generated content, and context-based rankings.

The system also includes AI smart suggestions, offering recommendations like “beachfront hotels in Goa” or “Ooty stays with mountain views,” complete with context tags such as “great for families” or “private pools available.” This ensures faster, simpler, and more intuitive discovery for travellers seeking the perfect stay.

“Our goal is to make travel planning as natural as conversation. With AI Search within the stay booking experience, we’re simplifying one of the most important parts of the traveller journey, finding the right stay. Instead of forcing users to think like a system, we’ve built a system that understands how people naturally express themselves,” said Ankit Khanna, Chief Product Officer, MakeMyTrip.

This development builds on MakeMyTrip’s broader AI innovation strategy. Earlier this year, the company launched the Beta version of its GenAI Trip Planning Assistant, Myra, which supports travellers across the journey, from discovery and booking to in-trip and post-travel assistance. Currently available in English and Hindi, Myra also plans to expand into additional Indian languages based on user feedback.

With Semantic Search, MakeMyTrip aims to deliver a more natural, personalised, and efficient experience for travellers, taking the frustration out of finding the ideal stay and setting a new benchmark for AI-driven travel planning in India.


The First Group Hospitality Partners with Inntelo AI to Elevate Guest Experiences with AI-Powered Innovation

The First Group Hospitality Partners with Inntelo AI to Elevate Guest Experiences with AI-Powered Innovation

By Hariharan U

Published on October 16, 2025

The First Group Hospitality has announced a strategic partnership with Inntelo AI, a next-generation guest experience and operations platform, to introduce AI-native technology across its expanding portfolio of hotels. The collaboration aims to redefine how guests interact, communicate, and experience hospitality through advanced artificial intelligence.

Following a successful implementation at TRYP by Wyndham Dubai, The First Group is now set to integrate Inntelo AI across all its properties including the much-anticipated Ciel Dubai Marina – Vignette Collection by IHG, which is soon to claim the title of the world’s tallest hotel.

Through this integration, guests can look forward to a seamless digital concierge experience. From ordering room service and making restaurant bookings to scheduling local excursions or requesting amenities, everything can be done effortlessly via phone, WhatsApp, or voice commands in over 40 languages. This platform merges convenience, personalisation, and innovation, giving guests more control over their stay.

The collaboration aligns with The First Group Hospitality’s broader vision of embedding AI-driven intelligence throughout its business operations. The company already uses AI tools for revenue forecasting, rate optimisation, restaurant reservations, team scheduling, and guest satisfaction monitoring. This partnership with Inntelo extends that innovation into real-time service delivery and operational insights, connecting guest needs directly to hotel teams.

The First Group has always been at the forefront of innovation, carefully evaluating and implementing the latest solutions; having worked with Inntelo AI over recent months, we are incredibly excited and ambitious about how this cutting-edge AI technology sets us apart in the hotel management field,” said Tom Stevens, Senior Vice President of Hotel Operations, The First Group Hospitality. “This partnership with Inntelo AI will ensure every guest interaction, from arrival to departure, is powered by intelligence, efficiency, and personalisation.”

Echoing this sentiment, Asif Alidina, Co-Founder and CEO of Inntelo AI, added, “We are delighted to partner with the team at The First Group Hospitality, who truly understand the value of being a first mover in this space using an AI-native platform. This project future-proofs their operations and positions them to rapidly leverage the power of agentic and conversational AI across their portfolio long before many of their competitors. Our platform doesn’t just enhance service; it transforms how hotels operate, think, and scale.”

The First Group Hospitality and Inntelo AI’s partnership represents more than just a technology upgrade — it signals a new phase for the hospitality sector where data-driven insights and personalisation work hand-in-hand to elevate the guest journey.


BWH Hotels Launches AutoClerk Atlas to Redefine Property Management

BWH Hotels Launches AutoClerk Atlas to Redefine Property Management

By Hariharan U

Published on October 11, 2025

BWH® Hotels, the global hospitality group behind WorldHotels™, Best Western® Hotels & Resorts, and SureStay® Hotels, has introduced AutoClerk® Atlas, a next-generation Property Management System (PMS) developed in partnership with HotelKey.

This marks a major milestone in BWH Hotels’ technology journey, aimed at transforming hotel operations, improving guest experiences, and driving efficiency across its worldwide network.

AutoClerk Atlas is a reimagined version of the long-standing AutoClerk system, combining BWH Hotels’ expertise with HotelKey’s modern cloud-based platform. The collaboration brings together scalability, reliability, and smart automation to create a PMS that’s simple, powerful, and ready for the future of hospitality.

AutoClerk Atlas marks a pivotal step forward in our journey to reimagine both the guest and hotel team experience. Through partnering with HotelKey, we're introducing a world-class Property Management System that's scalable, intuitive, and future-ready,” said Bill Ryan, Senior Vice President and Chief Technology Officer, BWH Hotels.

Built to address today’s operational challenges, AutoClerk Atlas delivers, One-day onboarding with built-in training modules for quick adoption, Automated payments and reconciliation to streamline daily tasks, Actionable guest insights that empower teams to offer personalized service, Deep integration with existing and third-party systems for seamless connectivity.

Aditya Thyagarajan, Co-Founder and President of HotelKey, said, “We are excited to bring AutoClerk Atlas powered by HotelKey to BWH Hotels, driving operational excellence and delivering a seamless, elevated guest experience.”

Fareed Ahmad, Co-Founder and CEO of HotelKey, added, “Our partnership with BWH Hotels reflects a shared commitment to innovation and long-term success. We’re focused on delivering a smooth transition and giving hotel teams the tools they need to thrive in an evolving industry.”

With AutoClerk Atlas, BWH Hotels continues to invest in technology that supports growth, enhances guest satisfaction, and simplifies operations for its vast network of nearly 4,300 hotels worldwide.

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