target audience: TECH SUPPLIER Publication date: Jul 2024 - Document type: IDC Survey Spotlight - Doc Document number: # US52467024
How Are Hospitality and Travel Brands Investing in GenAI?
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Abstract
This IDC Survey Spotlight explores how hospitality and travel organizations are planning to invest in and deploy generative AI (GenAI) projects. The data from IDC's May 2024 Future Enterprise Resiliency and Spending Survey, Wave 5, indicates that hospitality and travel organizations are prioritizing GenAI as part of their overall innovation strategy, but they plan to take measured approaches as they fine-tune appropriate use cases leveraging both partners and internal talent to develop and train GenAI models.
"Travel and hospitality are increasingly adopting and applying GenAI capabilities to enterprise systems to improve guest and employee experience," says Dorothy Creamer, senior research manager, Hospitality and Travel Digital Strategies at IDC. "There will continue to be a need for technology partnerships in order to bring security and scale to GenAI solutions. However, hospitality and travel brands still have a desire to fine-tune and customize GenAI models to their organizations' specific needs. As hospitality and travel organizations continue to operate numerous legacy systems with complex integrations, GenAI capabilities can serve a purpose to unburden staff from manual processes, but this puts added pressure on the proper training of GenAI models to ensure accurate and valuable answers are being produced."