Startups
41 resp.
55.4%
Incumbents
33 resp.
44.6%
Do you think large language models like ChatGPT and generative AI, in general, will favor large incumbents with more resources or new, AI-native upstarts?
74 out of 74 answered
Which existing travel players (you can pick up to 3) do you think will MOST EXCEL with generative AI and benefit from this technology in the next two years?
73 out of 74 answered
Airbnb
43 resp.
58.9%
Google
40 resp.
54.8%
Microsoft
25 resp.
34.2%
Booking.com
23 resp.
31.5%
Hopper
18 resp.
24.7%
Expedia
14 resp.
19.2%
Tripadvisor
12 resp.
16.4%
GetYourGuide
10 resp.
13.7%
Kayak
8 resp.
11%
Trip.com
3 resp.
4.1%
TravelPerk
2 resp.
2.7%
Other
6 resp.
8.2%
Which existing travel players (you can pick up to 3) do you think have THE MOST TO LOSE with generative AI and benefit from this technology in the next two years?
69 out of 74 answered
Expedia
31 resp.
44.9%
Tripadvisor
30 resp.
43.5%
Booking.com
29 resp.
42%
Google
20 resp.
29%
Kayak
17 resp.
24.6%
GetYourGuide
13 resp.
18.8%
Trip.com
10 resp.
14.5%
Airbnb
8 resp.
11.6%
Microsoft
7 resp.
10.1%
TravelPerk
6 resp.
8.7%
Hopper
4 resp.
5.8%
Other
2 resp.
2.9%
Do you think today's large performance travel advertisers will spend more, similar, or less money on Google in two years than they do now?
74 out of 74 answered
Less
40 resp.
54.1%
More
17 resp.
23%
Similar
17 resp.
23%
How much impact will generative AI have on improving overall efficiency and customer experience on the following travel subcategories?
74 out of 74 answered
| 1 No impact | 2 | 3 | 4 | 5 Very large impact | |
|---|---|---|---|---|---|
| Flights | 2.7% (2 responses) | 26% (19 responses) | 26% (19 responses) | 24.7% (18 responses) | 20.5% (15 responses) |
| Accommodations | 2.7% (2 responses) | 17.8% (13 responses) | 21.9% (16 responses) | 39.7% (29 responses) | 17.8% (13 responses) |
| Tours & Activities | 2.7% (2 responses) | 12.2% (9 responses) | 13.5% (10 responses) | 27% (20 responses) | 44.6% (33 responses) |
| Insurtech / Fintech | 5.6% (4 responses) | 33.3% (24 responses) | 25% (18 responses) | 22.2% (16 responses) | 13.9% (10 responses) |
| Online Travel Agencies | 2.7% (2 responses) | 13.5% (10 responses) | 23% (17 responses) | 33.8% (25 responses) | 27% (20 responses) |
| Business Travel | 6.8% (5 responses) | 19.2% (14 responses) | 27.4% (20 responses) | 30.1% (22 responses) | 16.4% (12 responses) |
| Travel Planning | 1.4% (1 response) | 11.1% (8 responses) | 6.9% (5 responses) | 23.6% (17 responses) | 56.9% (41 responses) |
| Luxury travel | 14.1% (10 responses) | 31% (22 responses) | 25.4% (18 responses) | 21.1% (15 responses) | 8.5% (6 responses) |
| Rental cars | 15.9% (11 responses) | 31.9% (22 responses) | 34.8% (24 responses) | 13% (9 responses) | 4.3% (3 responses) |
Please rate how much the following functions will need to learn and adapt to the new world of generative AI in the next 12 months.
73 out of 74 answered
| 1 Not at all | 2 | 3 | 4 | 5 A whole lot! | |
|---|---|---|---|---|---|
| Marketing | 1.4% (1 response) | 5.5% (4 responses) | 13.7% (10 responses) | 19.2% (14 responses) | 60.3% (44 responses) |
| Sales | 1.4% (1 response) | 9.6% (7 responses) | 27.4% (20 responses) | 34.2% (25 responses) | 27.4% (20 responses) |
| Engineering | 1.4% (1 response) | 4.2% (3 responses) | 9.7% (7 responses) | 27.8% (20 responses) | 56.9% (41 responses) |
| Product | 1.4% (1 response) | 4.2% (3 responses) | 20.8% (15 responses) | 23.6% (17 responses) | 50% (36 responses) |
| HR | 7.1% (5 responses) | 25.7% (18 responses) | 40% (28 responses) | 21.4% (15 responses) | 5.7% (4 responses) |
| Finance | 8.3% (6 responses) | 20.8% (15 responses) | 38.9% (28 responses) | 16.7% (12 responses) | 15.3% (11 responses) |
| Operations | 5.6% (4 responses) | 12.5% (9 responses) | 26.4% (19 responses) | 27.8% (20 responses) | 27.8% (20 responses) |
| Customer service | 0% (0 responses) | 0% (0 responses) | 5.6% (4 responses) | 19.4% (14 responses) | 75% (54 responses) |