Some travel buyers are using AI to create tangible benefits for their programmes but adoption remains low, with caution persisting about using the technology “at scale”, according to a survey by Business Travel Show Europe.
The poll, which was completed by 192 respondents (mostly based in the UK and mainland Europe), found that around 10 per cent of buyers were already “seeing value” from AI in key areas such as navigating geopolitical risk, tackling rising costs and improving traveller safety.
Around 11 per cent of buyers said that using AI was delivering cost savings at a time of rising travel prices, while 10 per cent said it was allowing them to better monitor disruptions, assess safety and respond faster to global events in “real time”. AI is also helping 9 per cent of respondents to improve traveller tracking, provide alerts and mitigate risks.
The survey found a fairly even split between enthusiasm and concern from buyers over the use of AI within their programmes.
On the positive side, respondents expect AI to enable the creation of more personalised travel experiences (65 per cent), help them to optimise costs and find the best deals (62 per cent), improve duty of care for travellers (61 per cent), and assist the tracking of sustainability and ESG metrics (60 per cent).
But there are also concerns about the use of the technology, such as the potential for misinformation, disinformation and bias, which was cited as an issue by 76 per cent of respondents. Data privacy and security risks are also areas of concern for 66 per cent of buyers.
Other worries include legal and compliance and exposure (47 per cent), as well as uncertainty about how AI will impact supplier strategies and pricing (25 per cent).
Elisabetta Gibertoni, global travel and events senior manager at LivaNova, said during an interview that her organisation was already using AI to support booking and to help users find travel policy details “starting with chatbots and moving into more advanced use cases”.
“The main concerns I have are data quality, transparency and maintaining human oversight in critical decisions,” she added. “AI should be used as a decision-support tool — not a decision-maker — and organisations should focus first on controlled, low-risk applications.”
The Business Travel Show Europe survey results reflect the findings from the recent BTN Intelligence report into the impact of AI on corporate travel management.
Louis Magliaro, executive VP of The BTN Group, which organises Business Travel Show Europe, added: “This data shows our sector has a progressive attitude towards AI. We recognise its potential to transform travel management — especially in areas like geopolitical risk and cost control — and there is clear demand for practical solutions that deliver measurable value.
“However, as a data- and regulation-heavy industry, we also need guardrails. Buyers want proof that AI is safe, compliant and effective before scaling adoption. Watching how early adopters are using these tools will be key.”
Business Travel Show Europe takes place on 24-25 June at Excel London, with AI set to be one of the biggest talking points at this year’s show. This will include a session entitled “AI show and tell: how travel managers are using AI today”, where early adopters will share their experiences of using the technology.