ITB Berlin 2025 – eTravel Stage – “Best Practices: How AI reshapes Travel”. Photo source: ITB Berlin
The travel industry is embracing Artificial Intelligence (AI) to streamline the booking process, offering smarter and more personalized experiences for customers.
At the recent ITB Berlin Convention, leading industry players showcased how AI is reshaping travel bookings, with both Lufthansa and TUI making significant strides in this area.
Speaking during a panel discussion, Dr. Olaf Backofen from Lufthansa explained that while 60 percent of their customers still prefer the traditional booking system through the website, the airline is exploring new methods.
The Lufthansa Group is already using AI to optimize content generation and running tests on “Conversational Booking” through its subsidiary, SWISS. According to Backofen, this innovation aims to make the booking process more interactive, using AI-powered chat solutions to better engage customers.
André Exner from TUI Group, Dr. Olaf Backofen from Lufthansa and Michael Guimet from Microsoft Copilot. Photo source: ITB Berlin
Similarly, André Exner from TUI Group highlighted that the tour operator has integrated AI in its customer service approach.
With 1,500 AI assistants working across its travel agencies, TUI is enhancing the speed and quality of customer interactions, Exner informed. In the UK, TUI’s vacation assistance app allows users to book vacations either traditionally or through a chatbot, giving them more flexibility and a quicker booking experience.
As AI technology evolves, its impact on the industry is set to deepen.
During the panel discussion, Michael Guimet from Microsoft Copilot predicted that AI models will continue to double in performance every six months, bringing more comprehensive advancements that will further optimize the travel booking experience.
The ITB Berlin Convention took place as part of the ITB Berlin tourism expo held March 3-5 at the Berlin Exhibition Grounds.
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