Artificial Intelligence (AI) already reaches an implementation of 65% in the B2B travel distribution business, according to the latest report released by HBX Group.
However, the technology company warns that the sector faces a relevant "bottleneck" due to the lack of specific training and the difficulties in incorporating these solutions into large-scale daily operations.
The report, under the title "The State of AI in B2B Travel Distribution", highlights that, although the technology is present for most agents —among them retail agencies, tour operators, and wholesalers—, the industry continues in an initial phase of testing and validation.
Despite its widespread presence, the analysis highlights that AI is mainly used in specific and secondary functions, such as content generation and streamlining or customer service, without yet being integrated as an essential part of the companies' operational core.
Even with these limitations, the general perception of the sector is predominantly positive regarding the effect that AI will have on the business.
According to data collected from HBX Group's global customer base, 64% of professionals state that AI is already improving their daily performance.
The strategic component is also high: more than half of the participants in the survey, specifically 55%, believe that this technology will be a determining factor for their success and their ability to compete in the coming years.
The document also points out the brakes that prevent faster adoption. Participants agree that the main obstacles are no longer purely technological and are now concentrated on the lack of training and institutional support within the companies themselves.
At the same time, relevant doubts remain regarding the reliability of the responses generated by AI and their ease of use, which causes a notable distance between the mere testing of new tools and the full confidence necessary to delegate critical business processes to them.
Looking at the medium term, HBX Group's analysis maintains that the new stage of B2B tourism will depend on the ability of organizations to simplify complex processes and obtain measurable results.
Market interest is shifting towards more advanced solutions linked to daily operations, with the aim of increasing real efficiency.
The report concludes that success will not lie in accumulating evidence with multiple tools, but in knowing how to apply them in a way that generates tangible value and transforms the profitability of the B2B business.