Travel's AlRevolution:BalancingTech and TouchA report by the IMD Centerfor Future Readinessby Howard Yu,Jialu Shan,Alexandre Sonderegger,Lawrence Tempel,Yulia Maslova,and Tianchen LiIM/Center forFuture ReadinessContents182432383ExecutiveFrom Al-powered bookings to strategic technologyinve stments,discover how top companies fuse Al withauthentic experiences-and why loyalty is your ultimatedefense against disruption.summaryHow can travel companiesstay ahead?State of play-Al isthe game-changer01Which businesses will thrive?Urgent but not overnight-buildingWhich are at risk?sustainable future readinessautonomous decision-malngFour major forcestransformingtravel in 202502Personalization digitaltransformationHow companies can preparewith user-friendy mobile apps chatbots,andSustainability and 'eco-friendliness'Bleisure'travelHow companies can prepareHow companies can prepare12Financial resilience anddiversificationImportance of strong cash flow andpioneering winning technologiesHow companies can prepareAl technology underpins thesefour trendsActionableindustry insights:Connectingtravel trends tocompany success03Measuring future readiness:The Travel Industry Futurethe seven core factors20TravelElements that underpin the highand low scoresHQ81USAUSA741USAUSAUSABalance sheet health (cash and debt)UKUKHyattUSAUSA384323UKUSA255USAAir France-KLM242207USAUSAUSAChinaUSAUSA2223Future readinessby sector0425AirlinesMost future-ready airline:DeltaTop performersAr Fance-KLM(22,=242)scheduing-Dettais combining improved会.DELTA26Online Travel Agencies (OTAs)Most future-ready platform:Booking HoldingsTop performersUpper-mid performersLower performers28