Has AI Revolutionised Customer Experience in the Tourism and Hospitality Industry? A Review of the Future Research Agenda

Abstract

Abstract The advent of Artificial Intelligence (AI) has sparked a transformative revolution across numerous industries, and the tourism and hospitality sector is no exception. This paper delves into the profound impact of AI on customer experience within tourism and hospitality, aiming to elucidate the extent to which AI technologies have reshaped various facets of customer interactions, service delivery and overall satisfaction within this domain. This study seeks to uncover insights into how AI has revolutionised the customer journey in tourism and hospitality through an exhaustive review of existing literature encompassing peer-reviewed articles, conference papers, white papers and reports published between 2017 and 2024. In the authors’ quest of synthesising key findings, identifying emerging trends and highlighting challenges and opportunities, this review not only provides valuable insights for industry practitioners seeking to adapt to the AI-driven landscape but also serves as a roadmap for researchers and policymakers keen on understanding the implications of AI adoption within the tourism and hospitality industry. From personalised recommendations and AI-driven chatbots to predictive analytics and robotics, the study explores how AI technologies have redefined customer experiences, offering unparalleled innovation and efficiency optimisation opportunities. Through a critical examination of the existing literature, this review sets the stage for future research endeavours, identifying gaps in knowledge and proposing a comprehensive research agenda to further elucidate the transformative potential of AI in shaping the future of tourism and hospitality.