The travel industry deals with change on a daily basis, always navigating world events, shifts in customer expectations and new technologies.  AI is the latest development creating both opportunity and uncertainty. Many businesses can see the potential of AI, but are understandably asking where they should start, what the right tools are and how to use them responsibly. 

That is why ABTA has created an AI support hub for ABTA members. ABTA's aim is to help you decipher information and find relevant support that can help you explore AI opportunities with confidence. As with so much of ABTA’s work, this is about giving members practical information, expert insight and access to the right Partners so you can make informed decisions for your business.

AI can support travel businesses in many ways and, used well, it can help teams save time, improve consistency, research new information and make better use of the information they already hold. But AI works best when it supports professional expertise, not replacing it, and when it is introduced alongside human judgement and experience.

The AI support hub is designed to be a helpful starting point, bringing together Partner insights, offers and helplines and introduces members to ABTA Partners that can help with AI strategy, selecting the right tools, training and governance.

If you’re exploring AI or simply want to understand what support is available, please visit the AI support hub to ensure you’re adopting AI in a way that genuinely supports your business.