Background
Serko, a leading business travel technology company, needed to understand the landscape of AI usage in US business travel to identify opportunities for solution development and market positioning. With AI rapidly transforming various industries, Serko sought data-driven insights into how business travellers currently use AI and where the greatest opportunities lie.
The Challenge
The business travel sector was experiencing rapid technological change, but Serko lacked concrete data on AI adoption patterns, pain points, and opportunities among US business travellers. Understanding these dynamics was crucial for developing targeted AI solutions that would resonate with their market.
The Research Approach
Insights Exchange conducted a comprehensive quantitative study of frequent US business travellers. The research examined AI usage across five key trip phases: pre-trip research, pre-trip booking, in-trip booking, change management, and post-trip administration.
What We Delivered
Our research highlighted several broad trends in how business travellers are engaging with AI.
Opportunities were strongest in areas that directly impact efficiency and traveller experience, particularly around managing trip changes and handling post-trip administrative tasks such as expenses. These stages of the journey remain time-intensive and present clear potential for automation and process improvement.
The study also found that a growing group of early adopters is already incorporating AI into their travel routines, offering valuable insight into emerging behaviours and integration preferences that can guide future solution development and market strategy.
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