AI is already helping travel buyers address geopolitical risks, but overall adoption levels remain low | News
Business travel fair Europe – June 24–25, 2026, Excel London
AI is already delivering tangible benefits to travel buyers – especially in dealing with geopolitical disruption, the biggest challenge facing the industry in 2026 – according to data from Business Travel Show Europe.
While BTN Intelligence research shows that AI adoption is still in the early stages, the Business Travel Show Europe survey shows that around 1 in 10 buyers already see value in AI, with the strongest benefits directly aligned with their most pressing challenges: geopolitical risks, rising costs and traveler safety.
AI tackles travel’s biggest challenge: geopolitical uncertainty
The research shows that geopolitical instability is the top concern for 46.5% of travel buyers, but it is also one of the clearest areas where AI is already having an impact.
● 10.08% of buyers already benefit from AI-driven real-time geopolitical risk analysis, allowing them to monitor disruptions, assess security and respond faster to global events.
● AI also delivers cost savings (10.92%) and addresses inflationary pressures affecting 36.5% of buyers. Jet fuel price increases will only exacerbate these concerns.
● 9.24% report improvements in duty of care, with AI supporting traveler tracking, alerts and risk mitigation.
A sector on a rollercoaster: optimism versus caution
Despite these early wins, travel buyers remain divided between enthusiasm and concern, creating what can best be described as a “rollercoaster” of sentiment toward AI.
On the one hand, buyers see strong future potential:
● 64.71% expect improved, more personalized travel experiences
● 62.18% mention cost optimization and deal finding
● 61.34% indicate an improved duty of care
● 60.50% see value in sustainability and ESG tracking
● 59.66% want scenario modeling to better plan for disruptions
● 48.74% are optimistic about geopolitical risk analysis – reinforced by those already seeing results
Risks remain paramount
At the same time, buyers are cautious about adopting AI at scale, especially in high-risk environments such as travel management, where security, compliance and accuracy are critical.
Key concerns include:
● Misinformation, disinformation and prejudice (75.63%)
● Data privacy and security risks (66.39%)
● Legal and compliance exposure (47.06%)
● Uncertainty around supplier strategy and pricing (25.21%)
AI as a decision support tool, not as a decision maker
Elisabetta Gibertoni, Global Travel & Events Senior Manager at LivaNova is currently using AI. Its uses and concerns mirror those of the survey results. She said: “We are using AI to improve traveler information searches to support bookings and help users find travel policy details, starting with chatbots and moving to more advanced use cases.
“The main concerns I have are data quality, transparency and maintaining human oversight of critical decisions. AI should be used as a decision support tool – not a decision maker – and organizations should focus on controlled, low-risk applications first.”
A progressive but cautious industry
Louis Magliaro, Executive VP of The BTN Group, organizer of the Business Travel Show Europe, added: “This data shows that our industry is taking a progressive stance towards AI. We recognize its potential to transform travel management – especially in areas such as geopolitical risk and cost management – and there is a clear demand for practical solutions that deliver measurable value.
“However, as a data and regulatory industry, we also need guardrails. Buyers want proof that AI is safe, compliant and effective before scaling adoption. Watching how early adopters use these tools will be critical.”
From promise to practical application
As attention turns to how to scale adoption quickly and safely, Business Travel Show Europe, taking place at Excel London from 24 to 26 June, will provide a platform for buyers to explore their many AI-related questions, expectations and concerns through expert panels, real-world examples and practical frameworks.
Highlights include the session: “AI show and tell: how travel managers are using AI today,” where early adopters will share first-hand experiences and Elizabeth West will present new European research findings from the aforementioned BTN Intelligence report.
The event will also bring together more than 200 travel suppliers and a global community of peers to help buyers build more resilient, future-proof travel programs.
Business Travel Show Europe: June 24-25, Excel London.Register now for free.
