Travel’s New Age: The Power of AI and Aviation Dataset

This year at Phocuswright Europe, VariFlight participated in the event. They explained how AI and smart digital assistants change travel. AI helps people plan trips better, manage travel operations, improve marketing, and enhance traveler experiences.

Why Aviation Data Matters

Real-time flight data allows travelers and businesses to quickly adapt to disruptions, minimizing uncertainty and enhancing travel planning.

Improved experiences: With live insights, companies can deliver personalized alerts, optimize schedules, and better support their customers.

AI integration: Aviation data becomes rapidly more valuable when paired with AI, enabling predictive analytics, smarter recommendations, and automation across the travel journey.

AI Agents, Trends, and Smart Travel Planning

AI agents use real-time flight data to plan flexible trips, suggest faster routes, and change bookings when flights or airports cause delays.

Intelligent assistants offer personalized travel suggestions—such as hotels, transportation, or activities—based on current context and user history.

Working efficiency: Travel companies use data + AI to streamline staffing, manage resources, and improve customer service.

Digital Identity and Seamless Travel

Digital ID tools keep your data safe, making booking easy, speeding up security checks, and simplifying hotel check-ins.

Trusted digital ID systems protect your data and let you control how you use it, making travel easy and hassle-free.

EU leadership: The EU Digital Identity Wallet initiative shows how government-driven infrastructure can enhance traveler freedom, reduce friction, and boost safety.

The Role of Data in AI Agent Era

Clear and concise content matters. Since AI answers most travel questions, companies should write in a way that both people and machines can easily understand.

Brands need to supply aviation data that is accurate and well-documented. This data should be accessible through APIs. Only then can brands stay visible in AI-driven search and recommendation systems.

People still want personal touches and reliable information at every step—even when AI helps plan their trips.

Distribution Models and Industry Shifts

Changing middlemen: The rise of AI raises questions about the future of OTAs, bulk agents, and even GDS systems. Some roles may evolve, while others may fade unless they adapt.

End-to-end experience: Though AI agents can automate booking, disruptions still require human touchpoints. Emotional support, judgment, and flexibility remain key advantages of traditional channels.

NDC and retailing: Major airlines are increasing surcharges on legacy GDS bookings and pushing for direct channels via NDC. The shift favors modern platforms with data integration and flexible APIs.

AI-Driven Travel Content and SEO

AI-first visibility: Brands must now optimize content not just for users but also for LLMs. This includes schema markup, structured product descriptions, and semantic clarity.

Search engines now focus on user intent and query meaning, not just clicks. To keep up, companies should create clear, answer-focused content that AI can quickly summarize.

OTA Trends: New models are appearing, but OTAs still dominate Europe because customers like to compare prices. Travel brands need to balance visibility across AI and aggregator platforms.

Vertical Innovations in Travel

Hotels are quickly upgrading their systems. They use smart tools for booking, check-in, and loyalty programs to match rising guest expectations.

Ground transport: Multi-modal travel and seamless connections are gaining traction. Real-time data and flexible rebooking are crucial for airport-to-destination experiences.

Destination experiences: OTAs, airlines, and payment platforms are competing for control over in-destination experiences, leveraging reviews, rewards, and personalization.

Eco-friendliness and Responsible Travel

Eco-efficiency: The industry is under pressure to reduce carbon emissions. Airlines are investing in sustainable fuels, while travel managers prioritize carbon tracking and offset options.

SME impact: Greener travel often comes at higher costs, especially for small businesses. Governments and platforms should support low-carbon travel by offering subsidies and incentives.

Phocuswright Research Highlights

Many people use GenAI to get travel ideas, between 28% and 54%. But only 20% to 30% actually make decisions based on its advice. Trust, privacy, and data accuracy remain barriers.

Instagram is the top platform for finding travel ideas. YouTube is next, offering more detailed content, while TikTok works well for promoting destinations. Many airlines now allocate more budget to social than search.

Behavioral insights: Despite digital innovation, price, convenience, and comfort still drive European traveler decisions. AI must meet these fundamental requirements to be truly effective.

Insights from Key Industry Leaders

Expedia: AI will become the backbone of complex trip schedule planning. Within five years, reliable AI agents will manage logistics from booking to in-destination support.

Google: With more search results being AI-generated, brands must prepare content that is AI-friendly. Success depends on balancing visibility with conversion.

Booking.com: Ensuring digital security is vital as issues like false info, phishing, and fake listings continue to rise. Building trust through accurate data and transparent design is key.

Lufthansa: Despite tech advances, human service remains essential. Airlines need to merge automation with empathy, especially in customer support and irregular operations.

Dida Travel: Travel is still an industry centered around people. While agents and AI enhance efficiency, emotional value and tailored assistance will remain competitive advantages.

EU Digital Identity Wallet (EUDI): A game-changing solution for secure and cross-border digital identity. While offering convenience, it must address concerns over data privacy, user consent, and over-identification.

Conclusion: DataWorks powers the future of AI-driven travel

The future of travel is intelligent, real-time, and data-driven. As more people use AI agents, businesses need to make sure their content and systems are easy for machines to read and connect with.

DataWorks, the aviation data brand under VariFlight, delivers trusted and scalable datasets to support this transformation.

DataWorks uses real-time flight and passenger data to help travel companies make faster, smarter decisions. Today, smart travel depends on reliable flight data. It serves as the basis for smooth, timely, and personalized travel experiences.