How Data, AI, and Ethical Innovation Are Shaping Travel in 2025

With data-driven technologies continuing to transform the travel industry, there’s an added focus on using AI and automation responsibly. 

Whether it’s improving passenger experiences, or ensuring ethical data governance, it’s pivotal for companies to strike a balance between innovation and privacy. 

In this article, Paris Bielby, Director of Data at CAVU, shares her thoughts on the biggest data trends of 2024 and what’s ahead for 2025. 

Paris shares insights on how generative AI is reshaping travel, why ethical data handling is critical, and how integration and personalisation will unlock new possibilities for passengers.

CAVU: What key data trends did you observe in 2024, and how do you expect them to evolve by 2025? 

Paris: Lately, there’s been a lot of excitement about large language models, like generative AI and ChatGPT. 

People have been chatting about how these technologies can streamline processes and enhance how we share essential information, socially and in business. 

But what’s encouraging is that my fellow subject matter experts are focusing on responsible data handling—examining how much data we collect and how we use it. I’m glad to see this conversation thriving and integrated into our CAVU data management practices.  

CAVU: How will data governance need to evolve in 2025 to ensure ethical AI use across the interconnected travel ecosystem? 

Paris: One way to strike a balance between consent, data usage, and responsibility is by looking at the overall trends of our visitors and users. 

This allows us to create thoughtful experiences without compromising individuals’ privacy or complicating consent around data use. 

Plus, it means that brands like CAVU can keep enhancing our products without depending on personal data. 

CAVU: What measures will be essential to safeguard passenger data from misuse in AI-driven systems within the travel industry? 

Paris: Mobility data offers a fantastic chance to help passengers enjoy more efficient and eco-friendly journeys, and it can be tailored based on various factors—even air quality! 

However, it’s crucial for companies to make sure this information is processed and presented in a way that’s clear and relevant for everyone. If they don’t, there’s a real risk of people getting mixed signals or being misled. 

CAVU: In 2025, how will data integration enable more seamless and efficient travel journeys? 

Paris: Generative AI is changing the game when it comes to booking experiences. It helps match up details like personal Information and flight dates across different platforms meaning fewer typing mistakes and a lot less hassle for users. 

I also find it exciting how weather and behavioural data can contribute to sustainability indicators. 

With more travellers looking for eco-friendly options, integrated data can give insights into the environmental impact of different travel choices, making it easier for everyone to make greener decisions. 

CAVU: What new forms of personalisation will be achievable by 2025, and how will data enable this transformation? 

Paris: When people think of personalisation, they often focus on offering tailored purchase opportunities to users, and while that’s part of it, it goes far beyond just sales. 

One aspect that’s often overlooked is how we can adjust experiences for specific groups, especially those who may be vulnerable or have unique neurodiversity needs. For instance, if autistic travellers are open to sharing information about their sensitivity to noise, travel brands could provide recommendations for quieter flight times or suggest terminal areas with peaceful, quiet zones. 

This level of personalisation not only improves their travel experience but also shows a real understanding of their needs.  

CAVU: How will data-driven technologies reshape airport and flight experience for passengers? 

Paris: The future of travel can be more inclusive of different passenger types – such as people sensitive to noise or busy crowds. 

While travel can be exacerbating for many people, there are ways that data can be used to advise on quieter travel times, routes and combined modes of transport. 

This creates a more inclusive industry and widens the pool of people who should be able to unlock their worldly and adventurous sides.  

CAVU: How can data insights optimise upselling and cross-selling at different stages of the passenger journey in 2025? 

Paris: When it comes to pre-travel upselling, it’s all about making things convenient. Using generative AI can help streamline how information is shared during transactions, leading to higher conversion rates.

During the travel experience, it’s more about understanding behavioural trends and passenger sentiments. If people in departure lounges are looking for more space, data can help manage the timing for when passengers are called to the gate, allowing everyone to move around more comfortably.  

After the travel experience, the focus shifts to how brands can get creative and incentivise feedback. If companies want to know what rewards or incentives their customers would appreciate, they need to offer something in return for that feedback. It’s a win-win to keep the conversation going!

Adopt a Data-Led Approach with Propel™

Data-led strategies are essential for driving growth and enhancing customer experiences. 

Propel™ supports these strategies by providing detailed reporting and crystal-clear insights into product performance and customer behaviour, allowing you to make informed decisions, optimise your offerings, and improve revenue management. 

Book a demo today to integrate data-driven insights into your strategic planning and operations. Boost revenue and increase passenger satisfaction with Propel™’s advanced analytics.