{
  "@context": "https://schema.org",
  "@type": "Observation",
  "id": "exec-ai-improves-personalisation",
  "label": "US travel executives reporting AI improves personalisation",
  "question": "What returns do travel executives report from AI?",
  "answer": "33% of US travel executives say AI improves customer personalisation and 36% report higher-quality outputs.",
  "value": 33,
  "display": "33%",
  "unit": "percent",
  "evidence_type": "survey",
  "period": "September 2025",
  "period_iso": "2025-09",
  "year_on_year_pct": null,
  "comparison": {
    "label": "higher-quality outputs",
    "display": "36%",
    "value": 36
  },
  "geography": "United States",
  "topics": [
    "airlines-distribution",
    "economics"
  ],
  "sample": "86 mostly US-based travel executives, surveyed for Remapping travel with agentic AI (McKinsey with Skift)",
  "methodology": "McKinsey with Skift, Remapping travel with agentic AI, September 2025. Sample of 86 mostly US-based travel executives — small enough that the levels are directional rather than precise.",
  "confidence": "medium",
  "verified_against_primary": true,
  "source": {
    "id": "mckinsey",
    "name": "McKinsey & Company",
    "type": "consultancy",
    "url": "https://www.mckinsey.com/industries/travel/our-insights/remapping-travel-with-agentic-ai",
    "homepage": "https://www.mckinsey.com/industries/travel/how-we-help-clients"
  },
  "located_via": null,
  "last_checked": "2026-10-02",
  "page_url": "https://travel.rankwit.ai/data/exec-ai-improves-personalisation"
}