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McKinsey & CompanyAnalysis

35%

4%2022 annual reports

Largest travel companies mentioning AI in annual reports

How fast did AI reach the travel industry's boardrooms?

35% of the Skift Travel 200 mentioned AI in their 2024 annual reports, up from about 4% in 2022.

For comparison2024 annual reports · Global
Largest travel companies mentioning AI in annual reports · Global35%
2022 annual reports4%

31 points apart

McKinsey & Company

An eightfold rise in two years, measured in the documents companies are legally careful about rather than in marketing material. It is the cleanest available evidence that AI moved from experiment to disclosed strategy.

Source

McKinsey & CompanyConsultancy
Open the original documentopens the original document on the publisher's site
Reference period
Geography
Global
Evidence type
Analysis
Sample
Skift Travel 200, the largest publicly traded travel companies
For comparison
2022 annual reports: 4%
Last checked

Method

Analysis of the Skift Travel 200, the largest publicly traded travel companies, in Remapping travel with agentic AI (McKinsey with Skift, September 2025). Counts any mention of AI, so it measures salience rather than deployment.

Method →

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