Despite detailed searching and planning, even the best laid travel plans can go wrong. If a flight is cancelled, travelers require near-instant information to complete their journey. If they can't find it at the airport, they need someone to call 24/7. For travel companies, new technologies have raised traveler expectations but also offer new opportunities to stand out from the crowd. So how can travel companies innovate to offer the best service possible?

I was delighted to speak about artificial intelligence (AI) at IATA's Impact of Artificial Intelligence in Aviation Webinar together with three other panelists. We covered a range of topics during the webinar – from how AI will reshape travel to the competing moral views among tech leaders like Elon Musk and Mark Zuckerberg. AI, and in particular machine learning, is very important for Amadeus. We believe AI will simplify the travel journey. In a nutshell, people will spend much less time arranging travel and much more time enjoying the travel experience.

Machine learning may sound like it belongs in the distant future or in science-fiction films, but we're already seeing how it could be applied to our own technology and the impact it could have on the travel industry. It is a form of artificial intelligence allowing computers to learn from examples rather than having to follow step-by-step instructions. In fact, there is already machine learning integrated into everyday technologies, such as automatic tagging of your photos with image recognition. So what does machine learning mean for the travel industry, and how can we harness it? Examining technology trends like these is a vital process for Amadeus to continue at the forefront of our industry, allowing us to anticipate the trends and challenges affecting our customers and travellers.