Artificial Intelligence in Online Travel Agencies

OTAs have increasingly adopted advanced technologies to deliver more personalized and efficient services. In Portugal, where tourism plays a crucial economic role, this technological shift presents an opportunity to enhance competitiveness and offer customers a more distinctive experience. This study examines the use and future perceptions of technology and artificial intelligence in the tourism, with a particular focus on the accommodation platforms, exploring perspectives from both consumers and companies, namely channel managers, short-term rental management companies, and accommodation owner. A mixed-methods approach was employed, enabling the collection of both quantitative and qualitative results, which reveal a predisposition from both individuals and companies to adopt artificial intelligence, along with high expectations for the future, although some concerns persist, particularly regarding the lack of human contact.