This IDC study presents the results of IDC's 2025 AI-Fueled Organization MaturityScape Benchmark Survey to help guide organizations on their AI maturity journey."Organizations that are struggling to be AI survivors in the hospitality and travel sector will find it increasingly difficult to catch up, as thriving organizations have made strides in establishing effective strategies to prepare for the needed change management, technology selection, procurement, and rollout of AI in their organizations," said Dorothy Creamer, senior research manager, Hospitality and Travel Digital Strategies. "The greatest difference between AI and preceding technology advancements and super-cycle innovations is the speed at which AI is evolving and being adopted. This speed, coupled with the scale of deployments, requires a structured approach to help organizations evolve and adjust in real time, ultimately becoming an AI-fueled organization. The IDC AI-fueled organization maturity model for the hospitality and travel industry is designed to support this endeavor, wherever you are on your journey."
IDC MaturityScape Benchmark Figure
Executive Summary
Analysis of AI-Fueled Hospitality and Travel organization Maturity Benchmark Data
Stages of the AI-Fueled Hospitality and Travel Organization Maturity Framework
Ad Hoc — AI Scramble
Description
Business Outcome
Opportunistic — AI Pivot
Description
Business Outcome
Repeatable — AI Alignment
Description
Business Outcome
Managed — AI Transform
Description
Business Outcome
Optimized — AI-Fueled Organization
Description
Business Outcome
Dimensions of the AI-Fueled Hospitality and Travel Organization Maturity Framework
Survey Findings: Maturity Distribution Across Dimensions
Overall
Strategy
People
Technology
Evaluating AI-Fueled Hospitality and Travel Organization Maturity: Survivors and Thrivers
Survey Findings: Comparison of Survivors and Thrivers
Advice for Technology Buyers
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Related Research
Appendix
Methodology
Survey Respondent Segmentation
Research Assistance
Learn how to effectively navigate the market research process to help guide your organization on the journey to success.
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