AI LEADERSHIP
5 Questions every travel industry leader can ask to sound smarter about AI
Cutting through the AI noise can be hard. Whether you're talking to a startup pitching an AI solution, your marketing team or industry peers, here are 5 questions to ask to start leading AI innovation -not just following it.
01.
"What are the tradeoffs of implementing [AI solution xyz]?"
WHY IT MATTERS: Every AI implementation comes with a compromise, whether it’s high operational costs, data privacy concerns, or integration friction. Asking this forces your marketing team to look past the hype and evaluate the practical risks and hidden resource demands before launching into a new project.
02.
"At what development stage is this solution?"
WHY IT MATTERS: Many AI startups sell a vision that is still in the prototype or "vaporware" stage. This question helps you determine if you are buying a mature, battle-tested product or if your company will essentially be serving as an unpaid beta tester for their early-stage software.
03.
"What early signals do we see in the market to make a more informed decision about [AI initiative xyz]?"
WHY IT MATTERS: Let's face it - finding reliable market data about AI today is hard. Instead of focusing just on hard figures, switching the conversation to 'signals' shows that you're open minded, while still prompting your team to back up their proposals with observed customer behaviors, competitor movements, and tangible market demands.
04.
"Does this have real agentic capabilities?"
WHY IT MATTERS: This cuts through the buzzwords to find out if the AI is just a glorified chatbot or if it can actually act autonomously. True agentic AI can reason, plan, and execute complex workflows independently, which is where the real business value lies.
05.
"What percentage of your customer base is returning?"
WHY IT MATTERS: Initial sales can be driven by clever marketing, but repeat business proves actual value and ROI. A startup with returning customers demonstrates that their AI solution successfully solves real-world problems and delivers sustained satisfaction over time.
ABOUT THE AUTHOR
Edoardo Monetti is a certified professional and travel industry expert with 20 years marketing, commercial and leadership experience in 5 countries, including assignments at top Travel brands managing 7-figure initiatives, and cooperations in Big Tech driving 6-figure contracts.
As an independent consultant he is focusing on marketing and commercial innovation strategy in the travel industry, providing tailored advisory, project-focused guidance and opportunities for strategic connections to leaders and entrepreneurs.
He is also the author of resources like the strategy playbook ‘AI in Travel Marketing: From Hype to Action’ and the ‘2026 Travel Trends and Opportunities’ , as well as speaker and moderator at international Travel and Tech conferences.