IDC MaturityScape Benchmark: AI-Fueled Hospitality and Travel Organization Worldwide, 2025

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."