As summer reaches its peak, this will be our last newsletter before the holiday pause. We’ve kept it lighter, but still packed with ideas worth taking to the beach. We’ll be back after the break with more insights, ready for a busy autumn season.

Summer mode: how AI is redefining the travel industry, and what businesses can learn

The trend that began last summer is keeping up: the travel industry is still turning into a live laboratory for AI innovation.

Generative AI is powering hyper-personalised itineraries in seconds, voice-enabled multilingual chatbots are reducing friction for travellers, and dynamic pricing engines are adjusting rates based on weather patterns, demand surges and even local events.

According to the OECD’s G7 Policy Paper on AI and Tourism from last year, the sector is becoming a testbed for human–machine collaboration, with AI helping to match supply and demand more efficiently while improving sustainability goals.

A recent EY survey found that 73% of travel executives believe AI will significantly enhance customer experience within the next three years, and examples from companies like Expedia, Booking.com and Hilton already show real-world impact.

The business lesson is clear: the same AI tools that create unforgettable holidays can also help any organisation anticipate market shifts, optimise operations and scale personalisation. In travel, as in business, the winners will be those ready to adjust course when the market wind changes.

TREND TRACKER

Digital twins go on holiday

Digital twins are no longer the preserve of factories and infrastructure.

Coastal towns, historic centres and popular holiday islands are building virtual replicas of themselves to simulate visitor flows, optimise public services and protect heritage sites. These models integrate IoT sensor data, real-time transport information, energy consumption metrics and even social sentiment from online reviews, allowing decision-makers to test scenarios before they unfold.

TravelAI and Eurocities report that such systems can reduce congestion, cut emissions and improve tourist satisfaction, while offering a blueprint for other complex ecosystems like campuses, logistics hubs or hospitals. As the technology becomes more accessible, the opportunity for municipalities and businesses alike is to think of their assets as living systems that can be monitored, tested and improved in the virtual world before committing resources in the real one.

Did you know?
Back in 2023, Bologna was recognised as a pioneer in Italy for applying digital twin technology to tourism management. The city’s ambitious project aimed to simulate and optimise visitor flows in real time, combining data from transport, events and public spaces to improve both the tourist experience and the sustainability of the city itself.

Want to learn more?

• Euro Cities - Helping cities make better decisions with digital twins

• Travel AI - Journey to the Future: How Digital Twins and AI are Reimagining Travel

• MDPI - The Use of Digital Twins to Address Smart Tourist Destinations’ Future Challenges

QUICK INSIGHT

Out Of Office, Gen Z style

Forget the standard “I am out of the office and will respond upon my return.”

Gen Z is rewriting the auto-reply rulebook with messages that are witty, personal and sometimes downright savage. Their OOO emails reference pop culture, share travel playlists or simply state that inbox zero is not a priority right now. This approach humanises communication and sets expectations in a more engaging way.

A couple of examples that I think are worth mentioning:

• “I am currently OOO and, honestly, so is my brain. See you when I remember how to type.”

• “This email is sitting in my inbox. I am sitting on the beach. One of us will get back to you.”

Three tips to refresh your own OOO:

• Keep it short but make it memorable with a personal touch.

• Set boundaries clearly while keeping the tone warm.

• Add a small cultural or brand nod, from a quote to a fun link.

WHO IS BABINI MAZZARI

Our Value Proposition

Babini Mazzari is the strategic IT partner for European companies looking to navigate digital transformation in a structured, pragmatic, and sustainable way.
We don’t just deliver technical solutions - we work as an extension of your internal team, helping you integrate systems, optimize processes, and lead change with clarity and competence.

Our approach is built on listening, transparency, and a strong results-driven culture. Whether you're scaling, modernizing, or rethinking your operating model, we support every client with the right tools, clear methodology, and long-term vision.
Above Technology. Beyond Solutions.

📎 [Our services]
📎 [Our Manifesto]