Artificial intelligence agents and agentic systems in hospitality and tourism: challenges, opportunities and research agenda

Yogesh Dwivedi, Mohamed Youssef Ibrahim Helal, Ibrahim Elgendy, Mousa Ahmed Albashrawi, Laurie Hughes, Mazen Shawosh, Vincent Dutot () and Il Jeon
Additional contact information
Yogesh Dwivedi: KFUPM - King Fahd University of Petroleum and Minerals
Mohamed Youssef Ibrahim Helal: KFUPM - King Fahd University of Petroleum and Minerals
Ibrahim Elgendy: KFUPM - King Fahd University of Petroleum and Minerals
Mousa Ahmed Albashrawi: KFUPM - King Fahd University of Petroleum and Minerals
Laurie Hughes: ECU - Edith Cowan University
Mazen Shawosh: KFUPM - King Fahd University of Petroleum and Minerals
Vincent Dutot: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Il Jeon: SKKU - Sungkyunkwan University [Suwon]

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Abstract: Purpose Artificial intelligence (AI) agents and agentic systems have the potential to transform the tourism and hospitality (T&H) industry by automating existing processes and improving operational efficiency. This viewpoint paper aims to explore and analyze the potential opportunities and challenges, and establish a comprehensive research agenda for developing AI agents and agentic systems within the T&H industry. Design/methodology/approach This article comprehensively analyzes current literature, user sentiment analysis and market trends assessment on AI agents and agentic systems. It identifies critical areas where these technologies can transform the T&H industries, providing valuable insights into this emerging field and its potential for driving innovation and efficiency. Findings Sentiment analysis reveals that 65% of social media users positively view OpenAI's new AI agent, praising its automation capabilities. Meanwhile, 22% raise concerns about technical flaws, accessibility and ethics, while 13% remain neutral. AI agents offer opportunities to enhance efficiency, personalize services and support sustainability in T&H. However, challenges persist in development and implementation, with concerns from businesses, customers and regulators. This article highlights both the opportunities and challenges AI agents present in T&H industries. Research limitations/implications This paper provides valuable insights for stakeholders in the T&H industry, considering the adoption of AI agents. The authors present an overview of the potential challenges involved in adopting this emerging technology and discuss key organizational barriers. Originality/value This study examines the application of AI agents and agentic systems in T&H, highlighting opportunities and challenges may face during their adoption. The paper contributes original insights into how these systems can reshape industry practices, providing a foundation for future research and practical applications.

Keywords: Smart agent; Virtual assistant; Tourism; OpenAI operator; Hospitality; Intelligent agent; Cognitive agent; Autonomous agent; Agentic system; Agentic AI; AI agents (search for similar items in EconPapers)
Date: 2025-09-19
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Published in International Journal of Contemporary Hospitality Management, 2025, ⟨10.1108/IJCHM-02-2025-0287⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05376873

DOI: 10.1108/IJCHM-02-2025-0287

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