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

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.