Artificial intelligence may be reshaping how Canadians plan their trips, but human connection still defines the travel experience.
That’s one of the key takeaways from Adyen’s 2025 Hospitality Report, which finds a third of Canadians have already used AI assistants to make travel decisions—even as nearly nine in ten say they’d rather not rely on chatbots or human-free check-ins when it comes time to board a flight or enter a hotel.
To better understand what this means for the future of travel and payments, Fintech.ca spoke with Sander Meijers, Canada Country Manager at Adyen.
We discussed how technology is reshaping consumer expectations, the role of payments in delivering seamless and secure guest experiences, and why balancing digital convenience with in-person service will be critical for hospitality businesses in 2025 and beyond.
To start, can you walk us through some of the standout findings from Adyen’s latest hospitality report, especially those tied to how Canadians are approaching travel planning in 2025?
SM: Adyen’s 2025 Hospitality Report highlights some interesting insights about Canadians and their approach to travel planning. One standout finding is that 33 per cent of Canadians have used AI assistants for travel-related decisions. This reflects a growing reliance on technology to streamline and personalize the travel experience. Canadians are leveraging AI to compare options, optimize itineraries, and even discover hidden gems tailored to their preferences.
At the same time, the report underscores the importance of in-person touchpoints. While digital tools are reshaping the planning phase, Canadians still value human connection during their travels. In fact, 86 per cent of Canadians prefer not to use a human-free check-in process for hotels and flights, and 89 per cent would rather avoid AI-powered chatbots for bookings and customer service. This balance between embracing digital convenience and craving human experiences presents a unique opportunity for businesses to drive innovation in the hospitality industry.
Adyen’s research found 33 per cent of Canadians say they’ve used an AI assistant for travel-related decisions. How is technology like AI changing consumer expectations in the hospitality industry, and what should businesses do to adapt to these shifts?
SM: AI is reshaping consumer expectations by delivering hyper-personalized, frictionless experiences instantly. Travellers now expect recommendations tailored to their preferences, real-time updates, and seamless booking processes. For businesses, this means adapting to a world where speed, personalization and convenience are non-negotiable.
Adapting to these shifts can look like integrating solutions like Adyen Uplift, an AI-powered payment optimization suite designed to enhance payment conversion rates, simplify fraud management, and reduce costs within a unified platform.
Despite this digital shift, Adyen’s research also found that Canadians still want in-person or ‘IRL’ touchpoints. How do you see businesses striking the right balance between digital convenience and human connection?
SM: While AI is reshaping consumer expectations, our research across the hospitality and retail sectors has consistently found that Canadians still value in-person interactions. This means these touchpoints cannot be neglected amidst the rising popularity of digital and online experiences. Canadians prioritize convenience, speed, and great customer service above all else, whether it is online or in-person.
Our latest Retail Report found that 76 per cent of Canadians visited physical stores at least once a week, and 28 per cent do so two to three times weekly. This signals that while investing in AI-powered digital tools and online browsing is important to a unified experience, in-person shopping remains a regular part of life for most Canadians. In the hospitality sector, one quarter (25%) of Canadian travellers want more personalized human touchpoints to enhance their experience, such as those provided by a concierge.
Canadians want technology to complement, not replace, human interaction. For businesses, that means addressing frustrations like long or complicated checkout lines and poor customer service, both of which are essential to building loyalty both online and in-person. It also means building personalized loyalty programs, faster checkout options, and well-trained staff. Striking the right balance between digital tools and human connection presents an opportunity to deliver exceptional value and foster deeper customer engagement.
Fintech is clearly playing a bigger role in travel and hospitality, especially behind the scenes. How are modern payment systems powering booking experiences?
SM: Payments technology plays a crucial role in enabling new revenue channels in travel and hospitality. Unified payments systems enhance backend efficiencies, create smooth data flow between systems, and break down silos.
For example, payments systems can help businesses recognize customers across channels – from mobile apps to in-store POS – which allows them to deliver a consistent experience that encourages customer loyalty.
Secure payments are a cornerstone of trust in hospitality. How are innovations in fintech helping businesses protect customers while still offering speed and convenience?
SM: Secure payments are the foundation of trust in hospitality, where speed and convenience are just as important as safety. With 35 per cent of Canadian accommodation providers reporting a rise in fraud attempts over the past year, businesses need fintech partners that can manage the complexity of Payment Card Industry Data Security Standard (PCI DSS) compliance while offering advanced fraud prevention. This allows them to focus on serving guests while ensuring every transaction is protected.
Global standards are also evolving to keep up with new risks. PCI PTS 6, launching in April 2026, will define how payment devices must be built to withstand emerging fraud tactics and integrate securely with modern methods like contactless cards and mobile wallets. Valid until 2031, it will help businesses stay ahead of both regulation and risk.
On the innovation front, solutions like network tokenization—which replaces sensitive card details with unique, unusable tokens—and AI-driven systems like Adyen Protect are helping businesses detect and block fraud in real time. These tools ensure that hospitality providers don’t have to choose between speed and security, building the trust that keeps travellers coming back.
What role do payments play in helping businesses personalize experiences or offer loyalty programs that keep Canadian travellers coming back?
SM: According to our report, 43 per cent of guests prefer to book with hotels and airlines that offer strong loyalty programs, and payments can play a pivotal role in meeting these expectations. By analyzing payment data, businesses can recognize returning guests and offer tailored loyalty incentives, provide personalized promotions at the point of sale, such as discounts on frequently purchased services, and streamline loyalty programs, enabling automatic point redemption across channels.
What role will fintech play in future-proofing the hospitality industry in Canada?
SM: Fintech will play a central role in future-proofing Canada’s hospitality industry by helping businesses deliver the seamless and personalized experiences that guests expect. Unified commerce platforms like Adyen’s connect every customer touchpoint—from online bookings to check-ins and payments—giving operators a complete view of the guest journey while improving efficiency.
Beyond enhancing the customer experience, fintech solutions also address industry challenges. Automation can reduce pressure from labour shortages by handling routine tasks, allowing staff to focus on high-value service. At the same time, new revenue opportunities, like selling merchandise or offering exclusive guest experiences, become easier to integrate. Combined with strong payment security, which protects transactions and builds trust, fintech gives hospitality businesses the tools they need to stay competitive and ready for the future.
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