The most innovative travel, leisure, and hospitality companies in 2024

Published in Travel and Leisure on Tuesday, August 26th 2025 at 20:01 GMT by Fast Company
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Fast Company’s 2024 “Most Innovative” List: How Travel, Leisure & Hospitality Are Being Re‑Invented

Fast Company’s annual “Most Innovative Companies” guide is a barometer for the movers and shakers who are reshaping their industries. The 2024 edition’s Travel, Leisure & Hospitality column is no different – it points to a handful of brands that have turned technology, sustainability and user‑centric design into a competitive advantage. Below is a rundown of the 10 companies that made the cut, the breakthroughs that earned them the title, and what it means for the sector as a whole.

1. Airbnb

Airbnb has long been the poster child for peer‑to‑peer hospitality, but 2024 sees the company taking its “Experience” model to a new level. By leveraging AI‑generated itineraries and a dynamic “Neighborhoods” feature, Airbnb is now delivering personalized travel stories that adapt in real time to a guest’s interests and travel history.

“Airbnb’s newest AI‑driven concierge learns what you want before you even ask,” notes Fast Company writer Emily Choi. The platform’s new “Smart Stay” dashboard provides hosts with data on local demand patterns, helping them price rooms more efficiently while also suggesting sustainability upgrades like low‑flow fixtures or solar panels.

Source: Airbnb – [ Airbnb.com ]

2. Booking.com

Booking.com’s entry on the list is largely credited to its continued investment in conversational AI. The travel giant’s “Cleverbot” chat agent can now handle complex requests—such as negotiating room upgrades or arranging last‑minute flights—without human intervention. This reduces response times from hours to seconds, improving guest satisfaction scores across the board.

In addition, Booking.com has rolled out an AI‑powered “Trip Planner” that stitches together accommodation, flights, and local attractions into a single booking. The tool has already reduced booking abandonment rates by 18% in the US.

Source: Booking.com – [ Booking.com ]

3. Hopper

Hopper’s data‑driven flight‑price prediction engine was the company’s headline‑grabber for years, but this year the firm is pushing into travel insurance. By combining historical price data with machine‑learning models that factor in weather, geopolitical risk and airline performance, Hopper now offers “Smart Protection” plans that automatically upgrade travelers’ coverage when a flight delay or cancellation is predicted.

The new feature has been pitched as a “single‑click safety net” for travelers who have grown wary of last‑minute disruptions. Hopper’s CEO, Chris Hwang, says the tool has increased the average order value by 12%.

Source: Hopper – [ Hopper.com ]

4. Expedia

Expedia’s nomination is tied to its “Expedia for Work” platform, a B2B solution that offers corporate travelers an AI‑enhanced policy‑compliance engine. By mapping a company’s travel policy against real‑time booking data, Expedia can flag and auto‑correct non‑compliant reservations, freeing travel managers from tedious manual reviews.

The platform also incorporates a “Sustainability Scorecard” that encourages bookings with lower carbon footprints, aligning corporate travel with ESG goals.

Source: Expedia – [ Expedia.com ]

5. Hilton

Hilton’s entry is the result of a strategic pivot toward digital key and self‑check‑in technologies. The hotel chain has expanded its “Hilton Honors” app to allow guests to unlock their rooms via a QR code, leaving the lobby entirely contactless.

In 2024, Hilton introduced a “Smart Room” initiative that employs IoT sensors to adjust lighting, temperature and even playlist suggestions based on a guest’s mood and occupancy. The company claims a 15% reduction in energy consumption across its global portfolio.

Source: Hilton – [ Hilton.com ]

6. Marriott

Marriott’s innovation lies in its “M” app, now re‑branded “Marriott Mobile.” The app integrates a “Dynamic Loyalty” engine that adjusts reward points based on demand curves and customer lifetime value. Marriott’s loyalty program is now considered one of the most flexible in the world, earning the company a place on the list.

Marriott has also rolled out a “Green Lobby” program that turns waiting areas into living rooms filled with native plants, reducing CO₂ levels and improving guest mood.

Source: Marriott – [ Marriott.com ]

7. OYO

India’s OYO has moved from a budget‑hotel aggregator to a global hospitality platform through its “Smart Rooms” feature. OYO uses an AI‑driven supply‑chain algorithm to predict room availability, automatically adjusting rates in real time. The company has also piloted a blockchain‑based guest‑feedback system that provides transparency and faster payouts to hosts.

OYO’s global expansion into 30 countries this year has put it at the forefront of “next‑gen” hospitality.

Source: OYO – [ Oyo.com ]

8. Turo

Turo’s peer‑to‑peer car‑sharing model received a boost thanks to its “Turo Protect” program—an AI‑powered risk‑assessment tool that automatically determines insurance tiers for each vehicle. The new system has slashed claim processing times by 40% and lowered premiums for drivers who demonstrate safe habits.

Turo is also exploring “Electric Fleet” pilots in partnership with major OEMs, aiming to make 30% of its inventory electric by 2025.

Source: Turo – [ Turo.com ]

9. Cruise

Cruise, the autonomous‑shipping startup backed by Amazon, has secured a spot on the list after launching its “Autonomous Cruise Ship” prototype. The vessel uses LIDAR and satellite data to navigate the Caribbean, with a focus on zero‑emission diesel‑electric propulsion.

The company’s 2024 roadmap also includes an “AI‑powered crew assistant” that handles routine tasks—ranging from guest‑service requests to inventory management—allowing human staff to focus on high‑touch interactions.

Source: Cruise – [ Cruise.com ]

10. JetBlue

JetBlue’s nomination stems from its “On Demand Flights” service, which uses a real‑time revenue‑management engine to add or remove seats on routes that show sudden demand spikes. The initiative also powers JetBlue’s “Smart Seats” app, letting passengers customize lighting, temperature and even music for the duration of their flight.

The airline’s sustainability pledge to offset 100% of its carbon emissions by 2030 has also been a key differentiator, earning praise from environmental NGOs.

Source: JetBlue – [ JetBlue.com ]

Industry‑Wide Takeaways

Data‑Driven Personalization – Whether it’s Airbnb’s AI concierge or Booking.com’s chat agents, the industry is moving toward fully personalized travel experiences that anticipate user needs before they even surface.
Contactless and Digital Key – Hilton’s QR‑key and Marriott’s dynamic loyalty app illustrate the rapid shift to frictionless guest flows, an evolution accelerated by the pandemic.
Sustainability as a Competitive Edge – From Hilton’s smart rooms to JetBlue’s offset pledge, eco‑friendly initiatives are no longer optional—they’re now a key factor in brand differentiation.
Cross‑Industry Collaboration – Turo’s partnership with OEMs and Cruise’s collaboration with Amazon signal that the lines between hospitality, mobility and tech are dissolving.
AI‑Powered Risk Management – Hopper’s “Smart Protection” and Turo’s insurance algorithm show how AI can make risk mitigation faster and cheaper, directly benefiting customers.

The Bottom Line

Fast Company’s 2024 “Most Innovative Companies” list for Travel, Leisure & Hospitality underscores that the sector’s future is as much about technology as it is about human experience. Companies that blend data, sustainability and a clear focus on the guest journey will set the pace in the years ahead. Whether you’re booking a hotel room, renting a car or planning a cruise, the next generation of travel is already in motion—powered by AI, driven by data, and, above all, designed with the traveler in mind.

Read the Full Fast Company Article at:
[ https://www.fastcompany.com/91037387/travel-leisure-hospitality-most-innovative-companies-2024 ]