Anthropic’s Claude Sets Enterprise Travel Personalization Agenda

As travel brands search for dependable uses of AI today, a closing conversation in Abu Dhabi laid out a sober path to personalization anchored by Claude. The discussion capped Skift Global Forum East on October 30, 2025, where Anthropic emphasized business control over how automation touches the traveler journey.

In a session with Skift CEO Rafat Ali, Anthropic’s Head of Americas Kate Jensen described Claude as an enterprise-first assistant built for hotel personalization and inventory management. Her framing focused on trust, security, and interpretability rather than showy features.

Jensen highlighted product building blocks designed to give companies granular control over how they deploy Claude. Those include modular Skills, the Model Context Protocol that standardizes connections to data and tools, and agentic systems with memory that preserve context across complex tasks.

That stack aims to cut response time and errors in both leisure and corporate travel, where service accuracy and compliance are as critical as inspiration, and where Claude can carry context from search to fulfillment. For travel managers and brands, the center of gravity is shifting from ad hoc pilots to governed workflows.

Prioritizing infrastructure signals a competitive stance that favors reliability over novelty, positioning Claude as a backbone for partners rather than a consumer destination. In markets where data access and oversight determine outcomes, control features often become the differentiator.

The message also fits a wider trend in enterprise AI, where buyers reward clear security models and auditability, a pattern that will guide the UK startup ecosystem toward pragmatic integrations that complement platforms like Claude. For investors, this orientation underscores demand for systems that plug into existing processes without raising risk.

If travel’s next leap is defined by trust and relevance, the work described in Abu Dhabi suggests Claude is being engineered for the quiet, unglamorous tasks that compound value over time. It is a reminder that the future of enterprise content will be built less on spectacle and more on accountable design.