The Rise of AI in Travel Planning
“Just ask ChatGPT!” has become as common as “Google it” when planning trips. While AI isn't perfect for every task, it’s proving extremely useful for deciding road trip routes, restaurant choices, and must-see attractions. Research from Marriott Bonvoy shows that over half of travellers in the UAE and Saudi Arabia have already used AI to plan holidays, with 77% expecting to use it more in the future.
Among those who use AI, its influence is clear: 93% in the UK, 92% in France, and 95% in the UAE and Saudi Arabia say AI impacts decisions on destinations, accommodation, and transport. For hospitality and events professionals, understanding how AI fits into travel planning is essential as it quietly becomes a key tool for the modern traveller.
Google’s New AI Travel Tools
Ctrl, Alt, Retreat
David and Christina, two IT professionals from Dallas, planned a two-month trip across Asia with different itinerary styles. They found a week-long stay at Kopan Monastery in Nepal using AI. With limited time to plan, they fed their rough ideas and preferences into ChatGPT, which suggested the monastery based on their wish for slow, intentional days focused on Buddhism. This quick AI input led to a meaningful part of their trip.
Are We There Yet, or Is AI Making This Up Too?
Early AI hype led many to try it superficially, but the focus is shifting. AI is proving useful in cutting through decision overload, making travel planning more enjoyable. Emily Weiss of Accenture highlights AI’s role as a personal concierge, offering recommendations based on preferences, budget, loyalty programs, and real-time local data.
AI also tackles one of travel’s toughest questions: “Where should I go next?” Skyscanner’s AI-enhanced Everywhere search helps travellers without fixed destinations find inspiration, reflecting a growing trend in travel discovery.
How is AI Doing Right Now in the Hospitality Space?
Personalised service remains key in hospitality, so AI is used as a tool to enhance, not replace, human interaction. At Shangri-La Bengaluru, AI platforms like SevenRooms and TotalEngage help anticipate guest preferences and automate bookings, all on an opt-in basis. AI enables timely, customised communication while keeping the human connection intact.
Kandima Maldives uses a 24/7 virtual concierge chatbot that understands 95% of guest inquiries, improving convenience and service. The hotel prioritises data privacy and recognizes the risks of technical glitches, which can impact guest satisfaction.
While no major hotels have replaced human touch with chatbots, AI-generated videos are emerging as complementary tools for personalised communication. For example, one Indian hotel brand saw a 12% increase in loyalty point redemptions after sending AI-crafted video messages that felt authentic and personalised.
Are AI Tools Becoming More Popular Than Other Search Platforms?
Yes. AI tools are becoming more consumer-facing and accessible. Booking.com has leveraged AI for over a decade to personalise travel experiences. Their AI Trip Planner provides curated itineraries and real-time support in several countries, powered by OpenAI’s ChatGPT API.
A Modern Travel Agent’s New Favourite Colleague
Travel agents and operators face complex requests and demand for fast, personalised service. AI helps by analysing past preferences, trends, and data to create highly customised itineraries. Generative AI speeds up routine tasks, freeing teams to focus on creativity and unique trip details.
Despite this, multi-day trip planning remains complex, requiring structured inputs and nuanced understanding. AI supports internal teams by speeding up repetitive work and maintaining consistency, while encouraging more modular content that adapts to future AI tools.
Maija de Rijk-Uys from Go2Africa describes AI as a behind-the-scenes support system that helps maintain the human-centred service luxury travellers expect. While AI can assist in booking and preferences, the intuition and local expertise of human guides remain irreplaceable.
AI can handle practical details, like finding the best airline meal or notifying hotels about spa preferences after late flights. For hospitality and events professionals, integrating AI thoughtfully can improve guest experiences without losing the personal touch.
Note: The information in this article is accurate as of the date of publication.
Your membership also unlocks:
