How AI Is Quietly Transforming Travel Planning and Hospitality

The Rise of AI in Travel Planning

“Just ask ChatGPT!” is becoming as common as “Google it” when planning trips. AI might not replace experts like doctors or therapists, but it’s proving invaluable for simplifying travel decisions—from choosing road trip routes to selecting dishes at restaurants or compiling lists of must-see attractions. Research from Marriott Bonvoy shows that 52% of travellers in the UAE and 50% in Saudi Arabia have already used AI to plan their holidays. Looking ahead, 77% in both countries expect to use AI for travel planning.

Among those who have used AI, the influence is significant: 93% in the UK, 92% in France, and 95% in the UAE and Saudi Arabia said AI shaped their travel choices, especially regarding destinations, accommodation, and transport. So how are travel and hospitality businesses adapting to this tool that some still find futuristic, even as it becomes a go-to for many travellers? Let’s explore.

Google’s New AI Travel Tools

Google launched new AI travel tools earlier this year to help travellers plan smarter and travel with ease. These tools are increasingly embraced by travellers and businesses alike.

Ctrl, Alt, Retreat

David and Christina, remote IT professionals from Dallas, Texas, planned a two-month trip across Asia in 2026, each country with a unique itinerary. One stop was the Kopan Monastery in Nepal, a Tibetan Buddhist temple. Despite having less than a day to plan this leg, AI helped them find this unique experience quickly. Christina shared, “David fed ChatGPT our itinerary notes, available time, and my wish to spend slow, intentional days deepening my knowledge of Buddhism. The first suggestion was Kopan, which we took.”

Are We There Yet, or Is AI Making This Up Too?

Early AI hype in 2023 led to many shallow uses, but focus is shifting. Emily Weiss from Accenture notes that AI is starting to solve the overload of choices, making travel discovery enjoyable again. AI acts like a personal concierge, offering recommendations based on preferences, budget, location, past travel, loyalty status, and even real-time local events.

Generative AI is also helping answer the classic travel question: “Where should I go next?” Skyscanner reports that half of its users browse without a fixed destination, and AI is becoming a valuable tool for travel inspiration.

How is AI Doing Right Now in the Hospitality Space?

Personalisation and attentiveness define great hospitality. Many hotels are adopting AI to enhance, not replace, human connection.

Shangri-La Bengaluru uses AI-powered platforms like SevenRooms and TotalEngage on an opt-in basis to personalise guest experiences. These platforms track dining preferences, automate bookings, and consolidate guest data to enable timely, customised communication.

At Kandima Maldives, a 24/7 virtual concierge chatbot manages guest inquiries with 95% accuracy, boosting convenience without compromising privacy. Mohamed Shafraz Hafiz, Digital Technology & Marketing Director, stresses the importance of data security and system reliability to maintain guest trust.

No hotels interviewed currently use chatbots to replace human interaction, but AI-generated video messages show promise. Karan Ahuja, CEO of AiVANTA, explains that these videos complement personal service by delivering personalised messages when face-to-face contact isn’t possible. One Indian hotel brand saw a 12% increase in loyalty redemptions after using AI video messages.

Are AI Tools Becoming More Popular Than Other Search Platforms?

Yes. AI-powered tools are emerging as trusted partners in travel planning. Booking.com has used AI and machine learning for over a decade to personalise travel experiences. Their AI Trip Planner offers curated itineraries and real-time support in several countries, powered by OpenAI’s ChatGPT API.

Features like Smart Filter, property-page Q&A, automated chatbots, and partner-facing tools help travellers plan trips faster and more efficiently.

A Modern Travel Agent’s New Favourite Colleague?

Travel operators handle complex requests with high demand for personalisation and real-time changes. AI assists by analysing past preferences, trends, and micro-seasonal data to craft itineraries that feel individual.

Simran and Bharat Seth of OneLatitude say generative AI speeds up proposal creation, freeing their team to focus on creative details. However, Sanjith Mukund of JrnyOn highlights the challenges of multi-day trip planning, which requires balancing many factors like group dynamics, food preferences, activity levels, and rest times. AI helps with repetitive tasks and content consistency but needs structured inputs and nuanced context to be most effective.

Conclusion

Maija de Rijk-Uys of Go2Africa sees AI as a background support system, not a threat to human service. In luxury and safari travel, human connection remains crucial. No algorithm replaces intuition, empathy, or local expertise.

Still, AI can assist with practical details—booking that airline with the best in-flight meal or letting your hotel know your spa preferences after a red-eye flight. For hospitality professionals, understanding and integrating AI tools can enhance service without losing the personal touch guests value.

For those interested in learning more about AI and its applications in industries like hospitality, Complete AI Training offers courses tailored to various professional needs.