Trip planning, often a tedious chore of comparing prices and managing dozens of browser tabs, is being handed off to artificial intelligence by a growing number of travelers. A recent Klook survey of 11,000 users indicates that 91% of global travelers now use AI for trip planning. Some employ the technology to generate initial ideas, while others use it to hunt for deals tailored to their budget.
Yet, widespread adoption doesn't mean universal trust. A Booking.com report notes that while usage is high, only 35% of people fully trust AI's travel advice. The core issue is accuracy: AI tools, built on large language models, are prone to 'hallucinations,' confidently presenting false information. Leigh Rowan of Savanti Travel points to a client in Paris who missed a meeting after ChatGPT suggested a route ignoring construction closures, turning a 10-minute trip into 45 minutes. 'They seem like edge cases, but they're actually very common,' Rowan observed.
Experts warn AI could also skew the travel map. Systems trained on popular 'top 10' lists may overlook smaller, independent, or developing-world properties that lack a strong digital footprint. 'They will struggle even more... It is a shame, because arguably they need the demand more than ever,' said Shyn Yee Ho of Horwath HTL. Conversely, this could exacerbate over-tourism at already-popular spots.
AI also falters with human nuance—managing multi-generational needs, allergies, or post-flight fatigue. And it can't solve problems when trips unravel, like rebooking stranded travelers during a crisis.
The path forward, according to Guy Llewellyn of EHL Hospitality Business School Singapore, lies in data access. If the hospitality industry structures and opens its data via APIs, AI models could provide more factual, current information. 'As we're getting more integrated with the AI, they might actually end up having more up-to-date data than the traditional travel agent,' he said.
The industry is pushing ahead. Booking.com and others are deploying new AI tools. The first iterations will be imperfect, but the shift toward AI-assisted planning is now inevitable.
Source: CNBC