Reimagining travel through AI: Making every journey smarter and more personal
Not long ago, planning a holiday meant flipping through brochures or calling up a travel agent. Today, the experience has shifted. You search online, get instant suggestions, and often end up with a travel plan that somehow knows what you like even before you say it out loud. That is the quiet power of artificial intelligence. It is already reshaping how we discover destinations, make bookings, navigate cities, and even relive our travels once we are back home.
This shift is what prompted us to explore the role of AI across the entire tourist journey. Our recently published research, Artificial Intelligence in Tourism: An Enhanced Tourist Journey Framework looks at how AI is transforming not just one part of travel but the entire experience from start to finish. It builds a practical framework that helps tourism businesses see where and how AI can be meaningfully applied.
Why does this matter right now?
Because travel is coming back with new expectations. Today’s tourist expects convenience, relevance, and responsiveness at every step. AI is one way to meet these expectations while staying efficient and competitive.
Looking at the tourist journey as a whole
We began by asking a simple question. While there are dozens of AI tools in tourism today, how do they come together across the journey of a traveller? Most studies focus on one tool or one phase, like recommendation engines or chatbots. But tourists do not think in pieces. Their experience flows from planning to booking to the actual trip and then to the memories they share.
Our study connects these dots. We looked at the full tourist journey across three broad phases: before the trip, during the trip, and after the trip. Within these, we identified nine key activities that most tourists engage in. To this, we added six AI themes such as personalisation, customer service, and reputation management. The result is a matrix that maps 25 real-world AI use cases across this journey.
Examples that show what is already happening
AI in tourism is not just about smart chatbots. It is about how these tools come together to create a better experience.
Booking.com, for example, uses machine learning to suggest destinations based on a traveller’s past choices, search history, and even what they liked on social media. They do not just recommend a place. They serve images, reviews, and travel ideas that match the traveller’s style.
TripAdvisor is doing something similar with its AI-powered trip builder. It creates customised itineraries based on your preferences. These suggestions adapt in real time and reduce the stress of decision-making.
Even during travel, AI plays a big role. Platforms like Uber use real-time data and predictive tools to suggest optimal routes and reduce waiting times. Hotels like Hilton are using AI to personalise room features, streamline check-ins, and offer flexible pricing based on demand and guest preferences.
After the trip, brands like Marriott use AI to analyse guest feedback across thousands of properties. This helps them respond quickly and improve services. Airbnb looks at user-generated content to understand what people share and why. This informs their marketing and loyalty strategies.
Shifting the conversation from tools to experiences
What makes this approach different is the focus on connectedness. Instead of asking which tool to use, we ask where AI can create value in the overall journey. This helps tourism businesses focus on outcomes rather than just technology.
It also challenges a common assumption. AI is not just about replacing human effort. It can amplify what businesses already do well. In many cases, the best results come from blending AI with human touch. Virtual assistants, for instance, are helping Muslim travellers create halal-friendly itineraries. At the same time, companies are finding that transparency in pricing builds more trust than algorithms alone.
What can businesses and policymakers take away from this
For tourism operators, the message is simple. Use AI where it matters. Start by understanding where your customers are facing friction. Then look for AI tools that can make those points easier or more delightful. Be mindful of data privacy. Use feedback loops to improve your offerings continuously.
For policymakers, there is a need to ensure that AI does not lead to exclusion. Some guests may still prefer speaking to a human. Some employees may worry about losing their jobs. Clear policies, reskilling support, and ethical AI practices will be essential.
What lies ahead
AI will not solve everything. But it does offer the chance to make travel more thoughtful and personal. It helps travellers feel seen and heard. It helps businesses operate with more insight. And it helps destinations respond with more agility.
Our framework is a starting point. As newer technologies like generative AI and immersive platforms evolve, the possibilities will grow. But the principle will remain the same. Use technology to make travel better, not just faster.