Is AI killing the joy of discovery in travel?

Personalized travel planning is on the rise - but at what cost to spontaneity, surprise, and truly meaningful journeys?

Artificial Intelligence is revolutionizing travel by offering personalized recommendations, but at IHIF EMEA 2025, Booking.com's Flavio Leoni warned that this convenience may come at a cost — AI could limit our sense of discovery by continually reinforcing what we already like, rather than expanding our horizons.

Key takeaways

• AI excels at customization but may confine us to our past preferences.
• Travel recommendations based on algorithms can reduce surprise and spontaneity.
• Like streaming platforms, travel tools may keep users in a "comfort zone" of familiar options.
• The most meaningful travel moments often arise from the unexpected - something AI struggles to replicate.
• Over-reliance on AI risks diminishing discovery, posing a challenge not only for travelers but also for the broader travel industry.

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