Why AI can never compete with travel agents

Yes, ChatGPT is great for sifting through information, but it can’t replace the human touch when it comes to booking a holiday

The travel industry, a complex and fragmented web of geopolitics, varying national laws, and shared airspace, is unsurprisingly turning to artificial intelligence for support. AI is being used to provide in-destination suggestions for museums and restaurants (Expedia), find low-cost flights (Kayak), and even facilitate bookings. HotelPlanner, for example, reports that it has generated £150,000 in reservations since launching its platform in October.

Travel is inherently complex and often fraught with logistical hurdles. Flights get canceled, hotels get overbooked, and consumer rights-arguably the most important yet least prioritized element-are rarely communicated by airlines or tour operators. While AI bots can effortlessly secure a room in a generic New York hotel for a quick night's stay, a vacation should be about much more than a transaction. It's about creating meaningful experiences that no algorithm can truly replicate.

There's a deeply human element to travel that only emotional connection and personal recommendation can provide. How could I explain to a computer that I keep returning to Paris because I adore the person I become in a quiet moment outside a brasserie? Or that in Hong Kong I seek the electrifying, soul-stirring energy that surrounds the city? Or that a dream family vacation in India should create memories powerful enough to bring us closer together? These desires are deeply personal, and no bot can translate our desires into the deeply resonant experiences we seek.

Get the full story at The Times