Generative AI is reshaping how travellers discover and book trips, with experts pointing to a future where businesses market directly to artificial intelligence systems rather than people.
This insight came from Phocuswright’s third New Agents Trend Series webinar, which examined the growing influence of AI on travel distribution. The session was moderated by Mike Coletta, Senior Manager of Research and Innovation at Phocuswright, alongside co-host Norm Rose, Senior Technology and Corporate Market Analyst.
The panel discussed a new concept – “B to AI” marketing – first coined by Visa’s CMO. Unlike traditional B2B or B2C approaches, this model anticipates travel companies targeting AI agents, which are expected to act as the main decision-makers for browsing and purchasing.
Platforms such as ChatGPT and Gemini are already advising travellers on booking choices. Julie White, CCO of Europe and North Africa, Premium Midscale and Economy Brands at Accor, said AI had “exciting potential to connect brands with customers where they want to shop,” but emphasised the need for trust, unbiased information and genuine value for money.
Tom Underwood, co-founder and COO at Bonafide, forecast “dramatic disruption” as AI enables detailed searches across hotel attributes. A clip shared from The Phocuswright Conference 2024 highlighted Erik Blachford, former CEO of Expedia Group, who predicted personal AI agents would drive a complete “re-architecture” of travel technology infrastructure.
Matthias Keller, chief product officer at Kayak, noted the rise of highly personalised results, powered by KAYAK.ai – AI Travel Planner , which could shift booking processes from showing thousands of options to delivering tailored recommendations.
The webinar also raised questions around trust in AI-driven advice and how these platforms will monetise their services.
Phocuswright’s New Agents Trend Series continues on 17 September with its next instalment, The Convergence of GenAI with Digital Identity.
WITH artificial intelligence (AI) continuing to pervade almost every aspect of our lives, would you let it go so far as to plan your next holiday? Skip the personalised services of a travel operator or even your own research, and let ChatGPT plan your next move?
Sounds great and convenient, but there’s more to AI in travel planning than you might think. Firstly, there’s the cookie cutter approach that may not suit everyone, and then the possibility of phishing scams when it comes to booking and paying for trips.
In this week’s issue of BT Lifestyle, we look at the pros and cons of using AI and how to resolve the trust issues behind it. Backed up with research by travel website Booking.com, we find out how to use AI safely, or simply rely on that tried-and-true search engine – yourself.
In the Arts, rediscover the works of Shui Tit Sing – not exactly a household name, but who for decades before his death was one of the most influential figures in Singapore’s art scene. The artist, teacher and mentor is remembered in a new exhibition that shows off some of his most memorable works.
And if you’re one of those avid enthusiasts of non-invasive aesthetic treatments, you’ll want to read more about Ultherapy Prime – an upgraded version of the original US FDA-cleared non-invasive ultrasound device for skin-lifting that’s gaining more fans thanks to an ever-growing demand for quick-fix beauty regimens.
In Dining, enter the rarified world of Jin Ting Wan, the latest fine dining Chinese restaurant at Marina Bay Sands, and find out if the food matches its stunning 55th-storey view.
For all this and more, don’t miss this week’s edition of BT Lifestyle.
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Travel technology is transforming the industry globally, changing the way travellers plan, book, and experience their journeys. According to a recent report by Tourism Economics on behalf of Arabian Travel Market (ATM), 60% of travellers in the UAE trust Artificial Intelligence (AI) to plan every aspect of their trips, compared to 48% of travellers in other countries, with this figure predicted to rise as technology becomes more embedded into consumer habits.
According to the report, AI is becoming a key tool for travellers planning trips to the Middle East. Nearly six in ten have used AI for travel planning, with 21% using it before their most recent trip. As AI adoption grows, it is expected to play an increasing role in delivering personalised recommendations and booking experiences for tech-savvy travellers. The research also confirmed that travel firms are harnessing AI to enhance customer service and drive economic impact.
In line with the digital transformation within travel and tourism, ATM 2025 provided a platform for experts across the technology, hospitality and events industries to discuss the implications for human connection as AI-powered tools, personalised service platforms, and data-led design become more prevalent.
Speaking during the event, Amy Read, VPInnovation atSabre Hospitality, said: “It is important to recognise that human connection is at the core of hospitality. When we think about innovation within hospitality, we try to find ways that amplify those key moments, rather than replace them. We want to free up staff time so that they can engage in more meaningful interactions.”
Read acknowledged that it is vital for the industry to recognise that technology has changed guests’ expectations of hospitality providers as they now seek instant gratification and swift responses. This has led to the development of innovative solutions such as SynXis Concierge AI, which uses generative AI to transform customer service for hoteliers, providing immediate, detailed, and accurate responses to specific queries, reducing the reliance on individual staff knowledge and ensuring consistent, high-quality service around the clock.
Other examples include Miral’s AI concierge, Majd Al, which is utilised at attractions such as Yas Bay Waterfront and Ferrari World Yas Island in Abu Dhabi. The service offers tailored suggestions based on individual preferences, helping visitors maximise their experience.
Fellow panellists agreed that human-centric innovation begins with understanding consumer behaviour, with organisations like Almosafer adopting a co-creation approach, developing tools based on customer pain points. Similarly, travel agent platform Expedia TAAP builds technology informed by insights from travel agents themselves, ensuring that its tools are aligned with customer needs and are usable.
Meanwhile, the rise of AI in the business events (MICE) sector is delivering significant gains in efficiency and insight. With the global meetings and events industry set to reach USD 945 billion in 2025 and projected to exceed USD 2.3 trillion by 2032, the need for scalable, intelligent tools has never been greater. Data-led personalisation is now critical to driving attendee engagement and loyalty, with AI helping to automate sourcing, translate content in real time, and generate tailored event experiences.
However, speakers were united in warning against over-reliance on technology at the expense of authenticity. As AI becomes central to personalising travel experiences and improving operational efficiency, it does not replace human roles but rather reshapes them, encouraging organisations to realign talent towards more meaningful, guest-focused interactions. Ultimately, as event planners and travel providers aim to create experiences that resonate, the consensus remains that human connection must stay central to every digital advancement.
Danielle Curtis, Exhibition Director ME, Arabian Travel Market, commented: “When it comes to travel and tourism innovations, the most effective technologies are those that amplify human interactions, improve efficiency and respond directly to customer needs. The industry has a shared commitment to responsible innovation by placing people at the centre of every technology solution.”
Reflecting the travel industry’s total convergence with technology and innovation, ATM Travel Tech was larger than ever at the 2025 edition, with an increase of over 26% in the number of products showcased. ATM 2026, which takes place from 4-7 May, will build further on this innovation focus, showcasing the latest technologies that are shaping the future of travel.
The latest ATM news stories are available at https://hub.wtm.com/category/press/atm-press-releases/.
JAKARTA – Kaspersky’s latest survey sees that artificial intelligence (AI) is increasingly being used to help tourists plan trips, from seeking accommodation to recommendations for activities.
The survey, which involved 3,000 respondents in 15 countries, shows that only 28% of tourists use AI for holiday planning. Even so, 96% of them were satisfied and 84% intended to use it again.
Some of the trends of using AI we observed show that the role of AI in solving daily problems is changing. This technology is getting more mature and quickly fulfills its promise for better research and produces creative ideas, “said Vladislav Tunownov, Group Manager at the Kaspersky AI Technology Research Center.
This high level of satisfaction confirms the potential of AI as a digital assistant in the travel world. However, there is also a dangerous side. Kaspersky highlighted the case of Australian writers who failed to attend a conference in Chile for following ChatGPT’s wrong visa advice.
This event shows the risk of ‘AI halusination’, where the system generates wrong answers that can harm users if swallowed rawly.
AI-powered services are becoming an increasingly popular tool. However, we must keep in mind that the decision is in our hands,” added Vladislav Turnov, further.
To reduce risk, Kaspersky advises tourists:
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