AI Is Bringing Back the Travel Agent

For years, booking a trip meant focusing on practical factors like dates, budget, star rating, and distance from the beach. Davide Bertolino, however, used ChatGPT to describe the kind of experience he desired. He told the AI, "I love Puglia," and was surprised by its recommendation. Bertolino believed that AI could understand the atmosphere and sensations travelers sought, not just the practical aspects.

Andrew Jordan, chief technology officer at Travelport, said AI is moving travel away from forms and filters toward conversational commerce. Ilan Twig, co-founder and CTO of Navan, added that AI will give travelers a personal travel agent. Booking.com's Ian Ackland explained that the company uses AI to summarize flight options and highlight key points from guest reviews, among other features.

However, AI is also transforming travel operations behind the scenes, such as predicting queue build-up at airports and identifying operational disruptions. While AI can find the cheapest fare and build an itinerary, it struggles with the risk element of travel, such as informing travelers about coverage exclusions. Travelers are turning to AI solutions like Flighty, which helps them prepare for and understand their flights.

Airlines and airports are also utilizing AI to optimize operations, such as predicting queue build-up and identifying operational disruptions. Ultimately, AI may change how travelers discover and book trips without altering the fundamental experiences. However, it is crucial for users to verify the accuracy of AI-generated information to ensure a positive travel experience.