Artificial intelligence (AI) is increasingly influencing travel planning, offering new efficiencies while raising concerns about accuracy and reliability. Experts and industry leaders highlight both the potential benefits and challenges of integrating AI tools into the travel experience.
The environmental impact of AI is notable, with projections estimating electricity consumption for AI systems to nearly double from 485 terawatt-hours in 2025 to 950 terawatt-hours by 2030. Beyond the energy considerations, experts caution against overreliance on AI-generated information, especially when it pertains to travel in unfamiliar or potentially risky locations.
Lee, a travel enthusiast, voices skepticism about the accuracy of AI chatbots powered by large language models (LLMs). She points out that these systems generate responses based on patterns from large datasets but may include incorrect or fabricated information without clear source validation. Lee references an incident involving three hikers in California’s Mount Shasta area who depended heavily on AI for route guidance, necessitating a rescue by authorities. She also highlights a case in Malaysia where an elderly couple was misled by an AI-generated video about a cable car attraction that did not exist, causing them to travel under false pretenses.
The pitfalls of AI can include misinformation about non-existent destinations, permanently closed attractions, and incorrect geographic details, all of which travelers need to scrutinize carefully. Lee prefers traditional methods of planning trips, such as researching forums, blogs, and videos, and using tools like Google Maps and Google Translate. She values the sense of community and trust derived from firsthand traveler reviews and takes pride in personally coordinating itineraries with travel partners.
Meanwhile, industry representatives emphasize efforts to build trust in AI-assisted travel planning by ensuring transparency and leveraging local expertise. Stephane Thong, general manager of Trip.com Malaysia, explains that the platform’s AI tools rely on real-time inventory and destination content with clear citations to empower informed decision-making. Trip.com collaborates closely with local teams and communities to curate trusted recommendations and insights.
AI also plays a role in customer service automation. By handling routine inquiries, AI allows human agents to focus on complex and personalized support, according to Thong. Similarly, Mondi Mecja, country general manager of Ascott Malaysia, notes that AI enhances rather than replaces the human elements crucial to hospitality. Ascott’s AI-powered digital concierge, Cubby, has managed nearly one million guest inquiries since 2023, enabling staff to devote more time to meaningful guest interactions while matching travelers with properties suited to their preferences.
Despite AI’s expanding presence, some industry voices stress the irreplaceable value of human interaction within tourism. Jimmy Leong, chairman of the Johor Tourist Guides Association, acknowledges AI’s utility in itinerary creation but asserts that physical hosts and personalized service remain essential to the hospitality industry and cannot be supplanted by technology.
As AI reshapes travel planning, experts advocate a balanced approach where technology supports but does not supplant human judgment, ensuring both safety and enriching travel experiences.