The conversation around AI’s role in the industry has rapidly evolved over the years, and at this year’s TravelTech Show in London, a panel of experts delved into how AI is reshaping everything from how travellers research trips to how businesses engage with them throughout their journey.
The Speakers Included: Jonathon Liu, COO – Verdi Hotels; Jennifer Ducarre (née Evans) Global Consumer Insights Lead – Accenture; Markus Stumpe, Founder & CEO – Aintensify; Jack Dow CEO and Founder – Grapevine
Key themes came through from the discussion, but what became abundantly clear is that the pace of change is fast, and the industry needs to consider how it is responding to this evolution.
AI’s Role in the Travel Planning Journey
The traditional way of researching, booking and enjoying a trip is changing. From the moment of inspiration to booking, there is an element of influence being redefined by AI. This represents a challenge and an opportunity. Brands need to be generating content and often, as one speaker noted, there can be a battle to find space in a cluttered digital world.
AI is helping consumers to manage this by scanning the internet and filtering the best options – but where do the deciding factors come in? This is where context is everything.
A business traveller doesn’t plan the same way a leisure traveller does. Depending on the context, the selection of a destination may not just be about location and logistics, but also the story, and sense of exploration. AI can help build that picture for travellers, but only if it’s powered by unified data.
This is where brands stand out, not only focusing on delivering useful, relevant content to help build this digital picture, but also to gain trust over time. Being mindful of online reviews and this digital fingerprint but also, through consistent messaging delivered via communications and exposure to credible and authentic digital platforms.
Personalisation in travel is key
In the last six months, the personalisation capabilities of AI have improved significantly, and so has the way people use it. The tools are getting smarter, but crucially, users are getting better at engaging with them. As a result, people now expect more from the platforms and brands they interact with. It is highly likely this will continue to become more sophisticated.
It’s all about the ongoing journey. It’s also no longer just the end of the funnel, it’s part of a continuous stream of engagement. AI can help brands be more proactive, such as offering tailored perks based on behaviour (like a late breakfast offer if you know a guest is checking in late).
Some brands are already embedding personality into their AI tools. According to Accenture’s 2024 report, Me, My Brand and AI: The New World of Consumer Engagement, 36% of users see AI as a ‘friend’. That emotional layer will grow over time, especially among younger generations who are digital-first by nature. Brands that get this right have an opportunity to build loyalty. When guests feel they can trust or interact naturally with AI for trip help or questions, it creates a more personal and lasting connection. More than one-third (34%) of consumers would switch from a preferred brand to one that makes them feel special, according to the same report
Building Trust with AI: Why It Matters
Choosing a hotel isn’t just a transaction, it can be emotional. People want to be sure they’re staying in the right place for them. Authentic imagery, reviews, and the overall digital experience all play into that sense of trust and confidence.
That can be a challenge, as travel data is fragmented. It comes from multiple content sources, and without a strategy to unify it, companies can’t deliver truly seamless experiences.
Ultimately, planning a holiday with AI relies on trust, not just in the technology itself, but the sources it pulls from – therefore drawing from reliable information online from brands so that users feel confidence in decisions they’re making is key.
When it comes to guest experience, the magic of personalisation, tailored recommendations and relevant offers, all stems from how the data is gathered and used behind the scenes. But trust isn’t instant, it’s earned over time and by consistently delivering on value and the right recommendations can help to achieve this.
From Hotel Bookings to Guest Experience: AI’s End-to-End Impact
AI isn’t just about convenience, it’s about helping staff deliver personal, meaningful experiences. While AI can handle FAQs or surface local recommendations, it’s the emotional human touchpoints that make stays memorable.
Tech allows hotel staff to focus more on creating moments that matter, rather than getting caught up in admin or repetitive tasks. However, every guest is different, and human interaction remains essential to cater to a person’s unique requirements, based on their stay, enquiries and personal preferences.
How do Verdi Hotels utilise AI for optimum guest experience?
Verdi Hotels has implemented AI through a chatbot on the website to assist guests at every stage of their journey, from the moment they start researching to after they’ve checked in. The Chatbot can help with checking availability, making bookings, changing details or answering common questions.
During a stay, it can handle requests like early check-ins, room preferences, airport transfers or taxi bookings. It can even provide local restaurant recommendations, overall, making the experience more seamless and personalised for guests.
Key Takeaway from TravelTech Show Panel 2025
AI should support teams, not replace them. And choosing the right AI or tech partner is critical, not just for implementation, but to allow internal teams to focus on the experience factor.
