Personalisation, safety, sustainability — and why humans still matter
You step off a plane in a foreign city. Before you reach your hotel, your AI assistant has checked you in, reserved a restaurant, found hidden local gems and suggested spontaneous experiences no guidebook could offer. By the time you arrive at your room and kick off your shoes, the temperature has adjusted to your preference, and your favourite snack sits waiting, perfectly timed with your arrival. The next day, you take to the unfamiliar streets for a personalised tour with your favourite celebrity — or at least a hologram that looks and sounds exactly like them!
According to veteran presenter of the BBC News’ The Travel Show, Rajan Datar, this isn’t science fiction — it’s the new reality of travel. And he should know. Over the past three decades, he has taken viewers to over 70 countries, witnessing firsthand how technology has reshaped the industry.
“I’m too young to remember the birth of the jet engine,” he laughs. “But I do remember the online boom of the ’90s and the rise of low-cost airlines. For me, those were major paradigm shifts. They transformed travel and the industry as a whole. Now experts predict that AI will be just as transformational — if not more so.”
Major players across the industry are rapidly incorporating this technology to enhance their offerings: “It’s not an emerging trend. It’s already here! People are using AI in travel without even realising it. Interacting with a chatbot from a hotel or a destination marketing company, going through airport security using facial recognition, luggage being sorted efficiently at the airport — all of that is AI working behind the scenes to streamline travel.”
A personal touch in a digital world
Datar says one of the most significant shifts in travel technology is AI’s growing ability to deliver highly personalised experiences. The technology can use geo-location data from your mobile device to track not just where you are, but what might interest you based on your preferences.
“AI can provide you with a companion that knows exactly what you like and when you like it,” says Datar. “Travel is not just about where you go; it’s about how you experience it.”
If you’re a music enthusiast, your AI companion might guide you to live gigs that match your taste, taking you beyond tourist traps to authentic local experiences. It can suggest destinations and experiences that you would have never considered, tailoring recommendations to fit your personality and desires while factoring in your tastes in food, culture, and even the type of accommodations that make you feel most comfortable.
With AI’s ability to process vast amounts of data and understand nuances in preferences, your travels become deeply personal and uniquely tailored to your interests.
A safety net for solo travellers and a focus on sustainability
The AI revolution is particularly meaningful for the growing solo travel sector. According to statistics from Intrepid Travel, 80% of solo travellers are women, with older generations increasingly joining this trend.
For these travellers, AI-powered companions offer not just personalisation but crucial safety features and navigation assistance. Whether guiding you from your hotel to a restaurant that matches your culinary (and budget) preferences or suggesting alternative activities when plans fall through. “And then, after dinner, it could ask, what next? If you love live music, like I do, it wouldn’t just find any band—it would recommend one that matches your taste,” he explains. “AI can help ensure you never feel truly lost in unfamiliar territory. The potential is huge.”
The rise of AI presents opportunities for greater sustainability in travel. According to Datar, the technology can make travel more eco-friendly through smarter logistics, reducing waste and optimising resources, from energy to food supplies: “In this sense, AI’s impact isn’t just about individual convenience. It has the potential to benefit entire communities and nations. The travel industry carries a huge responsibility when it comes to sustainability, and AI could be a game-changer in that regard.”
The human element remains essential
And while the concerns about AI replacing local jobs are valid, especially in regions where tourism is an economic lifeline, Datar believes technology can be used to complement rather than eliminate human involvement. While AI efficiently handles functional tasks like hotel check-ins or meal orders, it cannot replicate the emotional intelligence and personal connections that define memorable travel experiences.
The job market will also transform, creating new roles where human connection remains vital. The role of travel professionals will evolve — rather than answering routine inquiries, they may become more like concierges, offering tailored advice and enriching experiences beyond what algorithms can deliver.
This shift means fewer repetitive tasks for humans and more creative, engaging roles that leverage personality and expertise. Hotel receptionists, for example, might no longer sit behind desks but would have their time freed up to engage with guests more personally, facilitating experiences that AI cannot replicate.
Despite AI’s capabilities, Datar emphasises that technology should enhance rather than replace human connection: “Travel is fundamentally a social experience. AI might guide you to the best places, but it’s still about the people you meet along the way — sitting at a bar or somewhere outdoors, striking up a conversation with a stranger and suddenly realising that you’ve met a kindred spirit.”
Finding the human-tech balance
The future of travel will be a collaboration between AI and humans. While technology handles functional work, human touchpoints remain essential for authentic connections and deeper experiences. Even with personalised recommendations and tailored itineraries, travellers should embrace unplanned moments, spontaneous conversations, and unexpected discoveries. “When you’re somewhere new, you should be thinking, Wow, look where I am! What’s around me? Curiosity is so crucial. What AI cannot and should not do is kill your curiosity.”
AI can guide these moments, but should never fully control the journey: “In the end, you still have to take the leap. Travel is about risk and stepping out of your comfort zone to try new things. You have to work with AI to truly discover a destination. Don’t use it to simply take you to pre-packaged destinations; use AI to inspire new adventures and dig deeper into places and experiences you’d never considered.”
Technology can assist, but it can’t replace the magic of getting lost, of stumbling upon a tucked-away café or an unexpected friendship. “There’s a balance to be struck,” Datar notes. “Those who find the sweet spot between technological assistance and authentic experience will discover a new world of possibilities, where every journey feels personally designed for you, because, with AI’s help, it truly is.”
The Travel Show airs weekly on the BBC News Channel. Content from the show also runs on BBC.com and the BBC app.