AI takes the lead in travel booking – but human touch remains the final differentiator

As travellers increasingly turn to AI for trip planning, the future of travel will depend on how technology enhances—rather than replaces—human interaction.

Across the global travel and hospitality industry, Artificial Intelligence (AI) is no longer a buzzword—it’s rapidly becoming a baseline expectation. In the UAE, over 60% of travellers now rely on AI tools to plan their journeys, far surpassing the global average. From personalised itineraries to real-time customer support, AI is transforming the way travellers interact with the world.

But as tech platforms evolve, the central question remains: Can AI replicate the warmth, intuition, and emotional intelligence of human connection?

The answer emerging from leading voices in travel technology is nuanced. At the recent Arabian Travel Market (ATM) in Dubai, experts across hospitality, events, and tech shared a clear consensus: the future of travel lies in hybrid intelligence—where AI empowers, but does not replace, the human touch.

Amy Read, VP Innovation at Sabre Hospitality, emphasised this balance: “Human connection is at the core of hospitality. Innovation should amplify those key moments, not eliminate them.” Her words echo a growing industry belief that AI’s true potential lies in augmenting service, not automating it entirely.

This philosophy is already being applied in tools like Sabre’s SynXis Concierge AI and Abu Dhabi’s Majd Al digital concierge—solutions designed to handle volume and complexity while freeing up human staff for richer, more meaningful interactions.

This evolution is also shaping the MICE industry, where AI is streamlining sourcing, translating in real time, and generating tailored experiences. With the global events market projected to surpass USD 2.3 trillion by 2032, scalable AI tools are quickly becoming essential.

In this shifting landscape, HotelPlanner has made a strategic move early, integrating AI Agent technology to assist users in finding and booking accommodations worldwide. The virtual assistant engages in natural conversation, understands travel preferences, and delivers relevant results instantly. It’s a quiet but powerful revolution in customer experience—one that blends efficiency with empathy.

HotelPlanner’s approach underscores a key takeaway: the best AI doesn’t replace people—it frees them to deliver higher-value, human-centric service. As one executive from the company puts it, “Our AI success started with our Gig economy call centre. This created the 8 million recorded calls that we used to educate our AI agents.
Combined our AI and human agents have revolutionised our business.
Across group bookings, ecommerce and conversational commerce we took over US$1.4 billion of hotel bookings in 2024. We are on track to double this in 2025. Conversational commerce (our Gig call centre and AI bookings) are powering a significant part of our incredible growth.
People worry about AI taking jobs. We find the opposite. Our AI agents reduced missed calls and the risk of wasting the advertising dollars. We have increased the number of human agents to maximise the opportunities.” said Tim Hentschel

This aligns with strategies from players like Expedia TAAP, which co-develops technology based on travel agent feedback, and Almosafer, whose customer pain point-led design ensures usability and relevance.

Ultimately, as AI continues to reshape every stage of the traveller’s journey, from inspiration to booking to on-site experience, one truth endures: tech works best when it supports the human element—not when it tries to replace