How AI quietly took over travel

Artificial intelligence is no longer a distant concept in the travel sector. It is quietly transforming how travelers plan, book, and experience trips. From itinerary planning to airport immigration, AI is streamlining friction points, reducing decision fatigue, and reshaping the traditional do-it-yourself travel experience. The global market for AI in tourism reached an estimated $3.37 billion in 2024, according to Grand View Research, and is forecast to grow to nearly $13.9 billion by 2030. The technology’s appeal lies in its efficiency. Universal translators, supported by widespread 4G and 5G connectivity, help travelers overcome language barriers in real time. Devices such as Meta Glasses enable users to capture and summarize trips hands-free. AI concierge platforms assist travelers in planning daily activities, booking transportation, and even negotiating prices. Where robots rule Major players in the travel ecosystem are already investing heavily in AI. Trip.com and Google Flights use recommendation engines to help users choose destinations. Rental giants Hertz and Sixt employ scanning technology to detect vehicle damage at check-in. Delta Air Lines is among the carriers using pricing systems powered by AI to adjust fares based on demand and consumer behavior. On the ground, hotels like Japan’s Hen Na Hotel have deployed robots for check-in and room deliveries. Retail locations are introducing AI-driven virtual try-ons and smart mirrors to enhance the shopping experience. Driverless taxis, such as those operated by Waymo, are becoming a familiar sight in cities across the U.S. and Asia, offering travelers new options for urban mobility. Their growing adoption is yielding measurable returns. According to Waymo’s 2025 Tourism Impact Report, the service contributes $15.98 million annually to San Francisco’s local economy through visitor-related activity. Meanwhile, Singapore’s Changi Airport is piloting AI-powered screening at Terminal 3, using machine learning to analyze X-ray images of cabin baggage at boarding gates. The initiative aims to improve check-in efficiency by as much as 50 percent. The marketing machine AI is also reshaping the way travel is marketed. Tools like Google’s Veo generate promotional videos from simple text inputs, lowering production costs while expanding creative possibilities. Brands are investing in virtual hotel tours, combining drone footage with AI-generated narration to help travelers preview their stays. Virtual influencers and AI-generated models are becoming new faces of travel campaigns, providing marketers with more control over messaging and consistency. In categories like beauty and fragrance, platforms such as Amazon Nova now offer personalized product recommendations based on user behavior and preferences. The industry’s rapid adoption of AI does not come without challenges. A common misconception is that AI replaces human roles entirely. In reality, it automates routine tasks, allowing staff to focus on higher-value services. Hotels may reduce the number of front desk agents, but many are reallocating those employees to concierge or guest experience roles. When applied thoughtfully, AI can improve both labor conditions and guest satisfaction. Destination marketing organizations are beginning to use AI to address operational pressure and improve visitor management. Some are modernizing visitor centers with interactive tools, while others use AI to direct tourists to lesser-known areas in order to reduce overcrowding. AI-powered messaging at ports of entry can also educate travelers about cultural norms, improving the relationship between tourists and local communities. Generational divide Over the next three to five years, the balance between automation and human connection in travel is expected to evolve naturally. Millennials are becoming the dominant spenders, and Gen Z leads in travel frequency. These travelers are generally more comfortable with digital services and app-based interactions. Airline apps like United’s now offer real-time updates and support tools that were once exclusive to in-person agents. Despite these shifts, human connection will remain essential, particularly in cultural, entertainment, and relationship-based experiences. In many cases, these connections may become more direct. Local guides and hosts can now handle bookings and logistics through apps, creating a more personal and cost-effective experience. Platforms like Trip.com and Expedia are already enabling this type of interaction. What comes next As AI reduces the logistical burden of travel, the focus will return to what matters most: meaningful experiences, learning, and connection. Real-time, personalized content delivered through social media and digital platforms will replace large planning teams. The result is a more efficient, tailored, and culturally aware journey for the traveler — and a more resilient ecosystem for the industry. Read more: The future is travel-based brand experiences China’s tourism hack: Instant tax refunds, instant results ‘Silver travelers’ will make up 50% of China’s domestic travel by 2040 Chinese travelers chase thrills and culture in the Middle East

How AI quietly took over travel

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Published July 29, 2025

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How AI quietly took over travel