Travel
Cheaper trips and ridiculous recommendations: The highs and lows of AI travel bots
Artificial intelligence (AI) is fast becoming one of the most significant trends shaping the travel and tourism industry, redefining how travellers plan, book, and experience journeys.
From AI-powered assistants that streamline bookings to innovations such as demand prediction, dynamic pricing, and customer service chatbots, AI’s influence on travel is growing by the day.
As this rapidly evolving technology reshapes the industry, it raises an important question: can AI truly replicate the personalised service of human travel agents, or will it work alongside them to permanently alter the future of travel planning?
How AI can plan a traveller’s perfect trip using their search history
AI is rapidly reshaping travel and tourism businesses and how tech-savvy travellers plan their journeys.
Its ability to process vast amounts of data and provide instantaneous results has improved customer service and saved time for many.
One major area of disruption is personalisation. AI-driven algorithms analyse a traveller’s browsing and booking history and their social media activity then create bespoke travel recommendations.
Search engine KAYAK was one of the first travel companies to announce its integration with ChatGPT.
“This feature allows users to interact with KAYAK’s search engine more conversationally and intuitively on the site and as they are planning a trip,” explains Matthias Keller, KAYAK Chief Scientist and SVP of technology.
“For example, users can ask questions like, ‘Where can I fly to from London for under £300 in April?’ and receive personalised recommendations based on KAYAK’s extensive travel data.”
How AI can save you money on travel
Dynamic pricing is another industry game-changer. To optimise pricing, AI algorithms assess real-time variables like demand, seasonality, and traveller preferences.
This ensures competitive rates for consumers while maximising revenue for businesses. Tools like KAYAK’s ‘Best Time to Travel’ also help users compare prices and predict trends, enabling them to make informed decisions.
AI also helps consumers through chatbots and virtual assistants. These systems, powered by natural language processing (NLP), can answer complex queries, make reservations, and provide recommendations in multiple languages.
Expedia’s Romie, another AI-powered personal assistant that learns users’ travel preferences, now acts as a travel agent, concierge, and personal assistant. Itineraries can be updated in the moment, and disruptions – such as weather changes – are flagged instantly.
As Keller notes, AI is paving the way toward a future where consumers “no longer need to search for information, they’ll get the right answers instantly.”
Limitations of AI in travel: The human touch matters
While using AI in travel planning can save travellers money and time, it also has shortcomings.
The most significant limitation is its inability to replicate the emotional intelligence and intuitive problem-solving qualities of human travel agents.
Recent examples highlight the pitfalls of over-reliance on AI. In a widely ridiculed incident, a Microsoft AI-generated travel guide for Ottawa, Canada, recommended tourists visit the “beautiful” Ottawa Food Bank. Ranked as the No. 3 must-see attraction – above attending an Ottawa Senators hockey game – the inclusion sparked widespread backlash and was promptly removed.
This blunder underscores how AI’s lack of contextual understanding can lead to glaring, often humorous errors, undermining its credibility in travel planning and booking.
Will AI replace travel agents?
Travel planning isn’t just about booking flights and hotels – it’s about understanding individual preferences, managing expectations, and addressing clients’ needs and unique preferences.
Take, for example, a family planning a multi-destination trip with specific dietary or mobility requirements. This kind of complex planning needs more than a quick AI recommendation. While AI can be used for basic tasks or travel ideas, it struggles to provide the nuanced advice and tailored solutions that human agents bring.
Sarah Davies, an independent travel planner at Life Begins at Travel, highlights the enduring importance of human expertise. “AI has its place in travel planning and provides a good starting point for people to get ideas. It can’t, however, do the due diligence and provide the personal touch that’s a crucial element of a travel agent’s service.”
Hazel McGuire, Intrepid Travel’s UK Director, recognises AI’s role in logistics while also understanding the value of human connection. “We have already started to see the impact AI is having on the travel industry. So far, these have been beneficial in logistical planning details such as price-focused research, like finding the best rates for hotels and flights.”
However, McGuire notes that AI falls short when delivering unique, authentic experiences. “At Intrepid, our point of difference is our network of offices and local guides who can discover unique travel experiences that can’t be found online.”
When things go awry, human agents truly shine. Imagine arriving at your hotel only to find it overbooked.
AI might offer accommodation alternatives, but it can’t negotiate on your behalf or provide the level of reassurance a human can. Travel agents offer solutions, manage frustrations, and rebook trip elements – something bots can’t replicate.
McGuire is confident that AI will never fully oust reputable travel companies and agents for this reason: “While AI can make parts of planning more efficient, it will never replace the human touch.
“The travel industry is created by people for people, and we are confident travellers will still want a human connection when choosing their holidays.”
Bridging the Gap: AI and human collaboration
Right now, AI is best positioned as a complementary tool rather than a replacement for travel agents. By automating routine tasks such as bookings and monitoring flight delays, AI potentially frees agents to focus on crafting unique itineraries and addressing complex needs.
Simon Powell, CEO of travel technology firm Inspiretec, warns that failing to adopt AI risks missing significant opportunities for the travel industry. “We need to augment travel agents, provide them with the technology and help them to do a better job.”
Speaking at the Travel Weekly Future of Travel Conference, Powell called AI a “game changer” that the industry must embrace. “This isn’t going to replace the travel agent. As an industry we need to adopt it. We need to empower agents because if we don’t, we’re going to miss out on an awful lot.”
AI’s role in transforming operations is already evident in the hospitality sector. Alix Boulnois, Accor’s Chief Business, Digital, and Tech Officer, highlights how deeply integrated technology is in the company’s operations: “Tech is everywhere, in everything we do. It’s in our hotels, distribution, loyalty programme, and services to hotel owners.”
This extensive use of technology is not about replacing staff but streamlining and improving operational efficiency in hotels and resorts.
Generative AI, in particular, plays a crucial role in personalising guest experiences. “All our commercial emails are generated by AI and reviewed by a human, resulting in significant time savings,” says Boulnois.
By processing vast amounts of data, AI can then help Accor target what to show to individual guests, creating a tailored and time-efficient experience.
Accor also leverages AI to curate personalised content zones on their digital platforms, recommending hotel and destination options based on each guest’s preferences. This approach illustrates how AI is becoming a powerful tool in travel, not as a replacement but as an augmentation that enables more customised experiences.
As technology develops, the travel industry seems to be cautiously reaching a consensus: AI should complement, not replace, human expertise. Instead, the sector is poised to deliver smarter, more personalised travel experiences that harness technology while maintaining a much-needed human touch.
Travel
The next frontier? Why space tourism might not be as far-fetched as you think
As companies like SpaceX and Virgin Galactic make waves in space tourism, how long does the rest of the world have to wait before we can all become astronauts?
At his inauguration, US President Donald Trump pledged to plant a flag on Mars. “We will pursue our manifest destiny into the stars,” he said on Monday, “launching American astronauts to plant the stars and stripes on the planet Mars.”
The comment elicited a big thumbs-up from Tesla and SpaceX CEO Elon Musk, who hasn’t been shy about his ambition to not only reach but also colonise the red planet.
In a speech following the inauguration, which included that salute, Musk said, “Can you imagine how awesome it will be to have American astronauts plant the flag on another planet for the first time?”
But how close are we really to being able to take a person to Mars, and what are the hopes for the man on the street of taking a trip into space?
Is it possible to take a holiday into space?
Space tourism is a reality. In fact, the first space tourist took his trip nearly a quarter of a century ago, when Dennis Tito joined the Soyuz TM-32 mission in April 2001.
Since then, around 60 tourists have already travelled into ‘space,’ although most of these have been on suborbital joyrides, only briefly leaving the atmosphere before returning to Earth.
Leading the way is Richard Branson’s Virgin Galactic, launched back in 2004. Although the company has had some setbacks over the years, it has successfully completed seven commercial flights over the past two years with its VSS Unity space plane.
But these flights aren’t exactly reaching the moon. The VSS Unity travels to around 90 km above the Earth’s surface, which reaches the definition of space in NASA’s book, defined as 80 km above sea level. However, the Fédération Aéronautique Internationale (FAI) defines space as beginning at 100 km.
Alongside Virgin Galactic, Amazon billionaire Jeff Bezos created the Blue Origin project to take paying passengers into space. The New Shepard, his reusable passenger rocket, has flown eight crewed space flights since 2021.
Then there’s Musk’s own bid for interplanetary exploration, conducted under his SpaceX company. There are a lot of moving parts to this business, from the huge (and regularly exploding) Starship to the incredible Falcon 9 launchers that bizarrely guide themselves back down to the launch pad for reuse.
The tourism part of SpaceX is undertaken by its Crew Dragon spacecraft, a highly automated spaceship designed to be accessible to civilians with little to no training. Fifteen crewed launches have taken place, 10 on behalf of NASA and five purely commercial.
Although SpaceX draws attention for its rocket launches and Starlink constellation, the founding ethos of the company was to make human life multi-planetary. Specifically, its goal is to colonise Mars.
“History is going to bifurcate along two directions. One path is we stay on Earth forever, and then there will be some eventual extinction event,” Musk said in 2016. “The alternative is to become a spacefaring civilisation and a multi-planet species, which I hope you would agree is the right way to go.”
How will space tourism evolve over the coming years?
When it comes to making space tourism more accessible to the masses, technology is key. And thanks to having both President Trump and his sidekick Elon Musk making the rules, things could start moving a lot faster.
“There is a new supportive attitude for developments coming from America,” Dr Annette Toivonen, space tourism expert from Haaga-Helia University of Applied Sciences, told Euronews Travel. “That will bring with it good things and bad.”
“The technology will rapidly evolve because legislation on space will be kept as minimal as possible,” she adds. “But at the same time there are some big questions to answer, such as is it ethical, is it environmentally friendly?”
Not much about rocket launches could be considered sustainable, although companies are working hard to improve propulsion systems and develop reusable launchers. Nevertheless, Dr Toivonen believes there is an environmental benefit to sending billionaires into space.
“When people go to space and see how fragile we are, and they see this very thin layer of ozone, it’s a scary experience for them,” she explained. “For some people, to see this with their own eyes and to know how we are polluting the planet, it could be a life-changing experience for them.”
When the people who are having these life-changing experiences are the wealthiest and most powerful people on Earth, the consequences could be positive. “It’s a bit of a twisted angle,” Toivonen says, “but these people are the ones with the influence and the money and the power to actually change something.”
Nevertheless, she agrees that it’s a tricky time to be a space exploration company. “With the climate crisis and everything else that’s going on, they really need to justify their presence.”
How realistic is manned flight to Mars?
“The technology is not present at the moment,” says Dr Tovionen, “not to get there in four years anyway. Right now it seems like mission impossible.”
Cost is a major factor. When the USA went to the moon in 1969, it cost the nation $25.8 billion (€24.5 billion). In today’s money, that would equate to almost $320 billion (€300bn). That was around 4 per cent of the total federal budget, and a big indicator of why we haven’t been back since.
Technological and financial restrictions aside, there are some fundamental problems with travelling to space that humanity just hasn’t solved yet. Cosmic radiation remains one of the most significant challenges for human space exploration, particularly when thinking about long missions to Mars or other planets.
“Although space tourism is very niche, it will quickly grow as an industry,” says Chris Rees, postgraduate researcher at the University of Surrey, who recently published a paper on the need for more warnings about cosmic radiation.
“With increased flights, more people could be impacted by cosmic radiation,” he added. “Regulators and industry should work together to keep people safe without unnecessarily holding back innovation.”
Despite the potential roadblocks, several companies are already making plans to facilitate human arrival on Mars. One such project is Mars Base Camp, Lockheed Martin’s vision for sending humans to Mars in about a decade.
“The concept is simple: transport astronauts from Earth, via the Moon, to a Mars-orbiting science laboratory,” says Lockheed Martin. “There, they can perform real-time scientific exploration, analyze Martian rock and soil samples, and confirm the ideal place to land humans on the surface in the 2030s.”
On the way to Mars, companies think we might like to spend a night or two in outer space, and several are floating concepts for ‘space hotels’.
Above: Space Development (previously called Orbital Assembly) says it could have a space hotel in operation within 60 months of funding being secured. Holding up to 440 people, the Voyager Station is planned to have living quarters, gyms, restaurants and even research pods for scientists.
Jeff Bezos is getting in on the action as well with his proposed Orbital Reef. This $100 billion (€95 billion) space station is designed to orbit Earth like the International Space Station (ISS), but with a focus on tourism, luxury and research.
“Humanity’s future lies in orbital habitats like Orbital Reef, where we can live and work without being tied to a single planet,” Bezos told NASA.
However, not all space tourism concepts have been so fruitful. Dutch company Mars One aimed to be the first to land humans on Mars and establish a permanent colony. Announced in 2012, it drew plenty of interest from wannabe astronauts, receiving 2,700 applications for the 24 places in the settlement programme.
Unfortunately, the company went bankrupt in 2019 owing investors approximately €1 million.
Despite all the signals pointing to humans on Mars being rather far-fetched, at least in the near future, Dr Tovionen reminds us there is always the possibility of a surprise.
“There is always the X factor,” she says. “Because of President Trump’s comments, the whole planet is now aware of the progress we are making in space, and there’s always that unknown, that maybe Musk has an ace up his sleeve that we just don’t know about yet.”
Would there be demand for space tourism to Mars?
Right now, space tourism is the preserve of Ultra-High-Net-Worth individuals (UHNWI). These are people with a net worth of at least $30 million ($28.5 million), of which there are 626,619 in the world today.
But that could change as spaceflight becomes more developed and successful. Efficiency improvements, cheaper materials and technology breakthroughs are likely to bring the cost down, letting space travel companies reduce the price of their tickets.
At present, Virgin Galactic sells seats on its flights for $250,000 to $500,000 per person (€238,000 to €475,000), depending on the mission. SpaceX keeps the details of ticket prices for Blue Origin under wraps, but they’re rumoured to cost around $1 billion.
Until the cost comes down, demand is likely to be minimal, and space will remain accessible only to those with the deepest pockets. But there’s another problem too, and one which could even take the UHNWIs out of contention.
Research by the Chicago Society for Space Studies evaluated holidaymakers, who would need to stay until the planet was at a suitable location to fly back to Earth, would reside on Mars for a minimum of 112 days to a maximum of 1,328 days.
Given the time it takes to fly to Mars from Earth, the total trip would last at least 2.5 years, and could be as long as five years. “The dramatic increase in total vacation duration … will most likely have an overwhelming impact on the number of people willing to undertake a vacation on Mars,” researchers concluded.
UHNWIs are busy people, and spending several years not only out of the country but out of the planet would likely be somewhat awkward. Even if they could spare the time, the living conditions on the Martian surface are unlikely to offer the luxuries to which they are accustomed.
Travel
‘Stay at home’: More than 1,000 UK and Ireland flights cancelled due to ‘once in a generation’ storm
Weather forecasters are saying they have never seen a storm this bad.
A record-breaking storm is wreaking havoc with travel and daily life across the UK and Ireland.
Flights and trains are cancelled across the countries, and driving conditions are very dangerous due to the storm which meteorologists have said is “rapidly developing”.
Citizens have been told to stay at home during the dangerous weather, which is predicted to last all day.
Scotland, Ireland and Northern Ireland all have rare red weather warnings in place, signalling threats to life, and there are yellow and amber warnings in place across the UK.
Storm Eowyn has broken Ireland’s wind speed record, with Met Eireann recording an average wind speed of nearly 135km/h recorded at Mace Head in County Galway early this morning.
Heathrow, Gatwick, Edinburgh, Glasgow airports: Are flights cancelled?
Yes, hundreds of flights have been cancelled at almost all of the UK and Ireland’s biggest airports.
To quickly find out if your flight is affected, you can check the airport’s arrival and departure pages on their website.
It’s also worth checking your airline’s website, app and social media, and keep an eye on your email for updates.
In London, flights have been cancelled at Heathrow, Gatwick, Stansted and London City airports. The cancellations announced so far are until midday UK time but more are likely throughout the afternoon and evening. Here is a full list of London airport cancellations.
Glasgow, Dublin Edinburgh airports have cancelled almost all their departures and arrivals until mid-afternoon.
Storm Eowyn: Are trains running?
Several train operators have issued “do not travel” warnings over safety fears.
ScotRail has suspended all services across Scotland today, saying it “would not be safe to operate passenger services due to forecast weather conditions”.
Avanti West Coast, Lumo, CrossCountry and Grand Central have also told customers not to travel on routes across parts of north Wales, Scotland and northern England.
National Rail said the storm will also affect LNER, London Northwestern Railway/West Midlands Railway, Northern, South Western Railway, Southern, TransPennine Express and some Transport for Wales routes.
Homes and businesses without power and schools closed
More than 715,000 homes, farms and businesses are without power across Ireland, the Irish Electricity Supply Board (ESB) has said.
Earlier, Northern Ireland Electricity (NIE) – which is part of ESB – said more than 93,000 homes and businesses are currently without power in Northern Ireland.
All schools in Ireland and Northern Ireland are closed today (24 January).
Are passengers entitled to a refund or compensation during bad weather?
Under both EU and UK law, airlines and train companies do not have to refund you if the service was cancelled due to ‘extraordinary circumstances’. Bad weather comes under extraordinary circumstances.
So unfortunately passengers may not be entitled to getting their money back, though it’s certainly worth trying.
Airlines do have to look after you during the delay.
In a statement about Storm Eowyn, the UK’S Civil Aviation Authority said: “If a flight faces lengthy delays, airlines have a duty of care to look after their passengers, including providing food and drink, and accommodation if overnight.
“We will not hesitate to take action against any airlines not following these guidelines.”
Airlines and train companies may offer you a later flight or train once the bad weather has cleared, so that you can still get to your destination.
Contact your airline, travel agent or travel company to discuss a refund or compensation.
For more on your rights during flight or train cancellations, check the UK’S Civil Aviation Authority website or the EU’s Air Passenger Rights website.
Travel
Revealed: The European airports closest to the city centres they serve
A short transfer is a gift after a long flight- these airports are a stone’s throw from the city.
There’s nothing worse than landing at your long-awaited holiday destination only to find a lengthy transfer from the airport to the city.
Despite the names of some airports, they’re located woefully far away from the cities they serve. Ever flown into Paris-Vatry Airport? If you have, you’ll have been surprised to find yourself around 160 km away from the City of Lights.
Similar situations can be found at ‘Munich West,’ an airport that is 120 km from Munich, and at Frankfurt Hahn, 125 km from the city of Frankfurt and closer, in fact, to Luxembourg.
If you’d rather not face a two-hour coach ride at the end of your journey, opting for a city with a very close airport is a much better bet. We take a look at the cities with the closest airports, and the average cost to transfer.
Which airports are closest to the city they serve?
If you’ve ever flown into the airport in Gibraltar, you’ll understand why it’s the closest airport to the city in all of Europe. The planes practically touch down in the centre, just 1.4 km away from the Moorish Castle and Market Place.
The Gibraltar Bus Company picks up from the airport and transfers passengers to the centre in five minutes for a cost of less than €2. Alternatively, it’s a nice experience to walk, which should only take 15 minutes and includes crossing the airport’s runway to get to the city.
Over in Italy, Pisa International Airport is built right on top of the city centre. To the central railway station, it’s only 1.5 km away, although the historic centre is more like 3 km distant.
But the beauty of Pisa is its people-mover, which shuttles people between the airport and the central railway station. Transfer time is around five minutes and costs €6.50 one way.
If you’re heading to Estonia, you’ll be pleased to hear Tallinn Airport is super-close to the city centre. At just 4 km to the historic centre, the transfer can be easily completed in around 15 minutes for a cost of just €2 on the bus or tram.
Staying in the Baltics, a visit to Lithuania will be made even more pleasant by the fact that Vilnius airport is located just 5.9 km south of the city centre. Direct buses run every 10 minutes, costing from just €0.65.
Which airports have the best transport links?
Like Pisa, many European cities have invested in efficient people movers to get their passengers right into the city as quickly as possible.
Lisbon Airport, for example, is a good 10 km from the city centre, but thanks to its direct connection by rail, the Aeroporto-Saldanha line will get you into the historic centre for just a few euros and in less than 20 minutes.
Malaga is another well-equipped airport, with a train station located right outside the terminal building. Although it’s a 12 km transfer, the C-1 line gets into the city in around 12 minutes, and also has connections into popular destinations such as Fuengirola, Benalmadena and Torremolinos.
Zurich has a rapid transfer time of just 10 minutes, using the S2 or S16 train lines to transfer into Hauptbahnhof main station. Also deserving of a shout is Copenhagen with its direct train to Central Station from the airport, completing the transfer in 13 minutes and for less than €5.
While it may be tempting to immediately order an Uber when you arrive, European airports are working hard to make public transport a cheap and accessible option. The environmental benefits speak for themselves, so rather than hoping straight in a cab or rideshare, consider the alternatives for a greener and less stressful transfer.
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