Whenever travel industry leaders debate their future, there is inevitably a lot of discussion on AI. 

From the rise of AI-generated complaints to fears of ChatGPT replacing agencies, it seems everyone has something say on the matter and, often, it’s not positive. 

But at a recent forum in New York, I found myself feeling unexpectedly optimistic about the role of travel professionals in this fast-changing era. 

And that’s because I realised that AI, for all its merits, still can’t do a lot of things for the user – here’s seven of them. 

1. Risk its reputation on a £50,000 trip

A convincing recommendation is one thing. Taking responsibility for the trip is another. 

Evan Frank, co-founder of travel adviser platform Fora, distinguished inspiring a trip from “actually being accountable for a trip”. 

AI can suggest where to spend £50,000. The people arranging it have a reputation to lose if the reality falls short.

2. Take away the “what if?”

The hotel is booked. Then Instagram serves up somewhere fabulous, and the doubts begin. McKinsey partner Margaux Constantin described travellers continuing to search even after booking: “Now that I have so much information, the burden is on me to make sure that I've really chosen well.” 

AI can keep supplying alternatives. Sometimes the luxury is not having to choose — or choose again. It’s having someone whose judgement they trust say: this is the one for you.

3. Say “I’ve been there”

AI can tell travellers what other people think of a hotel, but someone who has stayed there can tell them what they noticed themselves. 

Audrey Hendley, President of American Express Travel, said “nothing beats” picking up the phone to someone “who’s been at the destination”. AI still hasn’t slept in the bed.

4. Enjoy the anticipation

“Shopping is entertainment,” said Brian Chesky, co-founder and Chief Executive Officer of Airbnb. 

He cited research suggesting people can get more pleasure from anticipating, planning and remembering travel than from actually travelling. “I don’t think people want all that taken away.” 

AI can take the work out of planning, but that doesn’t mean travellers want it to take the fun out too.

5. Make luxury feel luxurious

White gloves, dressing for dinner, the theatre of travelling aboard Orient Express. Sébastien Bazin, group chairman and Chief Executive of Accor, wasn’t describing a list of amenities: “It’s not a product. It’s a feeling. It’s a sentiment.” 

AI can match a traveller with a train, suite or itinerary. The people delivering it have to turn the promise of glamour into something worth dressing up for.

6. Deliver a human welcome

“Automate the ordinary, humanise the extraordinary,” said Bazin. Nobody pays extra to watch someone type their passport details. 

But getting through check-in quickly isn’t much consolation if the hotel has forgotten its returning guests. 

Mercer described being asked whether she had stayed before: “Yes, I stayed here last week.” Her point was that AI won’t fix this unless businesses connect their information. A guest should be the beginning of the welcome.

7. Protect the places it recommends

Bazin described stopping a Greek hotel project with 200 private pools because the destination was short of water. 

Travalyst founder Prince Harry concluded the conference by challenging businesses to compare their investment in AI with spending on the long-term health of the places they depend on. 

“Where’s the destination lifetime value?” he asked. AI can help sell somewhere extraordinary. Protecting it means deciding what gets built, what resources it consumes and who benefits.