Technology has rapidly changed how different industries and individuals operate. The latest is artificial intelligence, which has changed the trajectory of every sector and workspace, including the travel industry.

Gone are the days when finding the right travel destination took weeks or even months of research. Today, AI tools have made it easier for travellers to find places that match their interests.

Beyond suggesting a destination, these tools usually recommend other places with a similar experience to what a traveller has in mind. They also provide information about the location, what to expect, images of the destination and contact details for making further enquiries and bookings.

For an industry that depends on connecting travellers with destinations, experiences and places to stay, AI has, indeed, simplified the workload that the travel and tourism sector has endured over the years. AI is also being used to generate promotional posters and develop ideas for trips, giving businesses additional ways to present their services to travellers.

Elvis Maina, a driver in the travel industry, has experienced some of these changes firsthand.

“In the travel industry, AI has been so beneficial,” he says. He points out that many tour companies are now using AI to generate posters and develop ideas for trips and accommodation options.

“Secondly, AI has become a dependable research tool for sites and hotels, which eases the booking process and trip planning,” Maina adds.

That said, AI has its disadvantages. Maina notes that most content-driven adverts are generated with AI.

“This hinders creativity in marketing, where individuals are limited in coming up with their own creative ideas,” he says.

Travel businesses adopting AI are grappling with how they can use the technology to support their work without becoming overly dependent on it. In other words, how they can benefit from its capabilities without losing the creative touch and human input that make their services stand out.

As AI becomes mainstream in the industry, its influence will depend on how businesses choose to embrace and adapt to technology. While it offers new possibilities for making travel planning and marketing easier, the industry must also consider what makes people travel in the first place: the desire to discover new places, experience different cultures and create lasting memories.

For David Ngigi, an engineer and travel enthusiast, travel is all about leisure. When he is not working, he escapes the hustle and bustle of the city to enjoy adrenaline-filled activities. His interest in travel reflects the personal motivations that bring people to different destinations, whether they are looking for adventure, relaxation or a break from everyday life.

To serve the needs of the likes of Ngigi, travel companies need to find a balance between using AI to improve their services and retaining the creativity, personal interactions and local knowledge that shape a traveller’s experience. After all, while technology can help someone discover a destination, the experience of being there is something that goes beyond a recommendation on a screen.

As more businesses explore what AI can offer, how they incorporate it into their operations could influence how they attract customers and compete in an increasingly saturated industry. The question is no longer whether AI has a place in the travel industry, but how the industry can make use of it while ensuring that the human experience remains at the heart of travel.