AI Is Changing Travel Planning. Human Expertise Matters More Than Ever.

For the first time in history, travellers have access to almost unlimited information at their fingertips.

Ask an AI tool where to go in Japan, how to spend ten days in Italy, or which cruise line offers the best value, and within seconds you’ll receive a detailed answer. It is impressive technology, and there is no doubt that artificial intelligence is changing the way people research and plan their travels.

But while AI can provide information, it cannot provide experience.

It cannot tell you which hotel consistently exceeds expectations despite having similar online reviews to its competitors.

It cannot explain why one cabin location on a ship may be significantly better than another.

It cannot draw on years of experience dealing with airlines, cruise lines, hotels and tour operators when things do not go according to plan.

Travel is one of the few purchases where the cheapest option is rarely the best option. The true value lies in making the right decisions before you travel and having someone in your corner when challenges arise.

At Amaco, we use technology every day. We embrace innovation because it helps us work more efficiently and deliver better outcomes for our clients.

But technology is only one part of the equation.

Relationships matter. Experience matters. Knowing who to call matters.

The future of travel planning will undoubtedly involve AI. However, I believe the most successful travellers will continue to combine technology with expert human guidance.

After all, information is readily available. Wisdom is much harder to find.

What do you think? Share your thoughts below.