AI Is Great for Planning Trips.
Or Is It?
AI is becoming an increasingly familiar part of everyday life, and travel planning is no exception. At this year’s British Tourism & Travel Show (BTTS), held at the NEC Birmingham in March, Oliver Sissons, search director at digital agency Reboot Online, explored how AI tools are changing the way we plan trips.
ChatGPT, one of the best-known AI tools, has seen a 130% year-on-year increase in use for travel-related research. While Google remains the go-to search engine for 90% of people, research presented at BTTS suggested that 83% now prefer AI for researching certain queries.
So, what is the difference? Rather than providing a list of blue links, AI tools aim to deliver a direct answer to a question. Google itself is also changing, with AI-generated overviews now appearing at the top of many search results.
For GTOs and tour planners, these developments offer exciting possibilities. AI tools such as ChatGPT and Claude can help create itineraries based on specific criteria, potentially making the planning process quicker and more targeted.
However, there is another important change taking place behind the scenes. Success is no longer simply about ranking highly in search engines through the sometimes mysterious world of SEO. Increasingly, travel businesses need to be recognised and recommended by AI.
According to Sissons, AI tends to favour brands with easy-to-navigate websites, strong online visibility and an established reputation within the travel industry. Conversely, businesses with inefficient websites, limited content or little depth are less likely to feature.
But should we trust everything AI tells us?
One concern is the authenticity of the information it presents. Sissons explained that around 80% of AI citations come from earned media, including journalism. Mentions from authoritative sources can help build a brand’s credibility – and influence what AI recommends.
There is no doubt that AI is developing rapidly and can be an extremely useful resource for group travel organisers. However, it is best viewed as a support tool rather than an unquestionable source of information.
For GTOs, the best approach is to experiment with AI, ask questions and explore its capabilities – but always keep an open and enquiring mind.