Would You Trust AI to Plan Your Next Vacation?

When Jason Brown organized his summer holiday to Amsterdam and Ireland, he didn’t rely on travel books or social media. Instead, he turned to ChatGPT, OpenAI’s generative artificial intelligence tool. Brown used the AI to help craft a 10-day itinerary for his trip with his family, visiting Dublin, Galway, and Amsterdam.

AI is increasingly being used to plan vacations, but travelers still find human advice and fact-checking essential for a smooth experience

“I used to rely on sites like TripAdvisor,” said Brown, who runs the recruitment company People Movers. “But with AI, I had all the information I needed in 15 seconds.” He described the experience as "fantastic," noting that ChatGPT provided detailed plans, including a golf itinerary for Dublin and a schedule split into morning, afternoon, and evening activities. For instance, it suggested starting in Dublin with a visit to Trinity College, followed by Grafton Street in the afternoon, and Temple Bar in the evening. For Amsterdam, it recommended popular sites like the Anne Frank Museum and Van Gogh Museum.

While Brown followed many AI suggestions, he also relied on personal recommendations from friends and an online community. He appreciated the balance, saying AI provided “a perfect skeleton of a trip,” while human advice added unique experiences that the tool couldn’t offer.

Generative AI tools like ChatGPT, Google’s Gemini, Microsoft’s Copilot, and travel-specific platforms like Trip Planner and Ask Layla are becoming increasingly integrated into travel planning. According to a Sainsbury’s Bank Travel Money survey, one in 10 Britons has used AI to plan a holiday, and 20% are likely to do so in the future. However, the study revealed that AI has room for improvement, with 38% of users finding the results too generic, and others reporting missing or incorrect information.

Caroline Bremmer, head of travel and tourism research at Euromonitor International, warns that while AI can create personalized itineraries, its accuracy depends on the quality of the data it’s trained on. Outdated or incorrect information can lead to flawed recommendations. She advises travelers to verify AI results with other sources, like local residents or travel agents, to ensure up-to-date and accurate advice.

Sardar Bali, co-founder of Berlin-based AI travel service Just Ask Layla, emphasized the importance of accuracy. While his service uses both automated and manual verification processes to check the content, Bali admits occasional errors, such as a misplaced mention of an Eiffel Tower in Beijing.

Travel companies are also getting in on the trend. Expedia recently launched Romie, an AI tool within its app, designed to help U.S. users plan vacations by narrowing down destinations and comparing options based on themes, such as family-friendly beaches.

Despite the growing use of AI in travel, not all experiences are positive. Freelance writer Rebecca Crowe had disappointing results when using AI to plan a trip to Lecco, near Lake Como. The itineraries were impractical, suggesting too much travel between destinations like Milan and Bellagio. She also had trouble finding up-to-date information on gluten-free restaurants and ferry schedules.

Crowe now uses AI primarily as a tool for broad inspiration but advises travelers to cross-reference its suggestions with more reliable sources. “It’s a good starting point,” she said, “but it doesn’t save as much time as you’d think due to the fact-checking required.”