AI revolution in the tourism industry
Human expertise remains irreplaceable despite automation

Artificial intelligence (AI) is revolutionizing the tourism industry and changing how people plan and book their trips. According to TUI manager Pieter Jordaan, generative AI that can generate new content will very quickly replace tasks in the industry. "Those who use the technology will be faster and more productive than those who do without it," said the travel company's CIO. However, he does not believe this will lead to job losses.
TUI's U.K. subsidiary has already begun using the ChatGPT text robot in its app. In a test, about half of its customers can access the service. ChatGPT uses generative AI to provide users with personalized suggestions for excursions and to answer questions about vacation destinations. Demand for the service has been higher than expected, with more than 10,000 users.
While AI is improving the tourism sector, industry experts stress that human professionals will remain irreplaceable. Schauinsland-Reisen, a tour operator that is testing ChatGPT, notes that AI cannot replace the experience and expertise of its professionals. "The human gut feeling in putting together our products cannot be replaced by AI," said a spokesperson for the company.
The industry association DRV agrees and believes that travel professionals in travel agencies will remain indispensable. They know their customers' wishes and preferences and can make customized offers. "This content - which is not freely available on the web - with all the expert tips cannot be provided by AI today," said a spokesperson for the association.
TUI plans to expand its use of AI beyond the UK. If testing is successful and the company is satisfied with the security, the product should be launched by the end of the year. In Germany, there are already several travel companies using ChatGPT for various applications.
To prevent incorrect responses from ChatGPT, TUI has taken precautions in the app. Answers can be checked before they are shown to customers. TUI pays a small fee for each request. At no time does TUI share customer data when ChatGPT is used in the app.
Mark Tantz, COO Central Europe at DER-Touristik, sees AI as an opportunity to mitigate the shortage of skilled workers and relieve employees of simple tasks. However, Ingo Lies, founder of sustainable tour operator Chamäleon Reisen, which uses ChatGPT for accommodation descriptions, emphasizes the undiminished value of direct contact with customers. "You should still be able to reach those responsible for individual destinations directly," Lies said. Travel company Alltours takes a similar view: "Personal contact with our customers remains important for us, and AI cannot replace it."
