Smarter, Safer, More Seamless: When AI Gets Travel Right
Last week, I wrote about the risks of AI in travel - from “surveillance pricing” to opaque decision-making. But that’s only half the story. The other side is far more optimistic: AI is also responsible for some of the best innovations travelers are experiencing right now.
When designed responsibly, yes AI creates efficiency for airlines and hotels. But it also makes trips more personal, secure, and stress-free for the people taking them. Here’s where we’re already seeing it in action.
1. AI that fixes disruptions before they ruin your trip
Flight canceled? Weather delay? Some airlines, including Lufthansa and Emirates, are now piloting AI assistants that automatically rebook travelers on alternate flights, and even secure hotel vouchers, before you’ve reached the service desk (Skift, Phocuswire).
(note: at first read of this, I immediately thought of flights I have been automatically rebooked on in the past that didn’t align with my overall travel needs. Like many of you, I am a healthy skeptic! But the AI component of many of these new rollouts will help ensure automated pivots are truly optimally aligned with individual travelers’ needs).
Instead of spending hours in line, travelers can get back on track in minutes. For brands, this reduces customer frustration and fosters loyalty through real-time responsiveness.
2. Personalized perks that actually feel personal
Marriott recently rolled out AI-powered loyalty upgrades across multiple brands, using guest behavior to surface perks that matter most - whether that’s a late checkout, a food credit, or a room upgrade (Washington Post).
Done right, rather than manipulating demand, it’s about delivering more meaningful experiences that deepen customer relationships.
3. Safer bookings and smoother boarding
Fraudulent bookings and payment disputes are a massive problem in travel. Airlines including Delta and United are using AI-driven identity verification tools to flag fraud early and speed up check-in (Washington Post).
For travelers, this means less risk of stolen data - and shorter waits at security and boarding gates. It’s one of those “invisible” uses of AI that quietly improves the journey.
4. Smarter planning and booking tools
AI is also helping travelers save money and time. Kayak recently introduced AI-powered price prediction, while Google’s Gemini integrations are helping travelers compare options and know when to book. (BUT remain vigilant and aware that AI bots are infiiltrating these systems - TechRadar).
For travelers who feel overwhelmed by choice, these tools can cut through the noise and deliver clarity - often helping avoid overpaying.
Why This Matters
AI in travel is a double-edged sword. Yes, there are risks of misuse, as I discussed in my previous post. But when implemented with transparency and traveler-first design, AI has the potential to make trips smoother, safer, and more enjoyable.
The takeaway? Travelers should remain aware and vigilant - but they should also recognize that many of today’s frustrations are being solved by AI behind the scenes. And for brands, the challenge isn’t whether to adopt AI, but how to adopt it responsibly.
Closing Thought
The best way AI can support the future of travel is in giving us better journeys, faster solutions, and more personalized experiences (note: this doesn’t mean replacing humans at every junction). When done right, everyone wins.
