As artificial intelligence (AI) becomes increasingly integrated into the tourism industry, many businesses face a critical decision: should AI tools mimic human-like interactions, or should they highlight the human expertise that shapes them? Recent research suggests that rather than anthropomorphizing AI, tourism businesses should emphasize the human effort behind AI systems. Doing so builds consumer trust, enhances perceived value, and fosters stronger connections between technology and travelers.
AI in Tourism: A Growing Trend
From virtual travel assistants to AI-powered itinerary planners, the tourism sector is leveraging AI to improve customer experiences. Airlines use AI chatbots for customer inquiries, hotels employ smart assistants for concierge services, and destinations harness AI-powered recommendations to personalize visitor experiences. However, many of these AI solutions are designed to feel human-like—equipped with conversational tones, digital avatars, and simulated emotions. While this may seem like an effective engagement strategy, research indicates that travelers prefer AI that transparently incorporates human expertise rather than AI that merely mimics human interactions.
Why Humanizing AI in Tourism Can Backfire
Human-like AI can create unrealistic expectations, leading to frustration when the technology falls short. For example, if a chatbot sounds too human, customers may assume it possesses human-level problem-solving abilities. When it fails to handle complex travel disruptions—such as rebooking a multi-leg international flight—dissatisfaction increases. Additionally, overly humanized AI can trigger discomfort due to the "uncanny valley" effect, where an AI system that is almost, but not quite, human-like feels unsettling rather than engaging.
A more effective approach is to highlight the human expertise that informs AI-powered tourism tools. This strategy reassures travelers that AI-driven services are reliable, accurate, and rooted in professional knowledge, ultimately fostering greater trust and adoption.
Applying This Approach in Tourism
Tourism businesses can enhance AI acceptance by emphasizing the human role in AI development and deployment. Here are some practical applications:
1. AI-Powered Travel Planning with Human Expertise
Many online travel platforms use AI to suggest destinations, accommodations, and activities. Instead of presenting these recommendations as purely algorithm-driven, companies can emphasize that their AI models are trained using insights from experienced travel agents, local guides, and hospitality professionals. For example, a travel app might state: “Our AI-powered recommendations are curated with input from expert travel advisors to ensure an authentic experience.”
2. AI Chatbots with Transparent Human Oversight
Many hotels and airlines use AI chatbots to assist customers. Rather than positioning these chatbots as standalone digital concierges, businesses should highlight the collaboration between AI and human agents. A chatbot for a boutique hotel, for instance, might introduce itself by saying: “I’m your virtual assistant, trained with insights from our experienced hospitality team. If you need personal assistance, our staff is always available.” This messaging reassures guests that AI complements, rather than replaces, human service.
3. AI in Destination Marketing: Highlighting Local Knowledge
Destination marketing organizations (DMOs) are increasingly using AI to tailor content for travelers. AI-driven chatbots or virtual guides can enhance engagement by making it clear that they rely on local expertise. For example, a city tourism board could frame its AI recommendations as: “Discover hidden gems recommended by our local experts, curated through AI.” This approach reassures travelers that their experiences are shaped by real human insights, not just algorithms.
4. AI-Enhanced Hotel and Airline Services
Hotels and airlines can use AI to streamline check-ins, personalize room preferences, or suggest upgrades. Instead of presenting AI as an independent decision-maker, businesses should underscore the human expertise that refines these services. An airline could frame its AI-powered seating suggestions as: “Designed with input from frequent flyers and travel comfort experts, our AI helps you select the best seat for your journey.” Similarly, a hotel might position its smart room technology as: “Our AI-powered smart rooms are configured based on feedback from top hospitality professionals to ensure maximum comfort.”
The Competitive Advantage of Emphasizing Human Input
By highlighting the human expertise behind AI-driven services, tourism businesses can differentiate themselves in an increasingly tech-driven industry. This approach fosters trust, enhances credibility, and strengthens customer relationships. Moreover, it shifts the narrative from "AI replacing human jobs" to "AI enhancing human expertise," reinforcing a positive perception of technology’s role in tourism.
Conclusion
Rather than making AI seem human, tourism businesses should focus on making AI-powered experiences feel more trustworthy by showcasing the expertise behind them. By integrating messaging that highlights human oversight, travel brands can create AI solutions that travelers trust, appreciate, and engage with more effectively. The future of AI in tourism isn’t about replacing human touch—it’s about reinforcing it with smart, human-informed technology.
About the Author: Stephen Ekstrom
Stephen Ekstrom is the embodiment of a passionate lifelong learner and a seasoned professional in the tourism industry, serving as the CEO and co-founder of Learn Tourism - the nonprofit academy. With over 25 years of experience, he has cultivated a deep understanding of tourism development and education, driven by his commitment to advancing the industry and fostering sustainable economies. Stephen's insatiable curiosity and love for knowledge have led him to be a proud nerd, constantly seeking to expand his expertise and share his insights with others. Alongside his faithful furry companions, Rudy and Marjorie, he embraces the digital nomad lifestyle, traversing the globe and immersing himself in diverse cultures. A dedicated advocate for continuous improvement, Stephen is a professional member of the Association for Talent Development and a member of Skal International. Stephen holds prestigious certifications in Inclusive and Ethical Leadership from USF, AI Governance and Ethics from Brown University, and Sustainable Business Strategy from Harvard Business School.