How do you use artificial intelligence for your next trip? Maybe it's more like, how don't you?
A February survey by Adobe found more than half of Americans (53%) have turned to AI for help with travel. The top applications in travel include comparison shopping (93%), discovering the working hours for hotel services and restaurants (90%), and finding nearby parking, restaurants and pharmacies (90%).
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The survey didn't say how well AI performed, including errors or simply misunderstanding the prompt.
And the truth is, AI isn't quite ready for prime time. Most of the free versions are often not up to date, they are imprecise, and the major AIs can't book a trip for you yet. But an AI model can offer general recommendations and whittle down a lot of data into something you can use - and it's lightning fast.
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When should you use AI to plan a trip?
However, there are also instances when AI can be a helpful tool. For example:
"Overall, discovery is one of the best opportunities for AI in travel," said Shiyi Pickrell, Expedia's senior vice president of data and AI.
Expedia's research suggests travelers view 141 pages of travel content in the 45 days before booking a trip, Pickrell said. "That's a lot of time spent just on planning and something that generative AI can simplify."
So, AI can be useful as long as you know when to use it.
Here's when you should not use AI to plan travel
There are times when you'll want to avoid using most AI models. For example:
Generally, AI still has some gaping holes when it comes to functionality, according to experts.
"I still don't think we're at the point when AI can be trusted to do much in the way of booking trips or making travel-related arrangements," said Emily DeJeu, who teaches business management communication at Carnegie Mellon University's Tepper School of Business. "People are better at that because human agents, like travel agents, understand they are accountable for getting things right, and that accountability creates trust."
I've had a tortured relationship with AI since the first version of ChatGPT flickered to life. I love the speed and depth of knowledge of artificial intelligence. For example, it generated a full itinerary when I planned my recent reporting trip to the Caribbean, which was mostly reliable.
And there's that word - "mostly." AI has recommended destinations that were closed, supplied me with inaccurate information about opening hours, and sent me to closed attractions. I can't fully trust it - yet.
But others can. Katharine Nohr, an attorney from Honolulu, used ChatGPT to schedule a recent trip to Japan for a friend.
"I used AI to create a detailed itinerary, list of top attractions to see, and common travel phrases in Japanese," she said.
Nohr says the itinerary was reliable and that she's used AI to plan other trips, including a summer trip to the Olympics.
Working with AI is like asking your know-it-all-friend to plan your next trip. It's helpful, but you might want to check the facts.
Christopher Elliott is an author, consumer advocate, and journalist. He foundedElliott Advocacy, a nonprofit organization that helps solve consumer problems. He publishesElliott Confidential, a travel newsletter, and theElliott Report, a news site about customer service. If you need help with a consumer problem, you canreach him here or email him at chris@elliott.org.
