AI could plan your holiday. But should it?
Why I I believe that a great holiday is not a data search
I wanted to write about how I feel with this as it's incredibly topical! But in my opinion maybe use AI for inspiration. But do not confuse information with experience. Here's why...
I can’t help but internally cringe a bit when someone tells me they’ve asked AI to plan their holiday. Yes, tools like ChatGPT are incredibly clever. Type in your destination, dates, budget and wish list, and within seconds you can get a full list of hotels, restaurants, things to do and even a suggested itinerary.
Impressive? On the face of it, yes. But in my experience what comes back is usually a big, cold blurb of information! I’ve had some clients eagerly send me their “AI research” and, after a skim, it nearly always feels generic, overwhelming and not really them at all.
I believe that a great holiday is not a data search. It is about you as a person. Whether it is a straightforward week in the sun or a more complex, multi‑stop adventure, the same thing matters - it has to feel like the right holiday for YOU.
It starts with a real-life conversation. Asking questions. Working out what someone really wants from their time away, even when they are not quite sure themselves. It is building a trip step by step that suits you.
That is where real experience matters.
I work with a large network of travel professionals and
between us we have huge shared first-hand knowledge of destinations around the
world. We share experience of:
• Which resorts actually work for families, couples, solo travellers and big
family groups
• Which places look amazing online but don’t quite deliver in real life
• The hotels people go back to again and again
• The little details that make a big difference, like room locations and the
feel of each resort
You do not get that by typing a question into a chatbot.
I also work closely with trusted local travel partners in destination who know what is really happening on the ground, which resorts are best for our clients brief, which experiences are worth doing, and the hidden gems that might never make it onto an AI generated list.
Your holiday is not a generic search query. It should be personal: your budget, your interests, your travel style and your expectations.
Maybe use AI for inspiration. But do not confuse information with experience.
When it comes to travel, nothing beats real, human knowledge. And if you are spending your hard-earned money and precious annual leave, it is worth having a real person in your corner taking care of your trip who genuinely knows what they are talking about.
