The travel industry has been swept up in the wave of artificial intelligence. From chatbots to hyper-efficient logistics, AI is now deeply embedded in how travel brands operate. But as adoption accelerates, a more critical question emerges: What comes next?

“Beyond AI Tech” isn’t just the next tech trend. It signals a profound shift; a convergence of cutting-edge technologies like quantum computing, brain-computer interfaces (BCI), Web3, AGI, and robotics — all aimed at enabling smarter decision-making and deeper human-machine collaboration.

But more importantly, this evolution isn’t just about innovation for its own sake. It’s about enhancing what matters most: the human travel experience.

Emerging examples already point toward this future: quantum computing to optimize flight paths, AI-generated VR previews to spark inspiration, and even brain-computer interfaces being explored for real-time translation. These shifts suggest travel experiences will become increasingly predictive, adaptive, and emotionally resonant moving from transactional to truly anticipatory journeys.

This transformative vision was echoed by three leading travel innovators: Mohamed Shafraz Hafiz (Group Director of Digital Technology & Marketing, Pulse Hotels & Resorts), David Peller (CEO / Founder, If Not You; former Global Managing Director, Travel & Hospotality, Amazon Web Services), and Haaziq Buksh (Digital Marketing Manager, Tourism Fiji). Their collective insight? The future of travel isn’t merely more AI. It’s more humanity, powerfully amplified by technology.

Where AI Falls Short and Humans Still Shine

The travel industry has undeniably leaned heavily on AI for cost-efficiency and automation. But at what cost? Our experts highlight a critical over-reliance that, ironically, can undermine the very customer satisfaction it aims to improve.

Expedia’s ChatGPT-based assistant

Over-reliance examples abound:

• Generic chatbot frustration: Travelers often find themselves in impersonal loops, unable to reach a real person or address nuanced needs. As Shafraz notes, "This overuse leads to impersonal experiences, generic responses, and customer frustration."
• Expedia's declining satisfaction: David points out that while Expedia Group reports over 70% of customer interactions handled by AI, satisfaction scores haven't meaningfully improved. This suggests automation without delight can be a net negative.
• Lufthansa’s refund delays: David also cites Lufthansa’s AI-based refund system leading to complaints when customers couldn’t reach real humans for exceptions.

This focus on pure efficiency also leads to a significant threat: the homogenized experience. AI, by its very nature, tends to optimize for the average – popular destinations, best-reviewed tours, most-booked restaurants. The alarming consequence? Brands risk becoming indistinguishable. Local culture, unique experiences, and emotional nuances get flattened in the pursuit of predictability.

Expert takeaways underscore this challenge:

• David: "Too many brands use AI to eliminate friction: automating service, chat, bookings, without adding delight... We need to ensure we don't automate the magic out of travel."
• Haaziq: "AI is frequently used to simplify and streamline, rather than to surprise, connect, or inspire... For Fiji, this balance is essential. AI should enhance the journey by removing friction, but not at the expense of authenticity and emotional connection."
• Shafraz: "When hotels rely solely on AI, they risk losing the authentic, personal touch that only humans can provide, especially in moments that matter most to guests."
  

Peller cautions that algorithmic systems tend to optimise for clicks not cultural value. “Booking.com reports that 61% of travellers now seek hidden gems, but platforms rarely surface them. Intrepid Travel, however, uses AI to spotlight low-traffic, high-impact destinations based on community metrics.”

Shafraz adds that many AI systems default to broad segmentation (e.g., by country or region), which results in repetitive, uninspiring communications. He advocates hyper-segmentation tailored to individual preferences to maintain cultural richness and guest relevance.

Beyond Automation — AI as a Tool for Deeper Human Connection

The strategic shift isn't about removing humans; it's about leveraging "Beyond AI Tech" to scale empathy, local storytelling, and genuine relevance. AI, when applied thoughtfully, can become a powerful enhancer of the human experience.

1. Hyper-Personalization & Predictive Storytelling: AI's true power lies in its ability to analyse vast data sets to understand individual preferences and anticipate needs. This moves beyond basic recommendations to truly tailored journeys.

• Pulse Hotels & Resorts: They use AI-driven personalization to analyse guest preferences, behaviours, and past interactions. Through "predictive analysis & predictive storytelling," they craft tailored narratives in their communications, allowing for "hyper-personalise upsell more consciously to our guests."
• Tourism Fiji: Their soon-to-launch AI-powered itinerary builder, HipTraveler, will collect traveller type and interest points to generate fully customized itineraries, fostering an emotional connection with Fiji even before a trip is booked. Haaziq adds that Tourism Fiji also uses Zepic, an AI-enabled CRM platform, to segment audiences based on behavioural data while managing user consent. “This allows us to build trust and deliver personalization based on data users have actively agreed to share.”

Tourism Fiji's AI-powered itinerary building, HipTraveler

Tourism Fiji's AI-enabled CRM platform, Zepic

2. Emotional Intelligence & Service Recovery: AI can go beyond transactions by discerning sentiment and anticipating when human intervention is most valuable.

• Marriott Bonvoy Moments: Leveraging machine learning, it suggests not just stays but curated experiences based on loyalty behaviour, demonstrating AI's capacity to deepen emotional engagement.
• Emotional analytics: Peller highlights how AI detecting sentiment in feedback, tone in voice or facial expression in video can be used to personalize recovery and upsell pathways.

3. Hybrid Human-AI Models: The most successful models blend AI efficiency with irreplaceable human warmth.

• Marriott’s RENAI Virtual Concierge: Uses AI for recommendations based on real staff insights, prompting guests to connect with human Navigators for deeper, tailored experiences.
• Four Seasons’ “Chat” platform: Powered by AI but anchored by real staff, their hybrid model boasts over 80% satisfaction, significantly outperforming fully automated solutions.
• Intrepid Travel: They combine digital booking with real human touchpoints, emphasizing local guides who bring culture and spontaneity to life, demonstrating how "technology and human connection can complement each other beautifully."

4. Cultural Amplification via Tech: Instead of homogenizing experiences, "Beyond AI Tech" can celebrate and amplify local uniqueness.

• Google and the Singapore Tourism Board: Their collaboration used AR and location-based audio tours voiced by locals to preserve cultural authenticity.
• Tourism Fiji's strategy: They focus on elevating indigenous voices, working with local creators, and embedding authentic visuals and narratives to ensure Fiji’s unique identity shines through, making "AI a tool for cultural amplification, not uniformity."

Leadership in the ‘Beyond AI’ Era — he New Skillset

To thrive in this evolving landscape, travel leaders must shift their focus from purely digital skills to cultivating "digital wisdom"; a blend of tech understanding and profound human insight.

1. Adaptive Leadership Over Technical Literacy: "Tomorrow’s leaders won’t need technical literacy, they’ll need adaptive leadership," asserts David. Leaders don't need to code; they need to ask better questions and understand where tech truly adds value versus where it detracts.

2. Core Future Skills:

• Emotional Intelligence: The ability to connect on a human level, transforming negative experiences into loyal relationships, even as tech handles routine tasks.
• Cross-Cultural Competence: Essential for empowering authentic experiences and navigating a diverse global traveller base.
• Data Governance & Ethical Foresight: Leaders must champion privacy-first design, ensure consent, and build frameworks for responsible data use.
• Storytelling as a Strategic Tool: The ability to align diverse teams around purpose and translate complex technological advancements into compelling narratives.

3. Mindset Shifts:

• Tech as an enabler, not a replacement: Ensuring AI enhances, rather than diminishes, the personal touch.
• Transparency, fairness, and trust as performance drivers: Recognizing that ethical implementation is not just compliance, but a competitive advantage

Case studies illustrate this leadership:

• Brian Chesky’s customer obsession: Airbnb’s success is rooted in a CEO who obsessively talks to customers, continually reinventing the product based on feedback loops, showing intuition guiding technology.
• Singapore Airlines’ immersive staff training: They train frontline staff to use AI insights while maintaining emotional intelligence, a testament to AI-augmented hospitality.
• Adaptability during crisis: Leaders who quickly realigned operations and embraced new technologies during COVID-19 exemplify the agility needed.
  

Building the Path Forward: Tech with Intent

Photo by Andres Siimon on Unsplash

The evolution towards "Beyond AI Tech" solutions isn't merely theoretical; it's a necessity driven by the very limitations of current AI. These weaknesses: ethical concerns, data privacy, 'hallucinations,' explainability, and high implementation costs are eroding trust and demanding a new generation of accountable systems.

Acknowledging current AI limits:

• Hallucinations and accuracy issues: Booking.com, for example, pulled back on AI-generated hotel descriptions due to accuracy issues.
• Privacy risks and algorithmic bias: Airbnb has faced backlash over algorithmic bias in pricing and search rankings.
• Cost barriers and explainability: Implementing complex AI can be expensive, and understanding why an AI made a certain decision remains a challenge.

Shafraz points out that in hospitality, over-reliance on AI chatbots often leads to mechanical, impersonal interactions that fail to handle emotionally nuanced or complex guest requests. He stresses the need for escalation pathways and empathetic design.

These failures push us towards solutions that are safer, more transparent, and inherently human-centric.

Emerging solutions include:

• Blockchain for secure ID & transparency: IATA is trialing blockchain-based identity for seamless airport passage, offering immutable records and enhanced privacy.
• Federated learning for privacy: This allows models to be trained on decentralized data without sharing the raw information, protecting user privacy.
• Digital twins for simulating CX at scale: Delta Airlines uses digital twins in operations to optimize and predict outcomes, moving towards more comprehensive, data-driven foresight.
• Neuromorphic computing for energy-efficient edge intelligence: Mimicking human brain structures, these systems promise lower energy consumption and higher adaptability, pushing AI closer to human-like decision-making.

The strategic takeaway is clear: the evolution of AI will demand not just smarter systems, but wiser strategies that prioritize accountability, ethical design, and a deeper understanding of human needs.

Travel’s Future is Human — Enhanced by Tech, Not Replaced by It

"Beyond AI" is not about abandoning technology; it’s reframing its role. AI is here to stay, but it must evolve to serve people more meaningfully, empower local cultures, and deepen emotional loyalty. The future of travel will be defined by brands who can blend intelligence with empathy, automation with authenticity, and systems with stories.

Our contributors:

Mohamed Shafraz Hafiz,  Group Director of Digital Technology & Marketing,  Pulse Hotels & Resorts

David Peller,  CEO / Founder, If Not You

Haaziq Buksh,  Digital Marketing Manager,  Tourism Fiji