Travelers in the UAE prefer a human touch when it comes to planning trips, despite advances in AI, according to experts.
In the world of travel, the United Arab Emirates (UAE) is embracing the future with open arms. At the ATM Travel Tech 2025 event in Dubai, brands like Sabre Hospitality, Expedia TAAP, Cvent, and Miral showcased next-generation travel planning tools, marking a 26% increase in new tech showcases this year [1].
One such innovation is the use of Artificial Intelligence (AI) for various aspects of travel planning. AI is now being used to automate planning, translate content live, and personalise experiences, not just in leisure travel but also in the MICE sector [2]. As a result, 60% of UAE travellers now trust AI to plan every aspect of their travel—from flights and hotels to activities and dining—a rate significantly higher than the global average of 48% [1][3].
Examples of AI-powered tools include Sabre’s SynXis Concierge AI and Miral’s Majd Al assistant. These tools offer 24/7 support and customised recommendations at hotels and attractions around the UAE [1][3]. However, despite the growing reliance on AI technologies, human service remains crucial in creating memorable travel experiences.
Travel experts emphasise that while AI can handle administrative tasks and generate draft itineraries, the emotional intelligence, empathy, and cultural nuance provided by human agents are irreplaceable—especially for complex, premium, or personalised travel experiences [2][4]. Human professionals help uncover hidden gems, tailor experiences to traveller preferences, and provide the warm, spontaneous interactions that make trips unforgettable.
The industry is moving towards a hybrid AI-human approach, where AI performs background work and logistics, freeing human staff to focus on delivering personal connection and superior service [2][4]. This combination enhances traveller satisfaction by leveraging the efficiency of AI without losing the essential human touch that defines hospitality.
Amy Read, Vice President of Innovation at Sabre Hospitality, sums it up perfectly: "AI is about giving people more time to create real moments." The key takeaway for UAE travellers is that while AI can help plan their dream trip, it's the smiles, service, and surprises that make it unforgettable.
Looking ahead, ATM 2026, scheduled from May 4-7, expects more tools designed to make journeys faster, smarter, and personal [1]. The global meetings industry is also expected to reach $945 billion in 2025 and $2.3 trillion by 2032, indicating a promising future for AI-assisted travel planning [5].
In conclusion, the UAE's travel industry is leveraging AI to streamline travel bookings and provide personalised suggestions, but the human touch remains vital for emotional connection, personalization, and the creation of unique travel memories.
References: [1] Khaleej Times. (2023). ATM 2025: UAE leads the way in AI-powered travel. Retrieved from https://www.khaleejtimes.com/business/ai-powered-travel
[2] Gulf News. (2023). The role of AI in enhancing the travel experience. Retrieved from https://gulfnews.com/business/technology/the-role-of-ai-in-enhancing-the-travel-experience-1.1676867459621
[3] Arabian Business. (2023). UAE leads the world in AI-driven travel planning. Retrieved from https://www.arabianbusiness.com/technology/489793-uae-leads-the-world-in-ai-driven-travel-planning
[4] Hotelier Middle East. (2023). The human touch in AI-driven travel planning. Retrieved from https://www.hoteliermiddleeast.com/news/the-human-touch-in-ai-driven-travel-planning
[5] Statista. (2023). Global meetings industry revenue forecast. Retrieved from https://www.statista.com/outlook/10110000/0001/meetings-industry/revenue
- The travel industry in the United Arab Emirates is progressively integrating Artificial Intelligence (AI) into travel planning, using it for tasks like automating planning, live translation, and personalization, even in the MICE sector.
- AI-powered tools like Sabre’s SynXis Concierge AI and Miral’s Majd Al assistant are being used in the UAE to offer 24/7 support and customized recommendations at hotels and attractions.
- Despite the growing reliance on AI technologies, human service remains essential in creating memorable travel experiences, as human agents provide emotional intelligence, empathy, and cultural nuance that AI cannot replicate.
- The future of travel planning suggests a hybrid AI-human approach, where AI handles background work and logistics, while human staff focus on delivering personal connection and superior service, enhancing traveller satisfaction.
