BLACKSBURG VA – As more people turn to artificial intelligence (AI) for help in trip planning, travelers may increasingly rely on AI-powered tools. They can supply flight prices, potential hotel picks, and local recommendations. While such tools may be helpful, according to Virginia Tech Professor Juan Luis Nicolau, he cautions they should be used carefully.
Nicolau, the J. Willard and Alice S. Marriott Professor of Revenue Management at the university’s Pamplin College of Business, is an internationally recognized scholar. His research covers consumer behavior, pricing, tourism, and hospitality.
Rule No. 1 in using AI travel tools? “Verify everything,” Nicolau says.
“AI is excellent for idea generation and trip inspiration,” he acknowledges. It can be risky, though “to make decisions without independent confirmation,” the professor adds. Think of AI, he suggests, “as a smart first draft, not the final word.”
Nicolau believes travelers should still do their own research, even when AI provides a useful starting point. “Always look at an airline’s website,” he urges. “Compare hotel reviews across multiple platforms. Confirm local recommendations, such as opening hours or transportation schedules. AI can point you in the right direction,” Nicolau says, “but the details still need human eyes.”
Photo by Yousef Alfuhigi on Unsplash, used under license
Be Specific, and Ask for Alternatives
He also encourages travelers to be as specific as possible when interacting with AI tools. “Generic prompts lead to generic answers,” he notes. If travelers want useful results, they must “tell AI exactly what matters most.”
Nicolau also recommends asking AI for multiple versions of an itinerary. “Request three itineraries that each emphasize a different focus,” he proposes. “One should prioritize cost, another convenience, and another cultural experience. Seeing the trade-offs laid out helps travelers make better choices.”
Make personal privacy a priority, too. “People shouldn’t paste personal information like passport numbers, booking codes, or home addresses into AI tools,” he said. “Common sense privacy still applies.”
How AI May Serve Future Travelers
Looking ahead, Nicolau anticipates future AI systems will play a larger role in travel planning. They can be expected to be “agentic,” potentially having the ability to act independently, make decisions, and influence outcomes.
“These tools will function more like personal travel assistants,” in Nicolau’s view. They may “query multiple vendors, scan airlines and hotels for real-time perks such as upgrades or late checkouts, and automatically re-book flights when disruptions are expected,” he predicts. “Future tools will make travel planning more adaptive, personalized, and stress-free.”
Even as these systems evolve, however, Nicolau says human judgment remains essential. “AI is fantastic at generating options, but humans are better at values,” he said. “It is still our own sense of meaning that makes travel truly rewarding.”
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