The fact is travel planning is getting smarter and a lot faster thanks to AI. According to new research by Tourism Economics for Arabian Travel Market (ATM), in the UAE, six in ten travellers now rely on AI to plan and organise their entire journeys. And that’s far outpacing the global average of 48% .
Whether it’s mapping out a desert escape, picking the perfect restaurant, or booking a hotel with one tap, AI is rapidly becoming a trusted source and travel assistant. But while algorithms can personalise recommendations and respond in milliseconds, there’s still no replacement for the warmth of a welcome smile or the intuition of a seasoned travel expert.
That message rang loud and clear during ATM 2025, where tech leaders, hoteliers, and event professionals explored how digital tools are reshaping travel, and why people remain the heart of the experience.
AI is everywhere and getting smarter
From predictive trip planners to AI-powered chatbots, Middle Eastern travel firms are leaning into innovation. Sabre Hospitality, a global tech provider with strong presence in the region, introduced SynXis Concierge AI, a platform that uses generative AI to give hotel guests fast, personalised responses to complex queries, round the clock.
Meanwhile, Miral rolled out its own AI concierge, Majd Al, across attractions such as Ferrari World and Yas Bay Waterfront in Abu Dhabi, where the assistant offers real-time suggestions tailored to a visitor’s preferences, whether they’re thrill-seekers, foodies, or travelling with family.
In Saudi Arabia, Almosafer is taking a user-first approach, co-creating new travel tools by listening directly to customer pain points. Likewise, Expedia TAAP is building solutions based on feedback from travel agents themselves, ensuring the application of both tech and real-world insights provide better outcomes for clients.
Even in the MICE sector, AI is proving its value. With the global events industry on track to hit USD 2.3 trillion by 2032, organisers are using AI to automate venue sourcing, personalise schedules, translate sessions in real time, and generally elevate the entire attendee experience.
Human touch still matters
Despite the rapid growth of AI, one theme echoed across the ATM panel, and that is technology should enhance, not replace, human connection.
“It is important to recognise that human connection is at the core of hospitality. When we think about innovation within hospitality, we try to find ways that amplify those key moments, rather than replace them. We want to free up staff time so that they can engage in more meaningful interactions.” – Amy Read, VP Innovation at Sabre Hospitality.
And it’s not just hotels. Tour operators, destination marketers, and event planners across the Middle East are realigning their human capital toward empathy, creativity, and guest-focused experiences. AI might help personalise itineraries or speed up check-in processes, but it’s still very much the people, like travel agents and local guides with insider knowledge and tips, or the hotel concierge who remembers the names of guests, who make a trip memorable.
Danielle Curtis, Exhibition Director ME, Arabian Travel Market, summed it up perfectly:
“The most powerful technologies in travel are those that amplify human interactions. The industry is committed to innovation — but always with people at the centre.”
There’s no denying that AI is here to stay, and its benefits are undeniable (efficiency, personalisation, and 24/7 support); and increasingly, Middle Eastern travel leaders are setting a new global standard by marrying intelligent technology with meaningful, human-led service.
In this new era of travel, the itinerary might come from a bot, but the memories still belong to the people who bring the journey to life.
Also read: Should we be threatened by the rise of AI travel agents?
