By: Katie Robinson, Senior Director of Events at Suzy

A few weeks ago, I asked AI to help plan my summer holiday. Within seconds, I had a full itinerary. This included flights to Amsterdam, museum recs, even an excursion outside of the city. I was relieved that with little time to plan my own trip, I didn’t have to sift through hours of YouTube videos, guidebooks, and online forums to curate the trip of my dreams. And yet, on the second day of my trip, I ditched the plan to take a canal tour that was recommended to me by someone. Before I knew it, I was also skipping an AI-approved excursion to instead head to Gouda, the birthplace of the namesake cheese.

This is all to say that technology is revolutionizing how we travel, but it can’t replicate the serendipity that makes it magical. As AI tools become smarter, we still need space for something uniquely human. AI helped me lay down a great foundation for my trip, but human interaction took it over the edge to become the memorable holiday of my dreams. So, how exactly can AI help plan?

The rise of the robo-travel agent

Travel planning has officially entered its tech-enabled era. AI and machine learning are reshaping how consumers research, book, and experience trips.

• Google’s Gemini can now craft entire travel plans through conversational chat.
• Layla uses AI to generate personalized itineraries based on your destination and interests.
• Hopper applies machine learning to predict airfare and hotel price trends with uncanny accuracy.
• Kayak’s AI Trip Planner taps into ChatGPT to let travelers create detailed itineraries using natural language prompts.

These tools are fast, frictionless, and increasingly intuitive. According to Statista, a significant number of travelers now use online tools or apps to plan their trips. They’re favoring platforms that offer efficiency, transparency, and personalization.

And yet, something’s missing. A 10-second itinerary might be impressive, but is it inspired?

Why travel needs more than just tech

With all this automation, a quiet tension is emerging. While AI is solving for complexity, it may also be flattening the magic of travel. That spontaneous sunset stroll. The unplanned street food feast. The last-minute change of plans that leads to something unforgettable.

According to Booking.com’s 2024 Travel Predictions, 53% of global travelers are comfortable using AI to plan at least part of their trips. But they’re not turning over everything. Instead, they’re mixing smart tech with social media inspiration, trusted word-of-mouth, and gut instinct.

The result? Just what I used in Amsterdam. A hybrid travel style. Think part data, part daydream.

What travelers really want (Hint: it’s not just convenience)

Consumers today crave convenience, but not at the expense of connection. Many love how AI tools simplify complex planning, yet still seek validation, emotional reassurance, and a sense of discovery.

Most seasoned travelers will tell you the best part of any trip is the “unexpected discovery.” That moment when a local suggests a hidden Fado music bar in Lisbon. Or when a detour leads to an unforgettable view of the city. Those off-script moments hit differently and they hit better when a helpful itinerary gives you the confidence to veer off course.

‍Having an AI-assisted plan doesn’t limit exploration, it supports it. It provides structure so travelers can relax and make room for the unplanned.

Insights on the go: Why research matters now

This is where market research becomes essential.

As brands in travel, hospitality, and tech race to innovate, the real winners will be those who deeply understand the traveler mindset. Not just what consumers do, but how they feel doing it.

At Suzy, we help brands capture the full journey, both emotional and logistical. With fast, iterative consumer research, our partners can:

• Test new AI-driven features before launch
• Uncover what builds or breaks trust in travel platforms
• Explore generational differences in trip planning behaviors
• Pinpoint where tech enhances the experience, and where it erodes it

For example, a travel startup might want to understand why users are bouncing from an AI-powered planner at checkout. A luxury hotel chain may want to test language that blends human warmth with digital convenience. A tourism board might be exploring how Gen Z prefers to travel off-script.

In all these cases, Suzy helps brands turn real-time insight into smarter strategy.

My take: AI set me up, but it didn’t steal the show

Back to my Amsterdam adventure. I started with all the tech: a chat-based itinerary builder, a price alert app, a recommendation bot. But by day three, I was ignoring some of it. I wandered. I asked locals for advice. I followed the smell of stroopwafels instead of the GPS.

And guess what? That’s when the trip really started.

That experience reminded me of something simple but profound: tech is a brilliant tool, but not a travel guide. It opens doors. And we have to choose whether or not to walk through them. Tech is here to support our adventures, not replace them.

The new travel companion: human + machine

As AI continues to transform the travel industry, one thing is clear: the human element isn’t going anywhere. AI is redefining what’s possible in travel, but it’s not replacing the magic of human experience. It’s making room for more of it. And by helping travel and hospital brands to tap and track authentic human voices, Suzy ensures that their AI-driven products and services will really connect with travelers.

Today’s travelers want the best of both worlds: the clarity of smart tools and the richness of lived experiences. That’s why brands should be building a balance between planning and play.

Want to learn how Suzy helps brands understand the modern traveler mindset? Let’s connect.