The Pros and Cons of Robot-Generated Itineraries

AI’s promise in the travel world is all about speed and convenience. In the U.S., roughly one-third of travellers use AI tools for trip planning, and 37% say they trust AI-generated recommendations enough to act on them. This “seismic shift” in traveller behaviour is influencing everything from where family’s vacation to which shore excursions cruisers book.

But there’s another side to the story. The rise of AI in travel is exposing its limitations—especially when it comes to more complex, personalised requests. Travellers are reporting issues like:

• Inaccurate or outdated itineraries
• Generic “one size fits all” recommendations
• Overlooking unique local experiences or accessibility needs

These gaps can lead to frustration and missed opportunities, showing that while automated planning is convenient, it can’t replace the creativity and care of a seasoned travel expert.

Why Human Touch Still Wins: A Perspective from Shore Excursions Group

Paul Kiristy, founder of Shore Excursions Group, the world’s largest independent tour provider for cruise travellers, emphasizes that technology and human expertise should work hand-in-hand. His team is leveraging AI to refine behind-the-scenes logistics and streamline operations—but every booking still gets the attention of a real person.

“Our goal isn’t just efficiency,” Kiristy explains. “It’s about trust, personalisation, and ensuring every guest’s experience is unique. AI helps us with the heavy lifting, but real people make the magic happen.”

Industry Growth and Finding the Balance

As the global cruise industry soars—projected to serve 34.6 million passengers in 2024, rising by another 3.1 million in 2025—the opportunity for both tech innovation and human connection is huge.

The future of travel will be written by those who find the right balance: using AI for efficiency while preserving the irreplaceable value of human insight. For cruise lines, land tour providers, and luxury travel brands, the next chapter is about blending cutting-edge digital tools with attentive, high-touch service.

Bottom Line: The Best Trips Combine Tech & Heart

AI will keep empowering travellers to research and book faster—but truly memorable journeys still depend on real-world expertise, empathy, and attention to detail. The smartest travel companies aren’t replacing people with robots; they’re using technology to bring guests and experts closer together. And that’s the real secret to unforgettable holidays.