Generative AI Use Cases in Travel and Tourism

generative ai blog hero woman with phone and colorful background
by Chris Adams
Head of Research & Insights

In the first blog of this blog series, we described the foundations of generative AI and some core principles in thinking about its use in travel and tourism. Now we’ll look at five broad areas where generative AI can be implemented in tourism and hospitality organizations.

1. Content, Marketing & Advertising 

Generative AI can empower the creation, delivery and management of a wide range of travel content, marketing and advertising. This includes generating ideas, insights and draft copy for articles, blogs and itineraries. A range of AI applications support marketing and advertising in the creative and design phase through delivery via online advertising, websites, social media, email and more. 

Given that generative AI is built on a large language model, content can also be generated and/or translated across a wide range of international languages making it highly useful in international tourism marketing and customer support.  


  • ChatGPT: free and easy-to-use platform to test, ask questions and generate content on almost any topic
  • Bing Chat: a ChatGPT-powered chat feature on Bing search, available through Microsoft Edge
  • Grammarly AI: a long-established writing and proofing tool that has had an upgrade leveraging generative AI 
  • CopyAI: generates draft copy for articles, blogs, itineraries and more 
  • Astria: creates customized AI driven images and video
  • Uizard: creates creative and design ideas and mockups
  • Alttext.Ai: generates alt-text to make images and other graphical content  visible to search engines and users with visual impairments. 
generative ai blog boats

Generative AI apps such as Astria can create customized AI driven images and video.

2. Trip Planning & Booking

Generative AI applications are ideally positioned to support the trip planning process from dreaming, researching, planning and booking. One major question is whether generative AI will strengthen intermediaries (online travel agencies/OTAs) such as Expedia, or will it open up more opportunities for accommodation and activities to drive direct bookings? This will depend on the ease of customizing and implementing AI-driven solutions into businesses with limited resources. For now, major intermediaries have the first mover advantage with the OTAs such as Expedia being the first to launch a generative AI plug-in to its mobile app. 


generative ai blog little robot chatbot with bubble text

Expedia and Kayak were the first to launch ChatGPT powered chatbots as plugins to their mobile app. Photo: Phocuswire.

3. Customer Service

The previous generation of AI launched a wide range of chatbots with some success in solving the more routine, common customer service issues. Generative AI’s greater capabilities should create remarkable improvements in chatbots assisting travelers by more seamlessly addressing complex booking changes and cancellations to questions such as “what to do on rainy days with kids?” and “what are the top vegetarian restaurants in town that stay open late?”. With the potential of generative AI-driven chatbots like ChatGPT, we should see remarkable advances in hybrid guest services or visitor centers with customer service that integrates this technology with the ability to engage with human staff for a high-tech, high-touch solution. 


  • ChatGPT: test ChatGPT with sample customer service questions that may arise in your business or destination.  
  • Chat D-ID: a generative AI chatbot with a surprisingly lifelike avatar to interact with

4. Administrative & Operational Support

Generative AI applications offer the potential to assist in almost every area of company administration and management. This includes potential to support software development and coding, accounting, legal and HR functions. In many instances, it should enhance the productivity of staff by reducing routine or administrative functions. Productivity should also be enhanced by tools that help schedule and prepare for meetings and presentations and help in summarizing decisions and assigning follow up tasks. 


  • ChatGPT: try ChatGPT to create legal documents, reply to customer service complaints or write business correspondence on almost any topic.
  • Tabnine: AI assistant for software development
  • AskCodi: a complete tool that can be used by developers during the development process

5. Whatever You Can Imagine...

The four use cases and examples are just the start. New generative AI-driven apps and solutions are emerging every day, along with new ways of applying them. To stay up to date on the range of new generative AI tools, apps and solutions, check out and


Get in touch

Let's work together
· Contact Us · Contact Us · Contact Us