“I can’t travel without ChatGPT”: How AI is reshaping travel planning

A traveller mapping out their next holiday scrolls through Booking.com, checks Google Maps and skims Instagram for inspiration, then opens ChatGPT. Seconds later, the chatbot presents a complete itinerary of where to stay, what to do, and even what to skip. Faced with a clear, confident plan, the traveller closes the other tabs and follows the AI’s lead.

For many travellers, this has become a familiar way to plan a trip. They are no longer jumping between multiple websites to research destinations, compare options, and build itineraries. Instead, they are turning to AI because it is faster, more personalised, and more interactive.

AI as a decision shortcut

According to Dr Alrence Halibas, RMIT Senior Lecturer in Digital Marketing and lead author of the research paper “I can’t travel without ChatGPT: Trends, insights, and future research directions of Gen AI in travel planning”, the rise of AI in travel planning marks a fundamental shift in consumer behaviour.

“We are seeing a move from search-based planning to AI-assisted decision-making. Travellers are not just finding information – they are co-creating their trips with AI,” she said.

In Vietnam, where digital adoption is high and Gen Z consumers are highly tech-savvy, AI tools are quickly becoming part of travel decision-making. From planning weekend trips to exploring international destinations, young travellers are using AI to generate itineraries, compare options, and discover experiences tailored to their interests.

The RMIT study finds that generative AI enhances personalisation of travel plans, speed and convenience of decision-making, and access to information across languages and contexts.

RMIT Lecturer in Business and Technology Dr Timothy McBush Hiele said these capabilities are particularly appealing to younger travellers. “Gen Z expects instant, personalised, and seamless experiences. AI aligns perfectly with these expectations, making it a natural fit for travel planning,” he said.

Trust remains key

Despite the benefits of AI, the research highlights that trust, privacy, and accuracy remain critical concerns. Travellers may rely on AI for convenience, but they are still cautious about misinformation and data use.

The risk of misinformation has important implications for tourism operators. When AI-generated advice proves inaccurate, such as outdated opening hours or misleading descriptions, travellers may not blame the tool itself. Even if the recommendation came from AI, disappointment may be directed at the business or destination.

“Trust is the key factor that determines whether travellers continue using AI tools. When AI recommendations feel unreliable, the gap between traveller expectations and real experiences becomes much harder to manage,” said Dr Stanley Teck Lee Yap, Associate Program Manager of the Undergraduate Business Programs at RMIT Vietnam.

What tourism businesses can do

For tourism and hospitality professionals, the rise of AI-driven planning does not require abandoning existing channels, but it does demand adaptation.

First, information clarity, trust, and transparency are critical. AI systems rely on consistent, up‑to‑date content when generating summaries. If tourism companies use conflicting descriptions, outdated policies, or vague marketing language, it will increase the risk of misrepresentation.

Second, businesses should expect AI‑informed customers. Travellers may arrive with itineraries or expectations shaped by AI tools, and staff need to be prepared to engage with those assumptions constructively.

Third, designing for adoption matters. As both acceptance and resistance to AI coexist, firms should embed guidance, such as prompts, comparisons, and trial features, to support informed and confident decision-making.

Finally, distinctiveness matters more than ever. Experiences that are clearly explained, culturally grounded, and locally specific are more likely to survive AI’s tendency to flatten choice.

“AI is now part of how travellers make sense of the world,” Dr Halibas said. “What tourism businesses must now consider is how clear, accurate, guided, and distinctive their offerings are within that process.”

As AI becomes embedded in the travel journey, tourism operators should also proactively integrate AI across their operations.

RMIT Senior Program Manager for Tourism & Hospitality Management Dr Justin Matthew Pang suggested that tourism businesses in Vietnam should design transparent and trustworthy AI-enabled experiences, deliver personalised and context-aware recommendations, and combine AI efficiency with human expertise.

He emphasised the importance of balance. “The future is not AI replacing humans, but AI working alongside them to enhance the travel experience,” he said.

As generative AI continues to evolve, travel planning is becoming more intuitive, conversational, and personalised. For Vietnam’s fast-growing tourism sector, this presents an opportunity to better engage digital-native travellers, while ensuring that trust, transparency, and user experience remain at the centre.

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