Generative AI could make planning a holiday less daunting for travellers, according to new research from University of Surrey. The study outlines how conversational and generative systems can help users structure fragmented ideas, set priorities and assemble the practical elements of a trip — from timelines and budgets to tailored activity lists — reducing the friction that often stalls or halts planning.
The research finds that these tools are particularly effective at converting vague preferences into concrete proposals: suggesting destination pairs, summarising transport and accommodation options, and producing step‑by‑step itineraries or packing checklists. By aggregating and comparing information users otherwise consult across multiple websites, generative assistants can shorten the decision process and lower the cognitive load that leads many to abandon plans before completing bookings.
For travel companies and technology providers, the findings point to tangible product and service implications. Embedding generative functionality into booking flows, pre‑trip chat support or planning apps could improve conversion by keeping users engaged through simpler, more coherent planning journeys. At the same time the research stresses the importance of preserving user agency: interfaces should make recommendation logic clear and offer easy ways for travellers to edit or override suggestions, so automation supports rather than supplants personal choice.
Looking ahead, the study highlights a set of operational and policy questions that will affect adoption. Measuring real‑world impacts on consumer behaviour, addressing consent and data governance, and ensuring interoperability between planning tools are all areas that will influence how these features scale. As generative AI becomes a more common part of travel planning, stakeholders — from platform builders to regulators — will need to assess both the practical benefits for travellers and the governance arrangements required to maintain trust and transparency.
