AI plans the trip, but UAE travellers still want human touch, say experts

60% of UAE travellers use AI to plan trips—but personal service still matters: ATM Report

Last updated: August 05, 2025 | 13:04

2 MIN READ

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Dubai: Booking your next trip just got a whole lot smarter—but that doesn’t mean you want to talk to a robot the whole way through.

A new report from Tourism Economics for Arabian Travel Market (ATM) reveals that 60% of UAE travellers now trust AI to plan every part of their journey—from flights and hotels to activities and dining. That’s well above the global average of 48%, showing just how tech-forward UAE travellers have become.

But here’s the twist: even as AI tools become more powerful, travel experts say real human service still makes or breaks a trip.

AI plans—people make it memorable

Whether it’s asking ChatGPT for itinerary ideas or using AI-powered concierge apps at hotels and theme parks, UAE travellers are leaning into tech. Many used AI before their most recent trip, and adoption is expected to grow fast.

Companies are meeting this demand head-on. At ATM 2025 in Dubai, brands like Sabre Hospitality, Expedia TAAP, Cvent, and Miral showed off next-gen tools designed to take the stress out of travel planning:

Sabre’s SynXis Concierge AI gives hotel guests quick answers to detailed questions 24/7, ensuring smoother stays
Miral’s AI assistant, Majd Al, helps visitors at Yas Island’s top attractions get customised suggestions
Expedia TAAP is building tech tools with direct input from UAE travel agents—so they actually work for real customers

But the message from the experts was loud and clear: AI is here to help—not replace—human service.

Also Read: UAE, GCC shoppers are asking AI for custom meal plans to save costs

Tech can’t replace hospitality

Amy Read, VP of Innovation at Sabre Hospitality, put it simply: “It’s not about removing people. It’s about giving them more time to create real moments.”

As travel becomes more fast-paced, guests expect instant results—but they still value personal attention. Think less waiting at reception, more meaningful conversations that make a stay feel special.

The same logic applies across the board: tech that works best is invisible—it handles the background tasks so people can stay focused on actual guests.

AI changes how events are run

The shift isn’t just for holidays. In the world of business events (MICE), AI is driving a major upgrade. With the global meetings industry set to hit $945 billion in 2025, and soar past $2.3 trillion by 2032, smarter tools are a must.

Now, AI can help organisers automate planning, translate content live, and personalise experiences for attendees. But even here, the goal is connection—not just convenience.

Tech that keeps it personal

Danielle Curtis, ME Exhibition Director at ATM, summed up what travellers really want:

“The best travel tech enhances real interactions. It should make things easier—without losing the magic.”

This people-first approach was clear at ATM Travel Tech 2025, which featured a 26% jump in new tech showcases this year. And with ATM 2026 coming up from May 4–7, travellers can expect even more tools designed to make journeys faster, smarter—and still personal.

Key takeaway for UAE travellers? AI can help plan your dream trip—but it’s still the smiles, service and surprises that make it unforgettable.

Justin VargheseYour Money Editor

Justin is a personal finance author and seasoned business journalist with over a decade of experience. He makes it his mission to break down complex financial topics and make them clear, relatable, and relevant—helping everyday readers navigate today’s economy with confidence. Before returning to his Middle Eastern roots, where he was born and raised, Justin worked as a Business Correspondent at Reuters, reporting on equities and economic trends across both the Middle East and Asia-Pacific regions.