Recently, I attempted to plan a road trip through Canada. What should have been exciting—imagining stunning national parks and scenic drives—became a digital nightmare of juggling 50 different websites. Just figuring out the basics was exhausting: Could I take my dog to the parks? Were there direct flights? What activities would be good for my three kids? What’s the best driving route? Each question spawned five new browser tabs.
If you’ve ever had the pleasure of planning a trip yourself, you’re probably nodding your head. Here’s the reality of travel planning today:
- 43% of Americans dislike booking travel, including 23% of GenZ travelers.
- 88% of potential travelers abandon their bookings (85% of desktop users and 91% of mobile device users).
- 33% of families find the process extremely time-consuming.
Meanwhile, travel industry companies are racing to implement basic AI chatbots that can handle simple questions like “What’s my flight status?” But they’re missing the real opportunity. Today’s AI is capable of so much more—it can think the way actual travelers think, handling complex requests, and solving real problems. Instead of forcing us to break our trips into rigid search boxes and dropdown menus, AI can help booking sites work the way our brains do.
Here’s what that could look like.
Search with human language
No two people approach travel the same way. Some start with a destination, others with the experiences they want, and some just with a season. Travel companies could use AI to follow each person’s unique chain of thought, delivering personalized results and planning processes that fit how they think—not the other way around.
Book by budget
When was the last time you started vacation planning with a precise budget in mind? We think more naturally: “What can I get for my money in Thailand with the family?” Booking platforms can use AI to lay out complete vacation options at different price points—showing you exactly what each tier offers from flights to activities.
Dynamic visual planning
Trip ideas begin with inspiration, not itineraries. We save posts on Instagram, collect Pinterest boards, and share TikToks of dream destinations. Travel sites could harness AI to transform these wish lists into bookable trips—turning social inspiration into real adventures.
On-demand replanning
Travel plans aren’t set in stone. Weather changes, flights get delayed, kids get tired. Smart travel platforms should be using AI to handle these real-world changes, suggesting alternatives that keep your trip on track without starting over.
Simplified group booking
Planning group trips means balancing different wishes and constraints. AI can help travel companies transform individual preferences—from beachfront hotels to local hiking trails—into perfectly matched itineraries that work for everyone.
The most frustrating part? None of this is science fiction. Companies already use natural language AI to understand complex customer service requests, visual AI to organize and catalog millions of images, and real-time systems to manage everything from stock trades to factory operations. The same technologies could transform travel planning—if companies would stop settling for quick fixes and start reimagining what’s possible.
These examples are just the beginning of what’s possible when we reimagine travel planning. So, the next time a booking site asks you to start with “Where to?” remember: That’s not how we dream about travel, and it’s not how we should have to plan it. The future of travel planning is hiding in plain sight—we just need to demand better.
Peter Smart is chief experience officer and managing partner at Fantasy.
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