At FutureTravel, we’re always thinking about how industries (and society) shape the way we travel. And yes, you’ve heard it before: AI is transforming travel. Better photos, more data, endless recommendations.
But here’s the catch: When everything looks perfect, how do we know what’s real? Will we be able to recognise the small imperfections and emotion that make up human communication and connection?
This is where trust comes in. But who do we trust? That’s the challenge.
Polished photos and glowing reviews won’t cut it anymore. Travelers want honest advice, the kind that comes from people who’ve been there, know the trends, and tell it like it is. AI can churn out endless data, but data alone won’t build trust. A five-star rating or a flawless AI-enhanced image doesn’t mean a hotel is actually a good choice. What travellers really need are insights like: “this hotel has a rooftop pool – but it’s under construction until July” or “this boutique hotel looks charming – but it’s on a noisy street”.
Brutal honesty will be in high demand. And it’s a currency only traded between humans.
Trust matters more than ever, and partnerships will play a big role. When a travel brand teams up with a trusted airline, hotel chain, or platform, it strengthens its own credibility. Travellers remember the brands that keep their promises – and they stick with them.
AI will keep changing how we travel. But trust? That’s human. It comes from real experiences, real accountability, and real connections. And in travel, that’s everything.
Just some thoughts.