Researchers at the University of Surrey report in a study published in the Journal of Travel Research that generative artificial intelligence (AI) can effectively assist travellers in planning holidays. Phys.org summarized the findings, which are based on interviews with British adults who used generative AI tools to plan real trips.
How the AI helps
The authors developed a theoretical framework describing generative AI as a cognitive scaffold: the technology takes on part of the coordination and information-processing work involved in planning, while final decisions remain with the traveller. The study identifies three main areas where the technology provides meaningful support:
- Reducing mental load: AI organizes and filters information so users expend less cognitive effort on logistics.
- Enabling comparison and deliberation: tools help surface alternatives and compare options side by side.
- Initiating and carrying through the planning process: AI can prompt users to start planning and help track details until bookings and choices are completed.
Especially helpful for those overwhelmed by choices
The positive effects were particularly notable among participants who struggled with planning due to the sheer volume of information and options. Several interviewees said that without AI support they would likely have postponed or abandoned their plans.
Not replacing human judgment, but reallocating tasks
The researchers emphasize that the point is not to substitute human cognitive work but to redistribute it: the technology structures information and monitors details, but it does not decide for the user. That allows travellers to focus their attention on actual decision‑making.
Inclusivity and broader implications
The study also suggests that AI-based trip planning can make the tourism sector more inclusive because it better accommodates different thinking and planning styles. The authors note, however, that the cognitive challenges of travel planning can affect anyone, particularly for trips that require balancing multiple constraints and considerations.
Sources
The findings appear in the Journal of Travel Research and were reported by Phys.org. The research is based on interviews with British adults who used generative AI tools to plan their real trips.
