By: Cassidy Delamarter, University Communications and Marketing
Not long ago, planning a trip meant juggling guidebooks and hours of searching the web for the best restaurants and must-see sights. Now, travelers are turning to artificial intelligence tools to do the heavy lifting.
Seden Dogan
Seden Dogan, USF assistant professor of instruction in the School of Hospitality and Sport Management, says this shift is more than a trend. It鈥檚 the new normal. Dogan鈥檚 research examines how travelers are increasingly relying on AI-generated recommendations.
鈥淓arly results show that even though language learning models are known to occasionally hallucinate or provide incorrect information, people still place a high level of trust in them,鈥� she said.
The appeal lies in these tools鈥� ability to process massive amounts of information instantly, such as comparing prices, reading reviews and identifying patterns that would take a traveler hours to complete.
鈥淲e鈥檙e not going back. Some jobs may disappear, but new roles will emerge. Just like we didn鈥檛 have social media managers 20 years ago, the next wave of careers will center on how we use, regulate and communicate with AI.鈥� 鈥� Dogan
鈥淚f I ask it to plan a five-day solo trip to New York and tell it I鈥檓 a vegetarian who wants to stay in the city center and use public transit, it鈥檒l generate a customized minute-by-minute itinerary based on my preferences.鈥�
While this level of personalization is why AI has quickly become a go-to resource for modern travelers, Dogan warns that this convenience comes with concerns, especially around data privacy and algorithmic bias.
鈥淭hese models are learning from everything we feed them, including personal data,鈥� she said. 鈥淵our location, past searches, even demographic factors like income or age can influence what results you get. So, two people searching for the same hotel in Tampa may see very different prices and options.鈥�
The impact goes beyond the traveler 鈥� hotels and airlines are adopting AI to manage dynamic pricing and customer service too. But even as technology becomes more integrated, Dogan believes hospitality鈥檚 human element will stay central.
鈥淗ospitality is, at its core, about making people feel welcome and like they鈥檙e at home,鈥� she said. 鈥淭echnology should support that, not replace it.鈥�
She sees a future shaped by what she calls 鈥減hygital鈥� experiences, meaning a hybrid of physical and digital service. 鈥淭hink of a smart hotel room that knows your preferences but still has a human staff ready to help. It鈥檚 about balance.鈥�
Significant improvements and enhancements are being made to generative AI programs, allowing them to chat more naturally, remember things and carry out complex reasoning with text, images and potentially video. With AI tools advancing rapidly, Dogan says travelers and professionals alike need to adapt.
鈥淲e鈥檙e not going back,鈥� she says. 鈥淪ome jobs may disappear, but new roles will emerge. Just like we didn鈥檛 have social media managers 20 years ago, the next wave of careers will center on how we use, regulate and communicate with AI.鈥�