As 60% of UAE travellers rely on AI to plan trips, human connection remains vital
Companies including Sabre, Expedia TAAP and Cvent highlighted the critical role of human insight in building smarter platforms
Dubai, United Arab Emirates: Travel technology is transforming the industry globally, changing the way travellers plan, book, and experience their journeys. According to a recent report by Tourism Economics on behalf of Arabian Travel Market (ATM), 60% of travellers in the UAE trust Artificial Intelligence (AI) to plan every aspect of their trips, compared to 48% of travellers in other countries, with this figure predicted to rise as technology becomes more embedded into consumer habits.
According to the report, AI is becoming a key tool for travellers planning trips to the Middle East. Nearly six in ten have used AI for travel planning, with 21% using it before their most recent trip. As AI adoption grows, it is expected to play an increasing role in delivering personalised recommendations and booking experiences for tech-savvy travellers. The research also confirmed that travel firms are harnessing AI to enhance customer service and drive economic impact.
In line with the digital transformation within travel and tourism, ATM 2025 provided a platform for experts across the technology, hospitality and events industries to discuss the implications for human connection as AI-powered tools, personalised service platforms, and data-led design become more prevalent.
Speaking during the event, Amy Read, VP Innovation at Sabre Hospitality, said: 'It is important to recognise that human connection is at the core of hospitality. When we think about innovation within hospitality, we try to find ways that amplify those key moments, rather than replace them. We want to free up staff time so that they can engage in more meaningful interactions.'
Read acknowledged that it is vital for the industry to recognise that technology has changed guests' expectations of hospitality providers as they now seek instant gratification and swift responses. This has led to the development of innovative solutions such as SynXis Concierge AI, which uses generative AI to transform customer service for hoteliers, providing immediate, detailed, and accurate responses to specific queries, reducing the reliance on individual staff knowledge and ensuring consistent, high-quality service around the clock.
Other examples include Miral's AI concierge, Majd Al, which is utilised at attractions such as Yas Bay Waterfront and Ferrari World Yas Island in Abu Dhabi. The service offers tailored suggestions based on individual preferences, helping visitors maximise their experience.
Fellow panellists agreed that human-centric innovation begins with understanding consumer behaviour, with organisations like Almosafer adopting a co-creation approach, developing tools based on customer pain points. Similarly, travel agent platform Expedia TAAP builds technology informed by insights from travel agents themselves, ensuring that its tools are aligned with customer needs and are usable.
Meanwhile, the rise of AI in the business events (MICE) sector is delivering significant gains in efficiency and insight. With the global meetings and events industry set to reach USD 945 billion in 2025 and projected to exceed USD 2.3 trillion by 2032, the need for scalable, intelligent tools has never been greater. Data-led personalisation is now critical to driving attendee engagement and loyalty, with AI helping to automate sourcing, translate content in real time, and generate tailored event experiences.
However, speakers were united in warning against over-reliance on technology at the expense of authenticity. As AI becomes central to personalising travel experiences and improving operational efficiency, it does not replace human roles but rather reshapes them, encouraging organisations to realign talent towards more meaningful, guest-focused interactions. Ultimately, as event planners and travel providers aim to create experiences that resonate, the consensus remains that human connection must stay central to every digital advancement.
Danielle Curtis, Exhibition Director ME, Arabian Travel Market, commented: 'When it comes to travel and tourism innovations, the most effective technologies are those that amplify human interactions, improve efficiency and respond directly to customer needs. The industry has a shared commitment to responsible innovation by placing people at the centre of every technology solution.'
Reflecting the travel industry's total convergence with technology and innovation, ATM Travel Tech was larger than ever at the 2025 edition, with an increase of over 26% in the number of products showcased. ATM 2026, which takes place from 4-7 May, will build further on this innovation focus, showcasing the latest technologies that are shaping the future of travel.
Now in its 33rd year, Arabian Travel Market (ATM) is the leading global platform driving growth and innovation across every sector of travel and tourism. Held annually in Dubai – the gateway to global travel and tourism with its unmatched connectivity – ATM is where the energy of opportunity comes to life.
More than just an event, ATM is a dynamic hub for industry communities, with forums, experiences, and networking that continue well beyond the show floor over the week. Now in a period of rapid expansion, ATM has grown 16% year on year, attracting over 55,000 travel professionals from 166 countries.
The next edition of ATM will take place in Dubai from 4–7 May 2026.
About RX
RX is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organisations. With a presence in 25 countries across 42 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people. RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers.
About RELX
RELX is a global provider of information-based analytics and decision tools for professional and business customers. RELX serves customers in more than 180 countries and has offices in about 40 countries. It employs more than 36,000 people over 40% of whom are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York stock exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX. *Note: Current market capitalisation can be found at http://www.relx.com/investors
World Travel Market (WTM) portfolio comprises leading travel events and online portals across four continents. The events are:
WTM London is the world's most influential travel & tourism event for the global travel community. The show is the ultimate destination for those seeking a macro view of the travel industry and a deeper understanding of the forces shaping it. WTM London is where influential travel leaders, buyers and high-profile travel companies gather to exchange ideas, drive innovation, and accelerate business outcomes.
Next event: 4 to 6 November 2025 at ExCel London.
WTM Latin America takes place annually in the city of São Paulo and attracts around 20,000 tourism professionals during the three-day event. The event offers qualified content together with networking and business opportunities. In this its ninth edition – there have been eight face-to-face events along with a 100% virtual one, which was held in 2021 – WTM Latin America continued to focus on effective business generation, and achieved the advance booking of six thousand meetings that were held between buyers, travel agents and exhibitors in 2022.
Next event: 14 to 16 April 2026 – Expo Center Norte, SP, Brazil.
WTM Africa launched in 2014 in Cape Town, South Africa. In 2022, WTM Africa facilitated more than 7 thousand unique pre-scheduled appointments, an increase of more than 7% compared to 2019 and welcomed more than 6 thousand visitors (unaudited), the same number as in 2019.
Next event: 13 to 15 April 2026 – Cape Town International Convention Centre, Cape Town
About ATW Connect: Africa Travel Week's digital arm, is a virtual hub packed to the seams with interesting content, industry news and insights, and the opportunity to hear from experts on a variety of topics in our new monthly webinar series. All with the aim to keep all of us in the travel and tourism industry connected. ATW Connect focuses on inbound and outbound markets for general leisure tourism, luxury travel and the MICE/business travel sector as well as travel technology.
WTM Global Hub, is the WTM Portfolio online portal created to connect and support travel industry professionals around the world. The resource hub offers the latest guidance and knowledge to help exhibitors, buyers and others in the travel industry face the challenges of the global coronavirus pandemic. WTM Portfolio is tapping into its global network of experts to create content for the hub.
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