Debating AI's Role in Travel at WTM 2025: Enemy or Ally?

The recent World Travel Market (WTM) 2025 hosted a debate on whether artificial intelligence (AI) is the enemy of travel, highlighting differing opinions on AI’s role in enhancing or diminishing the travel experience.

The session titled “Artificial intelligence is the enemy of travel. Discuss.” at WTM 2025 in London sparked a lively discussion among industry experts. Moderated by Timothy O’Neil-Dunne of T2Impact, the debate featured speakers both advocating for and against the use of AI in travel. The session attracted a large audience, indicating significant interest in the topic.

Arguments for AI in Travel

Lori Timony from Go City argued that AI acts as a democratizer in the travel industry by empowering small businesses and enhancing operational efficiency. She highlighted how AI can relieve small tour operators of mundane tasks such as booking management and customer service, allowing them to focus on engaging with travelers. Timony also noted AI’s potential to improve travel logistics, like optimizing city navigation and managing visitor flow at popular attractions, thereby enhancing the travel experience.

Concerns Against AI

Conversely, Stephen Joyce of Protect Group presented a case against AI, emphasizing that travel is fundamentally a human experience. Joyce expressed concerns that AI is making the discovery phase of travel overly simplistic and potentially leading to homogenized travel experiences. He also raised ethical concerns about AI being driven by profit-oriented corporations that might prioritize profits over genuine user benefits.

Seeking a Balanced Perspective

Alex Chen of Alibaba’s travel arm Fliggy advocated for a balanced view on AI. He described AI as a potential friend and transformer for the industry, capable of personalizing and enhancing the travel planning process. Chen argued that AI could enhance the joy and serendipity of travel by enabling travelers to explore deeper levels of information and discover new experiences.

Public Opinion at the Debate

At the conclusion of the debate, a show of hands indicated that only a minority of the audience viewed AI as a threat to travel. This suggests a general optimism or acceptance of the role of AI in the future of travel, despite valid concerns.

Conclusion

The debate at WTM 2025 highlighted the complex perspectives surrounding AI in travel. While there are enthusiastic proponents who view AI as a tool for democratization and efficiency, there are valid apprehensions about its impact on the authenticity of travel experiences and ethical considerations. The industry appears to lean toward a cautious yet optimistic approach to integrating AI into travel, aiming to harness its benefits while addressing potential drawbacks.

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