Why Use AI Agents in Tourism – 10 Examples

July 15, 2025 | AI agents

Artificial intelligence is revolutionizing the tourism sector with the emergence of AI agents—autonomous virtual assistants capable of transforming customer experience at every stage of the journey. These technologies are redefining how travelers plan, book, and experience their stays, offering unprecedented personalization and 24/7 support.

1. AI Agents in Tourism: What Are They?

Definition and Operation

AI agents in tourism are autonomous digital collaborators that use advanced technologies such as large language models (LLMs) to understand user intentions, make decisions, and execute complex tasks. Unlike traditional chatbots that simply answer questions, these agents can analyze, plan, and act proactively.

Difference from Classic Chatbots

AI agents are distinguished by their adaptive autonomy: they understand context, adjust their responses in real time, and evolve without human intervention. This continuous learning capability allows them to offer increasingly personalized experiences.

2. Market Trends

Growing Adoption

The global AI market applied to tourism, valued at $2.95 billion in 2024, could reach $13.38 billion by 2030. This explosive growth demonstrates the strong interest of companies in these technologies.

Evolution of Traveler Habits

73% of French travelers report using AI tools for travel-related tasks, rising to 87% among 18-24 year-olds. This massive adoption by consumers is pushing companies to rapidly integrate these solutions.

3. 10 Examples of AI Agents in Tourism

1. Versatik's Agentic for Travel Agencies

Versatik offers a complete suite of specialized AI agents for travel agencies, using the Model Context Protocol (MCP) and OpenAI Agents architecture. This multi-agent system includes:

• Triage Agent: Analyzes and routes each request
• FAQ Agent: Answers questions about policies and services
• Seat Reservation Agent: Manages modifications with real-time confirmation
• Travel Search Agent: Connected to Amadeus API for live data

This architecture enables an 85% reduction in customer support load with response times under 2 seconds.

2. TripGenie by Trip.com

TripGenie is Trip.com's AI assistant that has transformed the user experience. In 2024, it recorded 200% traffic growth and nearly doubled time spent on site.

• Create personalized itineraries
• Recommend hotels and activities
• Manage complex bookings
• Optimize itineraries in real time

3. Smart Filter by Booking.com

SmartFilter by Booking.com uses generative AI to allow travelers to describe their ideal accommodation in natural language. For example, "hotels in Amsterdam with canal view and rooftop bar" immediately generates tailored results.

It also integrates the Property Q&A feature to answer specific questions about establishments on the spot.

4. Romie by Expedia

Romie is Expedia's AI assistant, acting as travel agent, concierge, and personal assistant. It can:

• Analyze group conversations to plan trips
• Extract information from emails to create itineraries
• Handle unexpected issues with alternative solutions
• Propose personalized recommendations based on history

5. Ava by Navan

Ava is Navan's AI agent dedicated to business travel, resolving 40% of customer issues without human intervention thanks to the Navan Cognition platform, which orchestrates about 200 AI models in real time.

• Manage bookings and modifications
• Apply travel policies
• Automatically process refunds
• Propose alternatives in case of incident

6. Airbnb AI Assistant

Airbnb is developing a virtual assistant to handle the majority of customer interactions. According to CEO Brian Chesky, "the vast majority of our conversations will be handled directly by the AI agent."

• Answer frequently asked questions
• Cancel and reschedule bookings
• Handle accommodation-related issues
• Optimize host-traveler experience

7. MarIAnne by Atout France via GENIAL

MarIAnne is the AI travel planner developed by GENIAL for Atout France. Available in 15 languages, it uses Datatourisme data to create personalized itineraries in France.

• Generate custom itineraries
• Recommend accommodations and restaurants
• Refine via chatbot interaction
• Validate suggestions with reliable data

8. Mindtrip AI

Mindtrip leverages conversational AI to offer ultra-personalized travel experiences. Its mobile application uses geolocation and user preferences to identify relevant attractions and restaurants in real time.

• Photo analysis for context
• Suggestions based on 10 million points of interest
• Collaborative planning via ChatGPT
• Integrated bookings

9. HiJiffy for Hospitality

HiJiffy offers conversational AI agents for hotels, powered by GPT-4 and its proprietary Aplysia OS technology. Features:

• Automated direct bookings
• 24/7 customer support in 130 languages
• Automation rate over 85%
• Integration with hotel systems

10. Layla AI

Layla (formerly Roam Around) is an AI travel planner that has generated over 10 million itineraries. It combines video inspiration and practical planning:

• AI-personalized recommendations
• Integration with Skyscanner and Booking.com
• Collaborative planning
• Intuitive conversational interface

4. Concrete Applications by Sector

Travel Agencies

AI agents automate 50% of routine tasks, from booking to handling unexpected issues.

Hospitality

Hotels using AI chatbots achieve 92% customer satisfaction for bookings, room service, and information requests, while reducing incoming calls by 70%.

Airlines

Airlines use AI agents to manage flight changes, claims, and passenger service more effectively, reducing wait times and improving satisfaction.

Tourism Offices

Versatik's multilingual voicebots provide information 24/7 in 30 languages, freeing staff from repetitive inquiries.

5. Advantages and Benefits

For Businesses

• Cost reduction: up to 70% savings on customer support
• 24/7 availability without staffing constraints
• Instant scalability to handle demand peaks
• Personalization at scale

For Travelers

• Instant responses at any time
• Personalized experience according to preferences
• Multilingual assistance for international travelers
• Proactive handling of unexpected issues

6. Challenges and Limitations

Technical Issues

• Model hallucinations requiring supervision
• Complex integration with existing systems
• Evolving maintenance of models and data

Ethical Considerations

• Data protection and GDPR compliance
• Transparency about AI use
• Balance between automation and human contact

7. Future Perspectives

Technological Evolution

AI agents will become more autonomous and specialized, with reinforced reasoning and action capabilities. The MCP protocol will promote increased interoperability between systems.

Employment Impact

Rather than replacing jobs, AI agents will transform tourism professions, allowing professionals to focus on human added value and complex customer relationships.

New Opportunities

• Micro-segmentation of customer experiences
• Need prediction before expression
• IoT integration for immersive experiences

Conclusion

AI agents represent a major revolution for the tourism sector, offering unprecedented possibilities for personalization and efficiency. Versatik's example illustrates how these technologies can transform customer experience while optimizing operations.

As the market continues its exponential growth, companies that intelligently integrate these AI agents into their processes will take a decisive lead. The future of travel lies in the collaboration between artificial intelligence and human expertise, promising ever richer and more personalized experiences.