Travel that touches: how technology makes travel personal

In an age of abundance of digital stimuli, travellers no longer crave more choices, but simplicity, overview and above all: relevance. The modern traveller wants to be seen as an individual. According to Salesforce research, 73 per cent of travellers now expect companies to understand and anticipate their unique preferences. And that is exactly where technology comes in.

Personalisation is changing the way we travel. From booking moment to returning home, it creates a travel experience that is not massive, but tailored. Not algorithms that scream, but systems that feel. Travel is becoming more intuitive, more human and, for that very reason, more valuable.

Those who used to want to book a trip were soon drowning in the offer. Now technology helps to filter, simplify and, above all, guide. Booking platforms like Airbnb and Kayak use machine learning to recognise personal preferences and respond to them in real time. Not by offering more, but by selecting better.

For instance, Airbnb shows different accommodation to a family than to a solo traveller, tailored to behaviour, timing and group composition. Filters are also getting smarter. Kayak, for instance, lets travellers search by wind chill, travel time or atmosphere, making planning a trip feel more and more like customisation.

The physical experience follows the same line. Hotels like CitizenM allow guests to set their room in advance: from light and temperature to entertainment preferences. The result is a stay that doesn't feel like a hotel, but like coming home.

Beneath many of the new applications in tourism lies the silent power of artificial intelligence. AI is able to translate large amounts of data into individual insights: travel behaviour, preferences, timing, mood and context are continuously analysed. Based on this, choices are not just suggested, but rather preconceived. And that is where personalisation becomes truly meaningful.

AI personalises not only what you see, but also when and how. Think of a traveller looking for a weekend getaway on the couch at night: AI recognises the time of day, previous patterns and preferences, and at that moment shows quiet nature stays instead of busy city trips. This is how technology feels like intuition, not marketing.

Generative AI takes this to the next level. Where traditional systems filtered, generative technology can independently design trips tailored to your needs. A simple prompt like "a week-long sustainable round trip with lots of hiking, good food and few tourists" produces a personalised itinerary within seconds. Not as a static offer, but as a dynamic proposal that you can modify, expand or book immediately.

But perhaps AI's greatest strength lies in its ability to learn. The more often you interact with an AI agent, the better it gets to know your preferences. Not just what you choose, but also what you skip, how long you hesitate, whether you prefer culture, rest or adventure. Ultimately, this creates a kind of personal digital travel assistant, one that knows not only your tastes, but also your pace, your style, your travel rhythm.

Even while travelling, AI continues to support that personalisation. Chatbots respond contextually: they know where you are, what time of day it is, and tailor their suggestions accordingly. Even after returning home, the AI keeps moving with you. Suggestions for your next trip match your rhythms and preferences, reminders are personalised and offers feel like invitations rather than marketing. Where traditional systems stopped at booking, AI builds an ongoing relationship.

For travel companies, this represents a fundamental shift. AI is no longer an automated tool, but an interface for personalised hospitality at scale. According to Skift Research, more than 60 per cent of travel companies are now actively working on AI solutions that enable exactly that, technology that not only optimises, but touches.

Technology is the means, not the end. The core lies in the empathy with which tools are deployed. Travellers do not want to feel followed, but recognised. Whether someone has just arrived after a long flight or is in the mood for new inspiration: the context determines the right approach.

Digital solutions only become powerful when they fall into perception at the right time. A good example is the partnership between Booking.com and TikTok in the US. Users can book hotels directly from videos they watch. The app recognises the location in the video, links it to user preferences and immediately offers a booking option. Not as advertising, but as part of the flow.

Cities are also moving along. Singapore developed the app MySingaporeGuide, which makes personalised suggestions based on location, weather conditions and individual interests. Whatever you are looking for: art, food, nature, it feels like the city moves with you.

What is striking is that personalisation is not limited to the trip itself. Even after that, the experience continues. Travel companies send personalised e-mails, reminder videos or suggestions for next destinations, tailored to previous behaviour. The travel experience does not end after the return, but continues.

According to Skift Research, more than 60 per cent of travel companies are now investing in AI solutions that support this ongoing personalisation. In doing so, the focus is shifting from conversion to connection. Technology makes it possible, but the sense of recognition creates long-term relationships.

Personalisation is no longer a future trend, but a basic expectation. In 2026, the difference will be made by those who manage to put technology in the service of human touch. Travellers are not looking for complex tools, but experiences that feel natural. Not a sea of choices, but exactly the one suggestion that rings true.

For travel companies, this means: away from standardisation, towards flexibility and empathy. Whether it's a museum tip based on your previous city trip or a breakfast option without specifying anything, the value is in the detail.

Journeys that touch are no longer a coincidence. They are the result of technology understanding where you are, what you need and what you expect, even before you name it yourself.