Personalised Journeys and AI Agents: The Evolution of Travel in 2025 and Beyond

BY WEALTH ADVISER

Introduction

The travel and hospitality industry is undergoing a profound transformation, driven by rapid advancements in technology. From planning trips to enhancing on-the-ground experiences, innovations such as generative AI, digital identity systems, and AI agents are redefining how we explore the world. In 2025, travel is no longer just about reaching destinations; it’s about crafting highly personalised, seamless journeys that cater to individual preferences and needs.

Generative AI has emerged as a powerful tool for creating customised itineraries, while digital identity systems are streamlining security and administrative processes. Meanwhile, AI agents are becoming indispensable travel companions, offering real-time assistance and personalisation at every step. However, these developments also raise important questions about privacy, ethics, and sustainability. This article explores how these technologies are shaping the future of travel and what it means for travellers, businesses, and society.

Generative AI: Transforming Travel Planning and Experiences

Generative AI is revolutionising the way travellers plan their trips by offering hyper-personalised recommendations based on individual preferences. Unlike traditional methods of travel planning, which often involve hours of research across multiple platforms, generative AI can create tailored itineraries in seconds. By analysing user data—such as past travel history, interests, and even social media activity—AI-powered platforms can suggest destinations, activities, and accommodations that align perfectly with a traveller’s tastes.

According to Phocuswright Research, “Generative AI is not just a tool for efficiency; it’s a game-changer for personalisation.” For example, platforms like ChatGPT-powered travel assistants can simulate conversations with users to understand their needs better and provide curated suggestions. Additionally, generative AI is enabling immersive virtual experiences that allow travellers to “preview” destinations before committing to a trip. This not only enhances decision-making but also builds excitement for the journey ahead.

External research supports these trends. A report by McKinsey highlights how AI is being integrated into industries to enhance customer experiences through personalisation. In the travel sector specifically, companies like Expedia and Booking.com are already leveraging generative AI to refine their offerings.

However, this level of personalisation raises concerns about data privacy. Travellers must weigh the benefits of convenience against the risks of sharing personal information with AI-driven platforms.

Digital identity systems are playing a crucial role in simplifying the often cumbersome processes associated with travel. From border control to hotel check-ins and ticketing, these systems enable seamless authentication through secure digital profiles. For instance, biometric verification methods such as facial recognition or fingerprint scanning allow travellers to bypass long queues at airports or immigration checkpoints.

Digital Identity Systems: Enhancing Security and Convenience

Digital identity systems are playing a crucial role in simplifying the often cumbersome processes associated with travel. From border control to hotel check-ins and ticketing, these systems enable seamless authentication through secure digital profiles. For instance, biometric verification methods such as facial recognition or fingerprint scanning allow travellers to bypass long queues at airports or immigration checkpoints.

Phocuswright Research highlights that “digital identity technology is not only about convenience but also about enhancing security.” By reducing reliance on physical documents like passports or boarding passes, digital identities minimise the risk of fraud or loss. Moreover, these systems are paving the way for a future where travellers can move effortlessly across borders without the need for repetitive identity verification.

Despite these advantages, privacy concerns remain a significant challenge. As Firstlinks notes in its discussion on the future of travel, “The adoption of digital identity systems must be accompanied by robust data protection measures to ensure traveller trust.” Governments and private organisations must collaborate to establish global standards for digital identity management that prioritise security while respecting individual privacy rights.

Globally, countries like Singapore and Estonia are leading the charge in implementing digital identity frameworks that could serve as models for other nations. These initiatives demonstrate how technology can enhance both efficiency and security in travel.

AI Agents as Personal Travel Advisers

AI agents are emerging as indispensable tools for modern travellers, acting as personal advisers who provide real-time assistance throughout a journey. These intelligent systems can handle tasks ranging from language translation to itinerary adjustments and even emergency support.

Adamocompany’s article highlights how AI agents are transforming hospitality services: “From concierge bots in hotels to virtual assistants on mobile apps, these agents are redefining customer service.” For example, Marriott International has introduced AI-powered chatbots that can answer guest queries instantly or recommend local attractions based on individual preferences.

Beyond hotels, AI agents are also enhancing experiences during transit. Airlines like Qantas are experimenting with virtual assistants that provide real-time updates on flight delays or gate changes while suggesting alternative routes if needed. These capabilities not only improve convenience but also empower travellers with greater autonomy over their journeys.

External sources further underscore the potential of conversational AI in reshaping industries. A study by Gartner predicts that by 2030, over 80% of customer interactions in service industries will be handled by AI agents—a trend already visible in travel. However, as with any technology-driven solution, there are limitations. Current-generation AI agents may struggle with complex queries or cultural nuances that require human intervention. Striking a balance between automation and human touch will be key to maximising their effectiveness.

Sustainability and Ethical Considerations in Tech-driven Travel

While technology offers numerous benefits for travellers, it also raises important ethical and sustainability questions. For instance, how can we ensure that tech-driven solutions do not exacerbate environmental challenges or widen inequalities in access to advanced tools?

Generative AI can contribute to sustainability by optimising travel routes to reduce carbon emissions or promoting eco-friendly accommodations. Similarly, digital identity systems eliminate the need for paper-based documentation, reducing waste. However, as Firstlinks points out: “The rush towards innovation must be tempered with responsibility.” Companies must prioritise sustainable practices alongside technological advancements.

Ethical considerations also come into play when dealing with sensitive traveller data. Transparency about how data is collected, stored, and used is essential for building trust among consumers. Additionally, ensuring equitable access to these technologies—especially for travellers from developing regions—will be crucial in avoiding a digital divide within the industry.

External research from the World Tourism Organisation (UNWTO) highlights the importance of aligning technological innovation with sustainable development goals (SDGs). By adopting responsible practices today, the industry can create a more inclusive and environmentally conscious future.

Conclusion

The evolution of travel in 2025 is marked by unprecedented levels of personalisation and convenience made possible through generative AI, digital identity systems, and AI agents. These technologies are transforming every aspect of the travel experience—from planning trips to navigating new destinations—with an emphasis on customisation and efficiency.

However, this transformation comes with challenges that must be addressed thoughtfully. Privacy concerns surrounding data usage require robust safeguards to protect traveller information. Similarly, ethical considerations around sustainability and accessibility demand greater accountability from industry stakeholders.

As we embrace this new era of tech-driven travel, it’s essential to strike a balance between innovation and responsibility. By doing so, we can ensure that personalised journeys powered by AI benefit not only individual travellers but also society at large—creating a future where exploration knows no bounds.

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References

1. Firstlinks (2025). The Future of Travel.

2. Adamocompany (2025). Technology Trends 2025: Travel & Hospitality Industry.

3. Phocuswright Research (2025). Generative AI & Digital Identity: The Future of Travel.

4. McKinsey & Company (2023). AI-Powered Personalisation: Transforming Consumer Experiences.

5. Gartner (2023). Conversational AI Trends Across Industries.

6. UNWTO (2024). Aligning Tourism Innovation with Sustainable Development Goals.