Special trip

The journey often begins with a small dream: an image of a city stuck in the mind, a conversation with a friend who returned from a beautiful place, or a sudden desire to escape the routine of the day. We open the phone, search a little, compare destinations, hotels and prices, and then we think that the decision was ours alone.

But behind these simple moments, systems operate that know a lot about our interests, and constantly rearrange what we see in front of us. With the strong entry of artificial intelligence into the travel industry, the question is no longer just: Where will we travel? But also: Who helped us choose this destination without realizing it?

A quarter of travelers used artificial intelligence

According to Deloitte's travel industry forecasts for 2026, nearly a quarter of travelers said they used generative AI tools to plan their trips in late 2025, about three times the rate recorded in 2022. Among some of the highest spending segments, the percentage is even higher; A summer 2026 survey showed that 43% of millennials with high incomes use it to plan travel.

The price is also no longer fixed
It doesn't stop at choosing the destination. The aviation industry is moving towards “dynamic offers” that allow prices, services and packages to be adjusted according to market conditions, the search context and the customer’s needs. IATA explains that this model combines continuous pricing with dynamic package configuration, while Deloitte points out the possibility of using traveler behavior, search timing and context to customize offers in real time.

Your phone turns into a passport for the trip

Inside the airport, the picture becomes clearer. 50% of travelers used biometric technologies at some point during their flight during 2025, while 78% want a single application that combines the digital wallet, passport, and loyalty programs.

The irony is that this technology gives the traveler speed and more options, but at the same time it can narrow the world in front of him to a set of pre-selected recommendations.

Perhaps the tourism question of the future will not be: “Where do you want to travel?” Rather: “To what extent was your choice of trip really your choice?”