While AI accelerates, people remain central says many

AI accelerates, human touch remains central

As UN Tourism dedicates the 2026 World Tourism Day to “Digital agenda and artificial intelligence to reinvent tourism”, Belvera Partners, a public relations agency specialising in travel, brought together senior decision‑makers. 

Streamed on LinkedIn, the panel featured Catt McLeod, vice‑president at Elegant Hotels of the World (HotelREZ Hotels & Resorts), Ivonne Arriola, managing director at Connect by PriceTravel Holding, and Daniel Pino, co‑founder and chief executive of Aloja. 

The agency, which focuses on B2B travel tech, reported a shared view: AI is touching every link in the travel chain.

For the panellists, AI is speeding up a shift already under way, from destination discovery to booking journeys and the way experiences are designed. "Historically, only professionals could book hotels and experiences," McLeod said.

"Now end travellers can as well. For me, that is the biggest change." Pino expects rapid changes in search. "AI is going to transform almost everything in travel, except the experience itself," he said. 

"Search, booking and corporate profitability are poised to evolve." Meanwhile, Arriola stressed AI’s ability to process growing volumes of data and sharpen personalisation.

To frame these uses, the panellists called for clear governance, data protection and continuous upskilling. They advocated a human‑in‑the‑loop approach that keeps people at the heart of decision‑making. The aim is to align efficiency gains with broader goals such as sustainability, accessibility and inclusive growth. 

Arriola argued that a more measured development tempo would help regulators and companies catch up with real‑world usage.

The impact is now visible across the value chain. Brands are adjusting marketing and distribution strategies to fast‑shifting search behaviours. In hospitality, HotelREZ Hotels & Resorts and its luxury marque Elegant Hotels of the World are looking to enrich the guest relationship without dehumanising it. 

In B2B distribution, Connect by PriceTravel Holding is accelerating access to inventory and tools. On the activities side, Aloja is bringing real‑time price optimisation to the mainstream.

All agreed on one point: the on‑the‑ground experience remains the core of travel. Technology should illuminate and smooth that experience, not replace it. 

In 2025, UN Tourism made artificial intelligence a strategic priority, with a roadmap adopted in Riyadh and a 2026 theme focused on digital and AI.