There’s no denying that artificial intelligence has transcended all areas of our lives, from our social media feeds and email spam filters to smart home systems and self-driving cars. It has also taken the travel industry by storm, becoming a valuable tool for both travel companies and travelers. It’s fast, efficient, and increasingly capable. But at Ker & Downey, we’ve learned something important: no matter how advanced AI becomes, it can never replace the human touch that makes travel so truly transformative. 

Personal Touch

Full disclosure: We use AI every day at Ker & Downey. It helps us streamline workflows, generate marketing content, conduct destination research, and even identify patterns in client travel preferences. And even though it’s a helpful tool, every trip we design is still created by a real person—a knowledgeable travel designer who brings empathy, cultural knowledge, creativity, and personal relationships to the table. In luxury travel, especially, human connection is everything.  

AI Itineraries 

​​Many clients come to us with journeys generated entirely by AI. They simply type in a destination and a robot spits out a full itinerary for them in seconds. But these AI trips lack depth, personalization, and sometimes even accuracy. Take, for example, the client who requested a custom archaeological trip through Mexico and Central America, and the AI suggested a series of generic stops without considering drive times, nearby reliable accommodations, or even border crossings.​​​ 

Tailor-Made Travel

That’s where our expertise comes in. We take those rough outlines, refining them and weaving in unique, meaningful experiences that AI simply can’t recommend because they don't exist anywhere on the Internet. We know African safari destinations away from the crowds, where you’ll get front row access to the wilderness from a private tented camp. AI might suggest visiting the Louvre, but we’ll connect you with a private art historian who unlocks the stories behind the masterpieces on a unique treasure hunt. AI can certainly give you the “what.” Ker & Downey, though, provides the “how,” “when,” and “why.” 

Emotional Connection

Travel is more than logistics—it’s emotional. It’s about discovery, connection, and often, transformation. AI can’t replicate the warmth of a local guide sharing stories over tea in a family home. It doesn’t know your anniversary is coming up and cannot surprise you with a romantic dinner under the stars. It won’t be there to help when your flight is canceled, your luggage is lost, or a storm reroutes your safari. 

Luxury travel thrives on human relationships, both with our clients and our partners worldwide. The drivers, hoteliers, chefs, and guides we work with aren’t just names in a system; they’re trusted colleagues. That network is what gives our trips soul and reliability, which is something AI cannot replicate. 

Wrong Answer

AI still makes mistakes. In fact, AI tools like ChatGPT often “hallucinate" or fabricate information. You can ask it the same question multiple times and, if it doesn't know the answer, it will invent (often incorrect) responses. And while AI is constantly improving, it can also reflect bias, pull from outdated sources, or recommend places that are wildly inappropriate for your travel style or timing. 

We've even seen locals intentionally mislead travelers through AI. In one case, restaurant-goers in London flooded review sites with false information just to steer tourists away from their favorite local spots. An AI itinerary based on that data can lead travelers astray.  

Human Centered

At the end of the day, luxury travel is about people: the ones you meet on your journey and the ones who help make it unforgettable. AI doesn’t build lifelong memories. People do. And in our world of tailor-made travel, there is no replacement for the relationships, insight, and creativity that our designers bring to every itinerary. 

Planning a trip with AI might give you a starting point, but it won’t give you a sense of magic, discovery, or surprise. It won’t think to include that last-minute cooking class with a local grandmother in Vietnam, or a spiritual ceremony with a monk in Bhutan. It can’t respond to a look of excitement or concern, and it certainly can’t offer comfort or alternatives when things don’t go according to plan. 

Despite LLMs like ChatGPT, Gemini, Claude, and Perplexity being around for only a few short years, AI has proven that it is here to stay. And while it is undoubtedly transforming the travel landscape in both positive and negative ways, we are confident that in the human-powered travel industry, it will remain a complement to our work rather than a replacement. Because what we do in travel is all about humanity—who we are as people and how we impact other people’s lives. That will never change, regardless of the technology we use.