TLDR: HTS has launched a new AI-powered support tool designed to assist travel sellers, aligning with a broader industry trend of integrating artificial intelligence into travel planning and operations. This development comes as other travel platforms, including Booking.com and Instahop, are also enhancing their AI capabilities to improve customer experience and operational efficiency.
In a significant move reflecting the travel industry’s accelerating embrace of artificial intelligence, HTS has introduced an AI-powered support tool specifically tailored for travel sellers. This new offering aims to streamline operations and enhance the capabilities of travel professionals, providing them with advanced assistance in a rapidly evolving digital landscape.
The launch by HTS is part of a wider trend observed across the travel sector in 2025, where AI is becoming a pivotal technology. According to a PhocusWire report from August 15, 2025, artificial intelligence is highlighted as a major trend shaping the tours and activities sector. Ali Basij, founder, chief technology officer, and CEO of Instahop, noted that ‘everybody’s asking us, what can AI do for us?’ Instahop itself is utilizing an AI agent to assist customers, though the industry is still navigating challenges related to AI recommendations, particularly in identifying ‘hidden gems’ for travelers.
Major players like Booking.com are also heavily investing in AI. The company is leveraging AI to simplify discovery by grouping similar activities and employing conversational tools to match travelers with experiences that fit their interests. Booking.com’s strategic vision, as discussed by Morna McAulay, Director of Trips Data Engineering, at APEX FTE EMEA and Ancillary & Retailing 2025, involves a ‘connected trip’ – a seamless integration of various travel components powered by GenAI. This includes an AI Trip Planner, which has seen expanded reach since its launch in June 2023, now available in multiple regions and soon to be rolled out in several European countries.
Furthermore, Booking.com’s 2025 Travel Predictions report indicates that AI will facilitate ‘alternative itineraries,’ allowing travelers to craft personalized journeys that foster deeper connections with local communities and the planet. This reflects a growing demand for AI tools in travel planning, with 41% of travelers expressing interest in AI-driven personalized itineraries.
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While the integration of AI promises enhanced efficiency and personalized experiences, the industry acknowledges ongoing challenges. The difficulty in understanding the rationale behind AI-recommended products, as noted by Craig Everett, co-founder and CEO of Holibob, remains a key area for development. Nevertheless, the consistent introduction of AI-powered solutions by companies like HTS, Instahop, and Booking.com underscores a collective commitment to harnessing artificial intelligence to redefine the future of travel.
