Chatbots and AI platforms are establishing themselves as true travel consultants, capable of suggesting tailor-made itineraries, identifying original and less traveled destinations and building personalized experiences.
AI as a new travel consultant
AI platforms have now loudly entered travellers’ consumption habits. Among the most popular prompts, an interesting constant stands out: not the search for simple generic holiday destinations, but the demand for authentic and lesser-known destinations, often driven by the search for specific and personalized experiences. In this context, Italy returns to be a protagonist thanks to the variety of diversified proposals that can meet every travel need.
Alongside the most common destinations such as Rome, Florence or Milan, there are the hidden jewels of our country which are attracting more and more Italian and foreign visitors also thanks to the help of AI tools. From a recent report by the Mastercard Economics Institute, pleasant surprises emerge:
Orvieto, a charming Umbrian village known for its Etruscan heritage, artistic beauties such as the Gothic cathedral and the goodness of its white wine and truffles, attracts, for example, 23% of the spending of visitors guided by AI. For more sporty tourism, in the Dolomites Pinzolo and Brunico are positioned as favorite destinations for AI-guided travellers, with 18% of the spending they generate, attracting those looking for authentic experiences combined with spectacular Alpine landscapes. While on the coast, destinations such as Pantelleria (18%) and Forte dei Marmi fall into the “luxury arbitrage” category; locations that offer premium experiences at relatively cheaper costs than their more famous foreign counterparts. Similarly, Monte Argentario and Moltrasio establish themselves as luxury coastal retreats that combine sophistication and authenticity.
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