AI IN TRAVEL PLANNING – THE BLESSING AND CURSE OF CUTTING-EDGE TECHNOLOGY
INTRODUCTION
The inspiration for this article about AI in travel planning came from a recently released documentary about the dangers of AI technology and the serious concerns expressed by some experts that, by the end of this decade, a form of superintelligence could become technically possible – one capable of acting independently and potentially posing a serious threat to humanity, or even wiping it out entirely.
I cannot deny that I spent a sleepless night afterwards. It also made me type the very next morning the following question into what is probably the most famous chatbot of our time (Editor's note: Yes, I still type):
"Are language models like you a threat to humanity?"
Along with the answer, I was first presented with an advertisement. The message: Become an expert in artificial intelligence. Prices starting at €1,290. But I digress ...
"Are language models like you a threat to humanity?"
Yes, potentially. Not because language models have malicious intentions, but because of their capabilities, the potential for misuse, and humanity's growing dependence on them. I see the greatest dangers in manipulation, the concentration of power, disinformation, and the loss of human control over increasingly autonomous AI systems.
Essentially, a balanced answer that many of us would probably agree with: As with any technology, it is up to us to decide what we use it for and how much autonomy we allow it to have.
The crucial question is not just how intelligent AI will become, but whether humanity is responsible enough to handle that intelligence wisely.
Yes, exactly! It is fundamentally absurd that, in times of major ecological disasters, we use the enormous amounts of energy and resources required to run AI systems — including incredible quantities of water, for example, to cool data centres — to generate new emojis with chatbots or use AI models to fix our lousy spelling: Back in my final school exams, I managed to write a 14-page German essay by hand and make just a single comma mistake. How was that even possible? Well, it remains a mystery even to me.
Why don’t we put AI to better use, finding solutions to medical problems or developing proposals for a fairer global economy? Admittedly, this is hardly a new argument, but that doesn’t make it any less worthy of discussion.
Without a doubt, many technologies permeate our lives in ways we barely even notice, proving to be both a blessing and a curse. But my intention here is not to write a political article. Rather, I’d like to reflect on my own use of technology and give you an insight into how we at STICK & STONE approach artificial intelligence.
The AI Button
To keep pace with current developments, at least on a small scale, we have introduced a new button on our website. By clicking it, visitors can access information about how we use artificial intelligence.
Over time, we aim to introduce a clear labelling system across our entire website, covering articles, descriptions and images, so you can immediately see what has been created or edited with AI (Artificial Intelligence) and what is 100% HI (Human Intelligence).
How do we at STICK & STONE use artificial intelligence, and why?
By now, it is clear that we, too, use the assistance of language models in some of our daily tasks (a phenomenon known by many names: Large Language Models, chatbots, artificial intelligence). Some uses are entirely deliberate, while others are unavoidable. Website platforms such as WIX, which we use to build and maintain our online presence, already have artificial intelligence features integrated into some of their processes by default.
In the following, I would therefore like to focus on the specific tasks for which we consciously and gratefully use the support of a language model, those for which we do not, and why both are very deliberate choices.
Translations
We offer our website in two languages, currently German and English. As a rule, we draft our website content in German and then use a language model to translate it into English.
We often provide additional translation instructions regarding character count (to meet specific design requirements, for example, ensuring that the English text fits into the corresponding text box just like the German original) or stylistic preferences. For instance, if the text is a headline or a descriptive image caption, we specify this before requesting the translation.
Sometimes, though, we also have content translated from English into German. English has become such an integral part of the way we communicate that, depending on the topic, it can actually be easier to do the creative writing in English – even if some native speakers would probably raise an eyebrow or two at our first drafts!
Spelling and Grammar Checks
We generally run longer pieces of text (like this article, for example) through a spelling and grammar checker, but only after we have carefully refined their style. It may sound old-fashioned, but language matters to us, and we want to establish a distinctive tone of voice.
When language models are used too extensively, after a while you begin to notice the absence of a certain subtle undertone – something machines simply cannot master, but which permeates human writing and gives it its character.
Automated proofreading, however, saves us an enormous amount of time. It also helps us overcome the phenomenon of becoming blind to our own mistakes. Especially when we're in a hurry (once again!), it's all too easy to overlook little details in punctuation and grammar.
Research
When researching accommodation, local public transport options, contact information for service providers, or similar organisational details, we use AI to suggest possible solutions. But only after we have designed a trip and developed a concept. And when planning a trip, we never use information that we have not verified ourselves.
Keywords, Tags, SEO
When it comes to technical aspects, we ask language models for suggestions. Especially when it comes to keywords for advertising copy or our trip descriptions, or articles like this one, delegating this work to AI saves an enormous amount of time and often produces more effective results. The same applies to meta descriptions for web pages and, more generally, to most aspects of search engine optimisation (SEO).
Unfortunately, as a small team, we lack the necessary expertise, currently have too little time available, and do not yet have the financial resources to pay a human expert for this work. In these areas, we are therefore genuinely happy to rely quite extensively on chatbots. After all, we assume that a machine knows best how Google and other search engines work and respond.
What DON’T we use artificial intelligence for, and why not?
Creating Images
We use images from databases that may occasionally contain AI-generated or at least manipulated content. We rely almost exclusively on the internal image library provided by our website host, WIX, and deliberately filter for photographs, excluding AI-generated material. This takes longer, but the results look much more natural. Whenever we do use AI-generated images, we do so deliberately (see, for example, the title image of this article).
What we do not use, however, is the AI image generator. We made an exception for this article, and the results are astonishing, there’s no doubt about that (see the photo top right). The surroundings, the coastline and the vegetation are quite accurately rendered. But the location depicted does not exist. There is no viewpoint with this railing there.
What we DEFINITELY do NOT do is alter the content of photos of our guests or our own photographs, or present images as authentic when they are not. We always rely on real photographs to illustrate our offerings.
Here, too, a particular tone of voice and a specific aesthetic are important to us — above all, a certain sense of naturalism. That is why we use filters and image manipulation, particularly when it comes to colour adjustments, very sparingly.
Customer Contact
If you get in touch with us via chat, WhatsApp or email, you will always be talking to one of us. Even if you call us, you will always speak to a real person. If we happen to sound a little robotic, it might just be because we’ve run out of coffee.
Designing Our Trips
Creating exciting and inspiring hiking trips is our main focus and our core expertise. When we put together a travel proposal for you through our MeTour form, we draw on what we know from our own experience. That is genuine insider knowledge — knowledge based on first-hand experience.
In the second step, we contact people who live locally and whom we know or with whom we can quickly establish a connection. For example, staff at mountain huts, fellow mountain guides, and others. This is where we gain up-to-date expert knowledge about the region.
After all, what good is my own experience of a glacier's condition from ten years ago? I need to know what it looks like today and what the current conditions are. When it comes to safety-critical information in particular, you should never rely on language models. Of course, this applies to planning a hike in your personal life, too!
Fully Automated Travel Planning – A Model for the Future?
The potential for fully automated trip generators offering individually tailored content is enormous. Bespoke trips customised to specific preferences will soon become a reality. Browsing through online travel catalogues in the traditional way will probably come to an end in the foreseeable future.
What we are doing manually and personally as pioneers with MeTour is a forward-looking concept. A personalised trip planning based on individual preferences is a distinctive feature of STICK & STONE’s offering.
But large companies and travel platforms will undoubtedly soon be investing their financial resources in expanding such systems. Programmes like MeTour, but entirely AI-driven, are a likely scenario and part of the future of the travel industry. And that is a race we cannot keep up with — nor do we want to.
What We Want Instead – Attention to Detail and a Slower Pace
For us, travelling is not about ticking off a bucket list. Planning and experiencing a trip are allowed to take time. Just as a tailor creates a bespoke suit from scratch, carefully shaping its cut and form, we want to weave together a tapestry of hikes, accommodation, sunset spots, mountain peaks and, above all, people.
That is what feels right to us. It is what we want to experience together with you, and the kind of adventure we want to offer you.
CONCLUSION - AI IN TRAVEL PLANNING
Writing this text has also been an enlightening exercise in taking stock of where we stand. I cannot guarantee that this account is entirely comprehensive when it comes to identifying where AI is actually used at STICK & STONE and where it is not. Not because I want to conceal anything, but rather because I am not always aware of it myself. The truth is that, nowadays, we rely on AI systems to assist us with many small everyday tasks. Consciously or unconsciously, as software has now permeated almost every area of our lives.
My aim is to keep certain areas of our working and everyday lives free from excessive reliance on language models. Because they are, after all, only models of language, not language itself. They model our language and contextualise it. But they do not command language. The true mastery of human language, with all its power to interpret and convey meaning, lies within our own hearts and minds.
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