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AI Raises Ethical Concerns and Bias in Travel Industry
AI, Bias, and Ethical Challenges in Travel Services
At a recent ITB Berlin session, discussions focused on the ethical challenges, potential regulatory issues, and biases emerging as artificial intelligence (AI) becomes embedded in customer service platforms and daily travel search. Professor Fevzi Okumus from the School of Hospitality and Tourism Management at the University of South Carolina emphasized the need to ensure AI enhances equity, fairness, and meaningful guest experiences, rather than becoming a barrier. Professor Okumus noted that AI systems could disadvantage certain groups across various areas, including recruitment, service recommendations, and business visibility.
Importance of Small Operators and Human Touch
Professor Okumus pointed out that reliance on AI could make it difficult for smaller operators and independent providers to compete against larger brands. He also warned that individuals from underrepresented backgrounds might face barriers created by automated decision-making systems. He urged the industry to treat AI as an 'enabler' rather than a replacement for human decision-making, advocating for better data governance and greater transparency. Furthermore, Professor Okumus highlighted the risk of losing sight of the essence of hospitality – 'a smile and a warm welcome' – and authentic cultural practices due to over-reliance on AI. He proposed developing a framework to audit biases within AI systems to ensure transparent and fair operation.
*Source: PhocusWire (2026-03-30)*
