Personalisation and user-centric experiences

This chapter explores the role of personalisation and artificial intelligence (AI) in shaping user experiences within the digital travel and tourism industry. As platforms like Uber and Airbnb leverage data-driven personalisation, they offer hyper-individualised services, meeting users’ expectations for convenience, relevance, and emotional connection. This chapter examines how AI, big data, and machine learning are used to deliver personalised travel experiences, emphasising the importance of user agency, data privacy, and ethical concerns such as algorithmic bias. It discusses the challenges these platforms face in ensuring transparency and inclusivity while maintaining consumer trust. By analysing case studies, this chapter outlines the benefits and complexities of personalisation and provides recommendations for building ethical, scalable, and user-centric systems in the tourism sector.