GenAI in Hospitality Study 2026 - LNU - Group 19

This study explores how generative artificial intelligence (GenAI) shapes customer experiences on digital travel platforms within the hospitality sector. Using a qualitative research design, the study is based on six semi structured interviews with customers who had recent experience using GenAI tools, primarily ChatGPT, during travel planning and related service interactions. The findings show that GenAI mainly functions as an early stage decision support tool by helping customers reduce information overload, structure travel choices and generate more personalized suggestions. At the same time, customers do not rely on AI uncritically instead, they often verify AI-generated information through booking platforms, reviews and other external sources. The study concludes that GenAI currently reshapes the planning phase of the customer journey more than it replaces digital travel platforms or human service entirely.