When Technology Meets Tourism: Blockchain and AI as Drivers of Sustainable Travel

From research

For many of us, traveling is synonymous with adventure, relaxation, and new experiences. But what if every holiday could also help protect the planet, support fair working conditions, and even provide greater comfort? That’s exactly the perspective researchers Anam Afaq, Loveleen Gaur, Gurmeet Singh, Michal Erben, and Alberto Ferraris took. They explored how blockchain and artificial intelligence (AI) can transform hospitality and tourism into a more sustainable and responsible industry.

Blockchain: The Digital Ledger of Trust

Blockchain is best known for cryptocurrencies, but its potential goes much further. In tourism, it can serve as an incorruptible record of how sustainable individual providers are. From tracking the origin of food in a hotel restaurant to offering transparent information about environmental certifications—blockchain ensures that data is verifiable and trustworthy.

For tourists, this means easy access to verified information and the ability to choose services that truly align with their values. For hotels and travel agencies, it’s an opportunity to demonstrate their commitment to the environment and society.

Artificial Intelligence: The Invisible Hotel Manager

AI in hospitality can do much more than just recommend places to visit. Modern algorithms can already optimize energy consumption. For example, AI can automatically regulate air conditioning, lighting, or water heating based on occupancy and guests’ needs. The result: lower costs, a smaller ecological footprint, and often greater comfort for customers.

Beyond that, AI can help with better inventory planning, demand forecasting, and more efficient operational processes. All of these measures contribute not only to sustainability but also to the economic stability of businesses.

Who Plays What Role?

But technology alone isn’t enough. The study also suggests concrete steps for different groups:

  • Businesses should invest in innovation, train their staff, and actively communicate their sustainable initiatives.

  • Policymakers can create regulatory frameworks that encourage the use of these technologies and make data sharing easier.

  • Tourists should seek out and support responsible providers, thereby motivating the entire market toward positive change.

The Future of Travel: Technology as an Ally

The authors emphasize that this approach differs from typical studies on technology in tourism. It’s not just about introducing innovations for greater efficiency, but about embedding sustainability into the very core of the business.

If blockchain and AI are harnessed properly, we may soon enter an era of travel where technology becomes an invisible ally: helping to protect nature, safeguard people, and ensure that every trip is even more enjoyable. Perhaps the time is near when choosing a hotel won’t just be about price and location, but also about how much CO₂ it has saved, how fairly it treats its employees, and which technologies it uses for the greater good of us all.