Business · Companies · 19 hrs ago
Tourism leaders see AI and humanoid robots reshaping travel
Tourism leaders met at a World Travel and Tourism Council summit in Malta to discuss how technology could change the industry.
They said AI is becoming important as hotels, airlines and cruise companies face pressure to control costs.
AI tools could help travelers plan and book trips, and help companies communicate with customers in different languages.
A recent survey cited at the summit found that eight in 10 customers said AI influences how they plan trips, while half use translation apps during travel.
MSC Cruises' cruise chief said the company is looking at humanoid robots to move luggage at its Miami terminal, where ships can disembark 7,000 passengers in six hours.
The aim would be to free crew members for other work, such as preparing cabins and welcoming guests.
The leaders also pointed to faster internet on flights, with around 50 airlines having adopted Starlink, and discussed other long-term ideas such as smart cities and quantum computing.
Tourism leaders say artificial intelligence is becoming essential to the industry as companies seek to manage costs and reshape their businesses.
A recent WTTC and Trip.com report found that nearly all surveyed tourism executives consider AI critical to their organizations’ success over the next five years.
Eight in ten surveyed customers said AI influences how they plan trips, while half use translation apps during travel.
MSC Cruises’ Pierfrancesco Vago said humanoid robots could move luggage at cruise terminals and free crew for other tasks.
Around 50 airlines worldwide have adopted Starlink, with download speeds reaching up to 450 Mbps.
- Who
- Tourism industry leaders, including MSC Cruises’ cruise chief Pierfrancesco Vago.
- What
- Leaders discussed AI, satellite internet and humanoid robots as technologies that could reshape travel.
- When
- The WTTC summit took place the week of the article’s publication on October 11, 2026.
- Where
- The summit was held in Valletta, Malta. Vago discussed a cruise terminal in Miami.
- Why
- Cost pressures are narrowing business margins, and leaders see technology as a way to reduce costs and change how the industry operates.
This story does not have two clearly opposing sides.
We are guided by 175 nationalities, so you can imagine the difficulties of communicating with customers and meeting their needs. Now, with artificial intelligence, communication in different languages changes completely: from frequently asked questions and call centers to customer management and the apps we use to communicate with them
I am looking very closely at humanoids
I have built a very large terminal in Miami, possibly the largest in the world, and we have ships that disembark 7,000 passengers in six hours
WTTC and Trip.com reported that nearly all surveyed tourism executives consider AI critical to their organizations’ success over the next five years.
Tourism leaders discussed AI adoption at a WTTC summit in Valletta, Malta.
- Surveyed executives
- Around 75% see generative AI as crucial for saving costs
- Customer survey
- Eight in ten said AI influences how they plan trips
- Miami terminal example
- Ships disembark 7,000 passengers in six hours
- Airline connectivity
- Around 50 airlines have adopted Starlink
- Starlink download speeds
- Up to 450 Mbps
Sources
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