The surprising travel trend ditching AI for real experiences - USA Today
Bob Gourley works with technology every day, but for a recent trip to Muscat, Oman, he went old school. Instead of booking his flights online, he hired a travel advisor. And instead of taking pictures on his phone, he used a 35 mm camera.
"I had 36 shots," said Gourley, who works for a computer security company in Washington, D.C. "I stopped more. I observed more."
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The result was a completely different trip than the one he's used to. Instead of taking an endless series of images for his social media feed, Gourley slowed down to enjoy the experience. His photos of the Grande Mosque were more contemplative. Having a travel advisor curate the trip made it less algorithmic and more, well, human. He saw more things that interested him, like the historic Mutrah Souq, and fell into fewer tourist traps.
In an era of AI-driven itineraries, a growing number of travelers are trading digital efficiency for analog adventures. By returning to film cameras, paper journals, and human travel advisors, they're finding that removing immediate digital gratification makes a trip more memorable, meaningful – and maybe even better.
New research from ALG Vacations found that among people who use AI to plan a trip, 77% still want a human to make the final call. Among millennials and Gen Z who use AI, 51% have also booked through a travel advisor.
Travelers aren't necessarily anti-digital. They're just opposed to being optimized into numbness. They want experiences that feel real and human, not endlessly mediated through a screen.
The response is subtle, but if you pay attention, you'll notice it. It's people carrying paper notebooks instead of tablet computers. They have Polaroid cameras instead of phones. They're actually experiencing the trip instead of just curating a video of it.
You can see the evidence everywhere. Like the "no videos" rule for travelers. Richard Campbell, founder of 10Adventures, said he never watches videos of a destination before he travels there.
"I want to be surprised and amazed seeing something for the first time," he said. "I think this is a key part of travel."
Hotel Rangá, a countryside property in southern Iceland known for northern lights viewing, sells guests an "Analog Menu" for 20,100 kroner (about $165). The package includes two disposable cameras, a deck of the hotel's playing cards, a coloring book about Icelandic history with crayons, and three postcards. The best thing in it may be the map of South Iceland, marked by hand with the staff's own favorite stops, which is the kind of recommendation no algorithm will give you.
Perhaps the most visible sign of our analog adventures is the resurgence of human travel advisors. While booking a flight is a simple transaction, a customized trip of a lifetime requires empathy that a chatbot can't offer.
Michael Johnson, president of Ensemble Travel Agency Consortium, said planning has come full circle for the most discerning travelers.
"In a world that’s increasingly automated, people are craving that human connection more than ever," Johnson said. He said advisors provide perspective and reassurance – telling you, for instance, whether a 500-guest or 140-guest ship is right for your Antarctica expedition.
It's not just the affluent older travelers. Other people want a human connection, too, said Jacquie Whitt of Adios Adventure Travel. She's seen an increase in people younger than 40 who turn to her for travel advice.
"Although travelers seem to like the convenience that digital offers for making online reservations, they contact me for advice to help organize their tours, activities and to get information about special documents," she said.
Making the most of analog travel doesn't mean you have to be a Luddite. Here are a few strategies:
Reality check: This doesn't mean you will leave your phone at home. Joe Cronin, president of International Citizens Insurance, said smartphones remain an indispensable travel tool.
"The reality is that most travelers need their phones for practical reasons, like boarding passes, translation apps, and emergency contacts," he said.
The question is, when do you use the phone – and when do you leave it in your pocket?
The goal of an analog adventure is to return home feeling fulfilled but not exhausted. In a world optimized for immediacy, the ability to unplug and engage with the physical world has become the new ultimate luxury.
Christopher Elliott is an author, consumer advocate, and journalist. He foundedElliott Advocacy, a nonprofit organization that helps solve consumer problems. He publishesElliott Confidential, a travel newsletter, and theElliott Report, a news site about customer service. If you need help with a consumer problem, you canreach him here or email him at chris@elliott.org.
