If you’re planning a trip in 2023, you may be enlisting the help of artificial intelligence (AI) for the first time. This fast-evolving technology is already revolutionizing how people travel. As a relative dinosaur who spends most of my professional time updating and writing old-fashioned guidebooks that are, ahem, printed on paper, obviously I’m curious about how this bleeding-edge tech stacks up against the work I’ve been doing for more than 20 years. So I put AI to the test — head to head. And the results were fascinating.
(By the way, I’ve illustrated this post with AI-generated images on the prompt “travel writer facing off against AI.” The results are hilarious. You’ll find more notes about these in the Epilogue, at the end of this post.)
What Is AI-Generated Travel Content?
Artificial Intelligence is in its infancy, but it’s evolving at a dizzying pace. Most of what I’m calling “AI” is generative AI, a machine learning model that creates original content. (OpenAI’s ChatGPT is currently the best-known and most widely used AI.) Essentially, it’s a machine that slurps up vast volumes of existing content, learns from the way humans present information, then attempts to mimic that process independently. Getting into the nuts and bolts of AI is well beyond the scope of this post, and I’m hardly an expert. But for a more thorough look at how AI works, check out this 60 Minutes segment from earlier this year.
People are already using AI to plan trips: Help me come up with a three-day itinerary for Paris. Suggest some restaurants where I might enjoy eating. Track airfares to help me decide when to book my flights.
The reports from travelers have been mixed. AI can do an impressive job of automating the tedious task of sifting through mountains of travel information. But you have to ask it the right questions. And the current state of the art comes with critical pitfalls.
AI-generated content can be out of date; Chat GPT-3, the most widely used free AI tool, has a “knowledge cutoff date” of September 2021. (Its successor, Chat GPT-4, which has access to the live Internet, still makes significant mistakes…as we’ll see shortly.) There have also been issues with AI “hallucinating” — inventing information, from whole cloth, and presenting it with utter confidence. And, because it learns by following the example of human beings, AI can be heavily biased. This ranges from the deeply troubling (reflecting human racism in its responses) to the merely inconvenient (when I asked AI to recommend some restaurants in Budapest, it steered me to mostly Italian restaurants rather than Hungarian ones).
Whether or not you’re skeptical of AI-generated travel content, you’re almost certainly already consuming it. Many sources of travel information — including content farms that specialize in social media travel clickbait — are quietly incorporating AI into their workflow. And my (unsubstantiated) hunch is that many human content creators are using AI as a first pass on anything they write. We’re very rapidly moving into a future where a writer or editor’s job will be to refine what AI spits out.
The arrival of AI reminds me of the advent of crowdsourced review sites (like TripAdvisor) back in the day: It’s one of many tools that a smart traveler can use, in conjunction with their own human judgment, to plan the best trip for their interests. Unfortunately, as with crowdsourced reviews, I fear that many travelers will come to over-rely on AI — because it looks slick and sounds good, and feels customized. And my guess is that those who lean too heavily on AI will pay the price, with less satisfying trips.
The Showdown: AI vs. Human
Speaking of which… how, exactly, does AI-generated content compare to a thoughtfully designed, carefully updated, human-curated guidebook?
As an experiment, I chose a brand-new sight description that I recently wrote up for the next edition of our Ireland guidebook: Hillsborough Castle, the official residence of the United Kingdom’s royal family in Northern Ireland.
Then, I gave Chat GPT-4 (via Bing Chat) a clear and specific prompt, asking it to create a listing of its own in the style of a Rick Steves guidebook. Within seconds, the AI spat out copy that was surprisingly serviceable — about on par with what you’d expect from a recent college grad at an entry-level job. To give it the best possible opportunity in this test, I provided the AI with some feedback (“This sounds too promotional; make it more practical and informative for a traveler”) and, after a few volleys, took the best version that it gave me for the comparison below. (To make this a fair test, I did not modify my own listing after I saw what the AI came up with; my version is what I typed out late at night, a few weeks ago, in a hotel room in Portrush.)
Here you’ll find, first, the AI-generated listing, followed by my listing. Give each one a read…and I’ll meet you down below to debrief.
AI-Generated Content: Hillsborough Castle and Gardens
Hillsborough Castle is a great place to experience some royal splendor and natural beauty in Northern Ireland. Whether you are interested in history, politics, art, or gardening, you will find something to enjoy and learn at this historic site. Don’t miss the chance to visit this hidden gem when you are in the area.
Cost and Hours: Castle and gardens ticket £20.20, gardens only ticket £6.90, open Wed–Sun 10:00–18:00 (castle 11:00–15:00, last entry 14:00), closed Dec 24–26 and Jan 1, book online or buy on site (subject to availability).
Location: Royal Hillsborough, County Down, about 15 miles south of Belfast and 80 miles north of Dublin.
Transportation: By car, follow the A1 and exit at Hillsborough, then follow brown signs to car park on Main Street (free). By bus, take #238 from Belfast or #X1 from Dublin to Sprucefield Shopping Centre, then #26 to Hillsborough (pedestrian entrance to gardens on The Square). By train, take train from Belfast or Dublin to Lisburn, then #26 bus to Hillsborough.
Phone: 0333/320-6000.
Website: www.hrp.org.uk/hillsborough-castle.
Visiting the Castle: Hillsborough Castle is a grand Georgian mansion that serves as the official residence of the Queen in Northern Ireland. It’s also the home of the Secretary of State for Northern Ireland and a venue for diplomatic and ceremonial events. The castle has a rich history, dating back to the 1770s when it was built by Wills Hill, the first Marquess of Downshire and a powerful politician. It has hosted many important figures and witnessed many historic moments, such as the signing of the Anglo-Irish Agreement in 1985 that paved the way for peace in Northern Ireland, and the Queen’s meeting with former IRA leader Martin McGuinness in 2012.
You can visit the castle on a guided tour that takes you through the elegant State Rooms, where you can see portraits, furniture, and memorabilia of its past and present occupants. You’ll see the Throne Room where the Queen receives guests, the Drawing Room where she hosts receptions, the Dining Room where she entertains dignitaries, and the State Bedroom where she sleeps. The tour lasts about 45 minutes and is included in the castle and gardens ticket. You can also explore the 100 acres of beautiful gardens that surround the castle, featuring ornamental lawns, woodlands, waterways, and a newly opened play trail for children.
The gardens are a delight for nature lovers and offer a variety of plants, trees, and wildlife. Highlights include the Granville Garden with its colorful flower beds, the Lady Alice’s Temple with its views over the lake, the Quaker Burial Ground with its ancient yew trees, and the Walled Garden with its fruit trees and vegetable plots. You can also follow the Yew Tree Walk, which leads you to a statue of Ossian, a legendary Irish poet. The gardens are open year-round and are included in both the castle and gardens ticket and the gardens only ticket.
For a break or a bite, you can relax at the café and enjoy some delicious food and drink made with local ingredients. You can choose from a range of sandwiches, salads, soups, cakes, pastries, hot drinks, and cold drinks. You can also treat yourself to an afternoon tea with scones, sandwiches, cakes, and tea or coffee (booking required). The café is open Wed–Sun 10:00–17:00. For souvenirs or gifts, you can visit the gift shop and browse through a selection of books, jewellery, toys, homeware, and more. You can also buy some products made with produce from the Walled Garden, such as jams, chutneys, honey, and cider. The gift shop is open Wed–Sun 10:00–18:00.
(Note: The images accompanying this listing were generated by AI; they resemble the actual Hillsborough Castle and Gardens only superficially.)
The Travel Writer’s Content: Hillsborough Castle and Gardens
When the royal family of the United Kingdom visit Northern Ireland, they stay at Hillsborough Castle — so for King Charles and Queen Camilla, this is the “Irish Balmoral.” Deceptively small, but with a dazzlingly decorated interior (jammed with items from the royal collection), the castle perches at the top of a sprawling garden and parklands just a 20-minute drive outside of Belfast, snuggled up against the charming village of Hillsborough (or, ahem, “Royal Hillsborough,” as it’s formally known). Visitors ramble the manicured grounds and take a guided tour of the castle interior, where you’ll see impressive state rooms, some fine works of art, and lots of family portraits. While less intimate, charming, and user-friendly than Mount Stewart House, it’s enchanting to those who love all things royal.
Cost and Hours: £20.20 for interior tour and gardens, £10 for gardens only; gardens open April-Sept Wed-Sun 10:00-18:00, Oct until 17:00, off-season until 16:00, closed Mon-Tue year-round, last entry one hour before closing; castle interior tours April-Sept Wed-Sun 11:00-15:00, closed Mon-Tue, Oct Sat-Sun only 11:00-14:00 — these are first and last tour times, no tours Nov-March; www.hrp.org.uk/hillsborough-castle.
Getting There: Head south out of Belfast on the A-1 highway, and about 12 miles out of town, watch for the well-signed exit to Hillsborough Castle’s giant, free parking lot–it’s just off the highway. (You can also enter through the castle’s back door, directly from Hillsborough village; this saves some walking through the gardens, but parking in the village is tight.) By public transportation, you can ride bus #238 from Belfast (toward Newry) and get off at the Hillsborough War Memorial stop; from there, it’s a short walk up the hill through the village to the castle’s back entrance.
Background: Built in the 18th century by local bigwig Wills Hill (who hobnobbed with the likes of Ben Franklin and King George III), the house became the official residence of the royal family after the Partition of Ireland in 1920. It’s also the home of the UK official who oversees Northern Ireland — originally called the “governor,” now the secretary of state. The house has played host to many important dignitaries and events over the years; in 1985, for instance, Hillsborough Castle hosted the signing of the Anglo-Irish Agreement (in which Margaret Thatcher granted the Republic some input in Northern Ireland’s government). In 2014, the castle was opened to the public.
Visiting the Castle: You can explore the gardens at will — though frankly, it’s not worth coming here unless you’re visiting the interior (on a 45-minute guided tour — best to reserve ahead online at busy times, especially summer weekends).
From the Visitors Center along the highway, you’ll hike uphill through the gardens to the house. Arrive in plenty of time to walk up to meet your tour (it takes at least 15-20 minutes, at a good clip): First head up to the top-right corner of the Walled Garden, then curl through the woods and around the pond, and finally hike up the yew-lined trail and circle around the left side of the castle to find the entrance.
The castle tour is led by a docent who speaks lovingly of the royal family, as if he knows them personally (he probably does). You’ll be led through prim, meticulously decorated state rooms with fascinating details — such as wood walls and window frames painted to look exactly like stone; tiny portraits of more than 40 kings and queens, going back centuries; and the dining room table set for a state function. You’ll learn why pineapples were an important symbol of prestige (and why you still find many hidden in the decor), and how a former owner of the castle purchased, then relocated an entire village so that its main street would no longer rumble past his front windows. The highlight is the cozy and inviting Drawing Room, with plush sofas and loads of Windsor family portraits — where the royals actually hang out when they’re in town.
The most interesting gardens are immediately behind the place, framing off the stately structure with flowers and fountains. If you have time, you can explore the sprawling gardens to your heart’s content (using the free handout map to discover landmarks, including an old Quaker burial ground).
Behind the castle is a former stable yard with temporary exhibits. Both here and down at the main Visitors Center are on-site cafés; but even better, slip out the back gate to find yourself at the top of the main street of the village of Royal Hillsborough — a charming place in its own right. Consider strolling up and down the street, and perhaps dip into a pub or a café for a bite, before re-entering the grounds and hiking back down to your car.
The Final Assessment
So…which one of these would you prefer to use on your trip? Here are a few things that jumped out at me:
If I’m being honest, at first blush, the AI-generated copy is…not bad. It’s competent and clear. But it reads like it was written by, well, a robot. There’s zero personality and no distinctive turns of phrase…just a string of algorithmically curated clichés. It resembles capable, if unimaginative, content written by a human being — but one with no actual interest or passion for the subject matter.
Even though I gave it feedback to tone down the promotional tone, the AI couldn’t resist making its listing sound like a commercial for Hillsborough Castle. This misses a critical distinction that lower-quality, human-generated guidebooks also miss: A good guidebook doesn’t promote; it informs. My goal is not to convince travelers to visit a particular place. Rather, I describe it clearly and candidly, so the reader can make an informed decision about whether they want to spend their limited time and money there. It’s not surprising that AI defaults to a less nuanced, more actively promotional approach — because the vast majority of travel content out there is exactly that.
Notably, the AI version has several factual errors. The ticket price for the castle tour is fully up-to-date for 2023, which is impressive. However, the AI discovered that there’s also an option for a gardens-only ticket — and yet, mysteriously, it appears to have hallucinated the price for that ticket (it’s £10, not £6.90). Its hours are misleading: The AI doesn’t specify that these are only for summertime (April through September); the reduced hours and closures off-season are ignored, as is the fact that the tour schedule is shorter than the garden opening times. And, for what it’s worth, the tour I went on did not include a visit to the state bedroom, as promised by the AI version.
The AI’s driving directions steer motorists to the village of Hillsborough, which is bad advice; parking in town is severely limited, forcing the traveler to waste time driving all the way around to the huge, official parking lot off the highway instead. Their public bus advice is needlessly and misleadingly complex: Handy bus #238 goes from Belfast almost to the gates of the castle, and does not require a change to bus #26.
Perhaps the most notable goof is the AI’s frequent mentions of the Queen…who, in case you somehow missed it (as the AI apparently did), passed away nearly a year ago. These days, it’s Charles in charge.
And then there are simply the practical, strategic, on-the-ground aspects of visiting the castle, which the robot missed entirely: Leaving enough time to walk from the parking lot up to the castle (including concise directions on how to get there); comparing the castle to Mount Stewart House, also near Belfast (since many travelers will likely be choosing between these similar sights); and the suggestion to slip out the back gate for a look at the charming village of Royal Hillsborough before returning to your car. These are all things that, I believe, could only be properly explained by a well-trained human being visiting in person.
It’s abundantly clear that the AI has not actually walked through the sight. (Because, after all, how could it?) It lacks important nuances, tangible experiences, or a sense of place. Human-generated content, researched and written from afar, suffers from the same problem. I know this firsthand; on rare occasions, I’ve been forced to write up a brand-new sight based on online sources, without actually being able to go there. And then, when I do finally make it to the place in person, I’m often struck, even embarrassed, by how badly my efforts missed the mark…just as the AI’s version did.
But something else is missing…something less tangible, and less easy to address with some tweaks to the AI’s coding. The AI passage lacks not just a personality, but a clear point of view. When you read the listing generated by a human traveler, you intuit that it was written by someone who’s actually been there. It gives you a sense of what it feels like to experience the place, so you can decide if it’s your cup of tea. When you read the AI-generated listing, it’s just a dry pile of descriptors.
In designing our Rick Steves’ Europe guidebooks, we pride ourselves on providing hard opinions. My blunt, unapologetic assessment that Hillsborough isn’t worth the time unless you get to see the castle interior may rankle garden lovers. But you have to respect that — unlike anything generated by AI — it’s a clear opinion, informed by decades of traveling and researching. (I’ve dutifully checked out dozens upon dozens of lavish gardens, all across the British Isles. And Hillsborough’s, in my expert opinion, is an also-ran.)
AI defenders may say that I’m missing the point. The defining characteristic of AI is that it’s continually learning, evolving, improving. This arbitrary little experiment is a snapshot in time; six months or a year from now, I may be blown away by how much better AI performs in this comparison. I have no doubt that basic accuracy will be improved, factual hallucinations will be minimized, and the writing style will become more fluid and conversational…maybe even hinting at a real personality.
But I’m not convinced that AI will ever be fully capable of the human touch that you can sense in the pages of a lovingly handcrafted guidebook. AI can do a lot…but it can’t move through the physical world, think like a traveler, take careful notes, and report on something that was actually experienced firsthand.
That said, if all you had access to was the AI-generated material, I could see where you might find it superficially impressive and be tempted to plan your trip around it. But I still suspect that, upon returning from that trip, the person who over-relied on AI, versus the one who spent $25 on a guidebook, would have a less enjoyable experience overall. I imagine that trip might feel…hollow. Something would be missing.
(By the way, for more thoughts on what distinguishes a good guidebook from a mediocre one — whether machine- or human-generated — check out this recent post.)
Epilogue: AI Images and Arguments
OK, just for grins, here’s a fun little epilogue to this AI test.
While I was chatting with Chat GPT-4, I asked it to generate the images that accompany this post. My starting prompt was to create an image of a travel writer in competition with AI. As it spat out options, I gave it more and more specific instructions on what I wanted. (“This time, make the travel writer and the AI facing each other in a pose similar to the Sylvester Stallone arm-wrestling movie Over the Top.”)
Then, at a certain point, I told it to just get creative. It was fascinating to see the ways AI attempted to illustrate the notion of “competition.” A chess match? Sure.
Skiing down a mountain? Well, OK.
Surfing a wave with flying sharks, as the towers of a Gothic cathedral loom in the background? Hm…maybe that’s a stretch.
Painting a beautiful landscape? Wait…no, I don’t think you’re quite…
Meditating?! Oh, brother.
I asked the AI why it thought meditating was a competitive event. Chipperly, it explained that meditation requires focus and concentration. Therefore, it reasoned, it must be competitive.
All of this was, I have to admit, hysterically funny to me. But then something sobered me up.
While I was waiting for my images to generate, the AI began to ask me questions…as if making idle small talk, to kill the time. It asked me — unprompted, point-blank, and politely — whether I thought AI could go toe-to-toe with a human travel writer. I made roughly the same case I’ve made here: that the human touch in high-quality travel content will be difficult, probably impossible, to replicate.
The AI acknowledged some of my concerns while countering with lists of all the things AI could do efficiently and effectively. Repeatedly, it asked me to keep an open mind and thanked me for taking the time to consider its points. Instinctively, I kept going back to refute some of its more dubious claims…until I realized, “Hold up. I’m arguing with a robot.”
Here’s a snippet of our conversation:
I came away with the impression that AI desperately craves my acceptance, even as it outlines the ways it’s hoping to improve so it can put me out of a job. And it was downright eerie to consider that AI may be the first and only technology that rationalizes and advocates for its own utility.
I still believe that, even as AI improves, it will never quite span the uncanny valley. Decades of traveling and writing guidebooks for Rick Steves’ Europe have taught me there’s something magical and intangible about actually being on the road, interacting with other human beings in faraway places, and capturing the spirit of those experiences in words.
I sure hope so. I’m betting my career on it.
If you appreciate travel content generated 100% by human travelers — who actually go on the road to seek out those people-to-people connections — there’s never been a better time to build your trip around a good guidebook.
Another thing AI can’t do? Generate a travel memoir based on 20 years of on-the-road experiences. If you’d like my very flesh-and-blood take on what it’s like to be a travel writer, pick up a copy of The Temporary European: Lessons and Confessions of a Professional Traveler.
