AI has the potential to transform how Muslim travellers discover, plan and experience trips, but trust will be critical to its success, according to speakers at the Halal in Travel Global Summit 2026 organised by CrescentRating and HalalTrip.
During the session Predictive Travel: Leveraging AI and Intelligence for Precision Marketing to Muslim Travellers, panellists said inaccurate recommendations, fake reviews and overreliance on automation could undermine traveller confidence, even as AI enables more personalised travel experiences.
Fateh Ali, founder and CEO of SmartDeen.com and Twillion.ai, said Muslim travellers increasingly expect AI-powered platforms to provide real-time, context-aware assistance rather than simply directing them to halal restaurants, prayer facilities and other faith-based services.
However, he cautioned that trust remains essential.
“Muslim travellers value authenticity. Even the smallest AI hallucination can damage trust,” he said.
Fateh added that AI can help travel businesses deliver more relevant recommendations by recognising that Muslim travellers have different needs, behaviours and expectations.
While AI presents significant opportunities for personalisation, he said the technology must be supported by quality data, cultural understanding and human oversight.
Nurhafihz Noor, senior lecturer in marketing at James Cook University Singapore, stated travel businesses should focus on building trust rather than simply investing in new technology.
He warned that poorly designed AI systems could direct travellers to unsuitable or non-halal options, while AI-generated reviews could make it more difficult for consumers to distinguish genuine recommendations from fabricated content.
Despite advances in automation, Nurhafihz highlighted that human interaction remains an important part of the travel experience, particularly when travellers require assistance, reassurance or service recovery.
