Towards the Hyper-Personalisation of Travel Itineraries – AI-Supported Virtual Interlining

The concept of virtual interlining and its effect on travel are introduced, discussed critically and conceptualised. Parallel to this, generative artificial intelligence (GenAI) is discussed within the context of virtual interlining, including early examples of early adoptions of this technology by online travel agencies (OTAs). Implications for practice, policy-making and scholarly research are outlined. It is posited that the full potential offered by virtual interlining platforms will require amendments to the existing legal framework affecting passenger rights so that it adopts a more holistic approach to multi-connection itineraries incorporating air and rail travel.