Närbild av en mobil med en öppen chatt och ett virtuellt tangentbord.

When a customer communicates directly with an AI, this must be made clear, unless it is already obvious. This includes, for example, chatbots on hotel and airline websites, AI-based customer services, digital concierges and automated rebooking solutions.

Photo: Unsplash

EU AI Act comes into force – how it affects the travel industry

Hotels, airlines, tour operators and travel agencies must now comply with the EU’s new AI rules. Transparency requirements already apply, while rules on AI in recruitment will be tightened from the end of 2027. Swedish companies may also be covered – even though the legislation has not yet been incorporated into Swedish law.

Jan Henrik Ulvatne Jan Henrik Ulvatne

Published 17 August 2026 - 12:30 Modified 17 August 2026 - 17:31

Man gesturing while speaking in a modern hotel room, with a bed and city view behind him.

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Former Strawberry employee remanded in custody – admits multimillion embezzlement

A former employee of Petter A. Stordalen's Strawberry group has been remanded in custody on suspicion of aggravated embezzlement. The man, who is in his 30s, has admitted the offence and is said to have worked closely with Stordalen for an extended period.

Kock i vit skjorta och förkläde står framför hyllor och flaskor i en restaurang.

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Björn Frantzén to open Brasserie Astoria in Malmö

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Rolfs Flyg & Buss joins Denmark exodus

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EU AI Act comes into force – how it affects the travel industry

Gatukök med ångande mat, stekpannor och upplagda rätter på en livlig marknad.

SAS returns to India with direct route from Copenhagen

SAS resumes services to India after 17 years. On 1 October 2026, the airline will launch a year-round non-stop route between Copenhagen and Mumbai.

småbåtshamn med fritidsbåtar, hotell, berg och klippor vid en solig kust.

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War puts pressure on prices at holiday resorts in Turkey and Cyprus

Hotel prices at several major holiday resorts in the eastern Mediterranean have fallen as the war against Iran affects demand. At the same time, travellers are booking increasingly late.

A white seaside chapel framed by palm trees beside the blue Mediterranean in Cyprus.

Ving: Autumn travel to the Mediterranean up 41 per cent

Ving's sales of travel to the Mediterranean during October and November have increased by 41 per cent compared with the same period last year.

En passagerare sitter i en privat förstaklassvit ombord på ett flygplan.

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Air France sends its most luxurious cabin to San Francisco

Air France continues to raise the luxury stakes. San Francisco is now receiving the new version of La Première, the airline's finest cabin, which is now offered daily on one of the departures between Paris and California.

Vuxna och barn samlas kring en grill utanför en husvagn på en campingplats.

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First Camp: Chasing records with billion-krona debt

Everything is growing in First Camp's Q2: revenue, assets and equity. But so are debt, interest costs, goodwill and losses. It is an expansion driven by German motorhomes, global uncertainty and coolcations.

Närbild av en total solförmörkelse med en lysande korona mot en svart himmel.

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Clouds, festivities and traffic queues as darkness fell over Iceland

When the total solar eclipse swept over Iceland on Wednesday evening, tens of thousands of people gathered in the western parts of the country. The extensive preparations for the increased visitor pressure appear to have worked well – even if the weather was less cooperative.