ANTHONY TEE MOOI KWONGShida Irwana Omar0000-0001-7485-594XNur Aliah Mansor2024-12-272024-12-272024-08-149798369367551979836936757510.4018/979-8-3693-6755-1.ch006https://dspace-cris.utar.edu.my/handle/123456789/8773The hospitality and tourism industries are revolutionized by AI-powered personalization, enhancing guest experiences and boosting revenue. However, this advancement raises ethical concerns, notably around data privacy, transparency, guest consent, and potential algorithmic discrimination. This chapter discusses these issues, focusing on how algorithmic bias affects inclusivity in travel. It proposes mitigation strategies such as ethical frameworks, robust data security, and user control over personal information. Addressing bias through diverse datasets and human oversight is emphasized. The future of AI in hospitality requires balancing personalization with ethical considerations. Recommendations for stakeholders aim to ensure a responsible, sustainable future for AI-driven travel experiences.book-chapter