Destination (Un)Known: Auditing Bias and Fairness in LLM-Based Travel Recommendations

Abstract

Large language-model chatbots such as ChatGPT and DeepSeek are quickly gaining traction as an easy, first-stop tool for trip planning because they offer instant, conversational advice that once required sifting through multiple websites or guidebooks. Yet little is known about the biases that shape the destination suggestions these systems provide. This study conducts a controlled, persona-based audit of the two models, generating 6480 recommendations for 216 traveller profiles that vary by origin country, age, gender identity and trip theme. Six observable bias families (popularity, geographic, cultural, stereotype, demographic and reinforcement) are quantified using tourism rankings, Hofstede scores, a 150-term cliché lexicon and information-theoretic distance measures. Findings reveal measurable bias in every bias category. DeepSeek is more likely than ChatGPT to suggest off-list cities and recommends domestic travel more often, while both models still favour mainstream destinations. DeepSeek also points users toward culturally more distant destinations on all six Hofstede dimensions and employs a denser, superlative-heavy cliché register; ChatGPT shows wider lexical variety but remains strongly promotional. Demographic analysis uncovers moderate gender gaps and extreme divergence for non-binary personas, tempered by a “protective” tendency to guide non-binary travellers toward countries with higher LGBTQI acceptance. Reinforcement bias is minimal, with over 90 percent of follow-up suggestions being novel in both systems. These results confirm that unconstrained LLMs are not neutral filters but active amplifiers of structural imbalances. The paper proposes a public-interest re-ranking layer, hosted by a body such as UN Tourism, that balances exposure fairness, seasonality smoothing, low-carbon routing, cultural congruence, safety safeguards and stereotype penalties, transforming conversational AI from an opaque gatekeeper into a sustainability-oriented travel recommendation tool.