Startups are leveraging Artificial Intelligence (AI) to address longstanding challenges, improve operational efficiency, and create more sustainable and high-quality tourism models. In the 8th cycle of the Capsule T Accelerator run by the Hellenic Chamber of Hotels, emerging companies are presenting solutions that cover the entire tourism value chain—from personalized traveler navigation to accommodation safety and human resource management.
The startup Ask Navina is developing an AI travel co-pilot that guides visitors in real time, adapting itineraries based on preferences, conditions, and unforeseen factors such as weather or local events. According to co-founder Elina Argyri, the goal is to save time, reduce congestion at popular sites, and enhance the overall experience, without confining travelers to static recommendations.
Similarly, Discoverly seeks to reduce the “digital clutter” in activity searches. Its AI assistant aggregates and filters options for events, gastronomy, and experiences tailored to each user’s profile, while simultaneously promoting local businesses and initiatives.
At the core of hotel operations, Plana focuses on workforce management, automating shift scheduling according to both business needs and employee preferences, in compliance with regulatory frameworks. The platform significantly reduces administrative burden, enhancing workforce utilization. Meanwhile, New Generation Hotelier invests in robotic and digital reception solutions. AI assistants Grace and Kleio handle check-in, check-out, and service bookings, freeing staff to focus on human interaction—a critical component of hospitality quality.
In the communications domain, Ask Hermis unifies all channels (WhatsApp, email, social media) into a single platform, acting as a 24/7 AI concierge. This results in faster service, better understanding of customer needs, and increased revenue through targeted campaigns.
Luxury Experiences and Marine Tourism
In the yacht charter sector, Sail-e connects hotels and boat owners via AI, facilitating personalized marine tourism experiences. The platform maps demand and preferences, providing data to improve services, with operations already established in Greece and the Caribbean. Tundra focuses on monitoring spaces without infringing on personal privacy. By analyzing environmental data (temperature, noise, air quality), it allows owners to detect issues or violations early, protecting both property and guest experience.
AI and Destination Management
Beyond the business level, AI is emerging as a critical tool for sustainable destination management. As noted by Capsule T director Katerina Saridaki, the combination of AI and geospatial data enables real-time visitor flow management, congestion reduction in peak areas, and the promotion of lesser-known points of interest. The data is transformed into actionable insights for municipalities, authorities, and businesses, supporting strategic planning, infrastructure, and sustainable development policies.
The 8th cycle of the Capsule T Accelerator, which began in September 2025 and concludes in February 2026, clearly demonstrates that AI is no longer an experimental tool but a key driver of competitiveness for Greek tourism—with significant investment and knowledge-export potential.