Artificial Intelligence is emerging as a major trend also in the travel industry, arousing enthusiasm thanks to its unexplored potential. Among its applications, sentiment analysis is presented as a tool that can help destinations and operators improve their services by analysing trends in social media conversations. However, this scenario raises relevant ethical questions, such as the possibility to mathematically quantify customer happiness in the tourism context. What are the risks involved? Can we talk about privacy risks or emotional manipulation? Through an in-depth critical analysis, and thanks to the participation of some start-ups specialised in the field, the panel will offer a comprehensive view of the opportunities, but also of the ethical challenges, related to the use of AI in the travel sector, thus promoting a reflection on possible guidelines for an ethically sustainable approach towards the future of the sector.