The findings highlight growing confidence in AI for travel inspiration and personalization, while showing that trust remains essential for financial decisions.
AI Becomes a Popular Travel Planning Tool
The report found that 85% of U.S. travelers believe AI saves time and delivers more personalized travel recommendations.
Additionally, travelers use AI throughout their journeys:
- 74% use AI during trip planning.
- 53% rely on AI for travel inspiration.
- 49% use AI during trips for flight updates, navigation, weather, and local recommendations.
As a result, AI is becoming an important travel companion before and during a trip.
Travelers Still Want Control Over Bookings
Although many travelers appreciate AI recommendations, they remain cautious about letting AI complete financial transactions.
The study found that:
- 65% would like to book and pay through an AI assistant.
- Only 20% would allow AI to spend money within a preset budget without approval.
- 43% would allow spending only under specific conditions.
- 29% would not allow AI to make purchases on their behalf.
Therefore, travelers continue to prefer having the final say before completing bookings.
Personalization Drives AI Adoption
Personalized recommendations remain the biggest reason travelers use AI.
The most valuable AI features include:
- Local recommendations after arrival (55%)
- Budget-friendly travel suggestions (52%)
- Real-time rebooking during disruptions (49%)
Furthermore, 43% of travelers said AI has surprised them with excellent travel suggestions multiple times, while another 26% experienced this at least once.
However, 64% reported that AI often recommends familiar destinations instead of introducing new travel options.
Travelers Expect Free AI Services
Despite growing interest in AI, most travelers do not want to pay extra for it.
The report shows that:
- 50% believe AI assistance should come at no additional cost.
- Only 4% think AI services will become valuable enough to justify premium pricing.
Consequently, travel companies may need to include AI as a standard feature rather than a paid upgrade.
Trust Depends on Transparency
Travelers are willing to share personal information when they receive clear benefits.
They are most comfortable sharing:
- Travel preferences (63%)
- Budget preferences (58%)
- Previous booking history (48%)
In contrast, fewer travelers are willing to share:
- Payment information (21%)
- Identity details (19%)
Moreover, nearly 89% of travelers verify AI recommendations before booking. Specifically, 42% always check other travel websites, while 47% do so occasionally. Only 11% rely entirely on AI-generated advice.
Human Support Remains Essential
Although AI adoption continues to grow, travelers still prefer human assistance during complex situations.
When travel problems arise:
- 37% prefer phone support.
- 25% choose in-person assistance.
- Only 7% prefer AI chatbots.
Similarly, just 17% trust AI to plan an entire trip independently. Meanwhile, 51% prefer a combination of AI technology and human expertise.
The findings suggest that while AI will continue transforming travel planning, human guidance remains essential for building confidence and delivering the best customer experience.
