70% Use AI for Trip Ideas, But Only Half Trust It to Book
A new report reveals 71% of travellers use AI for trip ideas, but only 16% trust it to complete final bookings.
While artificial intelligence has become a staple for brainstorming holiday ideas, a significant gap remains between digital inspiration and financial commitment. According to a recent joint report titled "Winning Hearts in an Age of Infinite Travel Choices" by Skift Research and McKinsey & Company, a vast majority of travellers are happy to let AI do the heavy lifting during the research phase, but they are hesitant to hand over the keys when it comes to actual payments.
The findings suggest that while 71 per cent of travellers are comfortable using AI to generate initial travel concepts, that enthusiasm plummets when the technology moves from suggesting destinations to managing actual transactions. Only about half of the respondents are willing to let AI handle flight or hotel bookings or manage travel disruptions.
The Research vs. Reality Gap
The report highlights a clear distinction between AI as an advisor and AI as an agent. For many, the technology is an excellent tool for narrowing down options, but the final decision remains a human responsibility. Key statistics from the study include:
- 62 per cent of travellers believe AI tools make the planning process easier.
- 34 per cent of respondents already use AI heavily during the research stage.
- 74 per cent of travellers prefer to finalise their own bookings personally.
- 16 per cent is the small fraction of people who actually use an AI tool to complete a booking.
In contrast to AI-driven transactions, traditional methods still dominate the landscape. Roughly 43 per cent of travellers book directly through airline or hotel websites, while 42 per cent rely on online travel agencies (OTAs).
The Anxiety of the "Click"
The hesitation isn't necessarily about the technology's ability to function, but rather the emotional weight of making a mistake. The report notes that 52 per cent of travellers experience anxiety regarding the possibility of making incorrect booking decisions. This emotional uncertainty is a major hurdle for widespread AI adoption in the travel sector.
Trust is the deciding factor at the checkout counter. Nearly half of the respondents (49 per cent) cited supplier trust as their primary reason for booking directly with a provider rather than through an intermediary or an automated tool.
The Road to Consumer Confidence
Industry experts believe this reluctance is a phase rather than a permanent state. Pat Nestor from Hyatt compared the current apprehension to the early days of online credit card transactions, noting that while people were once terrified of paying online, it is now a seamless part of life. He anticipates that consumers will eventually become more comfortable with "agentic-led" transactions.
However, for AI to bridge this trust gap, it must evolve. The report suggests several requirements for travellers to feel secure:
- Review Capabilities: 52 per cent want the ability to review and modify every detail before a final confirmation is made.
- Data Accuracy: 30 per cent demand accurate records of the recommendations provided.
- Human Safety Nets: 20 per cent insist on having access to human intervention if something goes wrong.
The Personalization Problem
One of the biggest hurdles for AI in travel is its lack of deep, personal knowledge. Evan Konwiser of Amex GBT pointed out that most current AI tools only operate on "basic stuff," such as family size or general interests. Unlike a seasoned human travel agent, most AI systems do not yet truly "know" the traveller.
"AI is only as personalised as the information you give it," Konwiser remarked. He suggested that the real breakthrough will come when AI functions as a true personal assistant—one that learns from past trips, understands specific preferences, and remembers what worked and what didn't in previous journeys.