A new Expedia Group report exposes a widening disconnect in how travelers approach trip planning versus actually purchasing: While AI is rapidly becoming a discovery tool, the majority still overwhelmingly choose to book with established travel brands rather than AI chatbots and agents.
The survey of more than 5,700 adults across the U.S., U.K., and India shows travelers are embracing AI for certain parts of the journey:
- Half say AI saves them time discovering destinations
- 53% are comfortable letting AI suggest travel options
- 42% use or would use it to monitor prices.
But when it’s time to transact, the picture flips entirely:
- Only 8% of travelers currently rely on AI chatbots like ChatGPT or Gemini for planning
- 59% still use search engines
- 49% use online travel agencies.
At the booking stage, 68% prefer a trusted travel brand over AI options, and two-thirds said they wouldn’t trust an AI assistant to book anything on their behalf.
Travelers cite three main concerns about AI-driven transactions: loss of control (57%), data and payment privacy (57%), and misuse of personal data (56%). More than a third worry about customer service if something goes wrong after an AI purchase.
“Travelers don’t have a technology problem with AI. They have a trust problem,” Xavi Amatriain, Chief AI & Data Officer at Expedia Group, said in prepared remarks. “Trust in travel isn’t built through technology alone. It’s built through real-world relationships and assets, strong customer support, and decades of deep industry knowledge.”
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