- AI guides travel but not bookings.
- 86 percent used AI for travel planning.
- Only 5 percent follow AI recommendations.
"AI is becoming an important part of travel discovery, but being recommended isn't the same as being chosen,” said Trish Nugent, Mower senior vice president and head of public relations and public affairs. “For marketers, that puts fresh pressure on the channels that can both help inform AI recommendations and help travelers validate them. Search, websites, reviews and social increasingly matter on both sides of the decision.”
Travelers often check AI recommendations through other sources, using it to explore and narrow down their options. They also turn to search engines, official websites and pricing platforms to verify information before booking. Nearly six in 10 search Google after receiving an AI recommendation, while about half visit an official website and 40 percent compare prices in multiple travel sites.
Trust also varies by the type of trip. Travelers are more willing to rely heavily on AI for a road trip, while fewer would do so for a luxury vacation costing $5,000 or more or for a honeymoon.
About 28 percent of respondents say they would be most likely to start planning their next leisure trip with an AI tool, compared with 30 percent who would start with Google search. But only 5 percent say they book exactly what an AI tool recommends.
Parents with children under 18 are among the more active AI users for travel planning. They are more likely to use AI to plan trips, compare destinations and explore interests such as family activities, food and outdoor experiences. They also tend to verify AI recommendations through official websites, price comparisons and other AI tools.
Travelers are more comfortable using AI to explore options than to make bookings. More than half have used AI to find restaurants, attractions or local experiences. But trust drops when it comes to booking flights and hotels.
A separate report by NYU Tisch Center, RateGain and HEDNA found that more than half of hotels use or are procuring generative AI.
