- U.S. travelers seek clarity in booking.
- AI trusted more for research than booking.
- Price transparency, simplicity still priorities.
U.S. TRAVELERS WANT clearer pricing, fewer choices and greater confidence when booking trips, according to Travelport. Consumers also expect relevant recommendations based on natural-language requests.
Travelport’s “Traveler Confidence Survey”, conducted by Dynata, found a gap between consumers’ interest in AI and their willingness to use it for final bookings. Nearly half abandoned a booking because the process was too complicated or time-consuming, while concerns over prices, booking errors and too many options limit AI use for final reservations.
“The travel industry is entering a new era where travelers can describe exactly what they want in natural language and expect relevant recommendations,” said Andrew Jordan, Travelport chief product and technology officer. “But inspiration alone is not enough — travelers also need certainty that the options they see are accurate, transparent and bookable. Our research shows that consumers are open to AI, but they want it to reduce complexity rather than introduce more of it. By connecting AI to trusted travel content and intelligent infrastructure, the industry can turn an overwhelming amount of information into clearer, more confident decisions.”
About 46 percent of U.S. consumers abandoned a booking because it was too complicated or time-consuming, the report said. Meanwhile, 38 percent said fewer options would improve their flight booking experience.
Overall, 69 percent said online travel options overwhelmed them at least sometimes, including 36 percent who felt overwhelmed always or often.
The growth of airline offers and digital booking channels has made travel decisions more complex, Travelport said. Consumers increasingly value a simpler path from travel inspiration to booking.
AI confidence gap
Consumers see value in AI for travel but are more confident using it for research than booking. About 53 percent said they would trust an AI tool or agent to recommend the best flight, while 47 percent said they would not.
At the same time, about 72 percent said AI-powered travel booking caused stress or anxiety. Concerns included prices, incorrect dates or destinations and too many options.
Among consumers using AI for travel, 32 percent used it to research prices and options, while only 8 percent used it to complete bookings.
The findings show a gap between consumers’ use of AI for research and bookings. Travelport said AI tools need accurate travel content and infrastructure to turn traveler intent into bookable options.
Consumer expectations will shape the next phase of travel technology, Travelport said. The company is developing infrastructure to organise travel content and support AI-powered booking decisions.
Pricing remains a priority
Price transparency and simplicity remain priorities for U.S. travelers. Clearer pricing was the improvement most sought by respondents. Among consumers who ranked clearer pricing among their top three improvements, 61 percent named it their top priority. Meanwhile, 32 percent said add-ons and fees were the most frustrating part of booking.
Comparing fares and offers was the next concern, cited by 25 percent. Another 21 percent found it most frustrating to understand what was included in the price.
Travelport said travelers expect clear pricing, simple choices and confidence in their selected option, whether booking through AI, an online travel agency or a travel advisor.
Brands that provide this certainty could convert more interest into bookings.
Travelport commissioned Dynata to conduct the survey in late June 2026. It surveyed 1,000 U.S. consumers aged 18 and older on their travel booking preferences.
A recent Amadeus report found that 74 percent of U.S. travelers use artificial intelligence to plan trips. AI use is growing across travel, but trust declines when it moves from recommendations to booking decisions.
