AI Gains Ground in Travel Planning, But Trust Issues Limit Booking Adoption

Expedia Group’s latest survey reveals that while travelers are increasingly using AI tools for trip planning and discovery, most still prefer to book with established travel brands due to concerns about trust, privacy, and customer support.

Survey Overview and Key Findings

Expedia Group has published a new report titled “The AI Trust Gap,” which examines how travelers are integrating artificial intelligence (AI) into their travel planning and booking processes. The research, conducted by YouGov for Expedia Group, surveyed over 5,700 adults in the United States, United Kingdom, and India between March 10 and March 25, 2026. The findings highlight a significant divide: while AI is becoming a popular tool for trip planning, travelers remain hesitant to use it for booking, preferring established travel brands instead.

AI Adoption in Travel Planning

The survey shows that a majority of travelers are open to using AI for the early stages of their travel journey. Specifically, 53% of respondents are comfortable allowing AI to suggest travel options, 42% use or would use AI to monitor prices, and 40% use AI to help build itineraries. Nearly half (48%) say that AI saves them time and helps them discover destinations they might not have found otherwise.

Despite this openness, traditional planning tools still dominate. Only 8% of travelers in the U.S. and U.K. currently rely on AI chatbots or agents, such as ChatGPT or Gemini, for planning. In contrast, 59% use search engines and 49% use online travel agencies for trip planning.

Booking Preferences and Trust Issues

The report identifies a clear “AI Trust Gap” in booking travel. While travelers are willing to use AI for planning, most are not comfortable completing transactions through AI platforms. According to the survey, 68% of respondents prefer to book with a trusted travel brand rather than an AI chatbot or agent, even when AI booking options are available. Additionally, 66% say they would not trust an AI assistant to make purchases or bookings on their behalf, and only 8% feel comfortable booking through an AI platform.

The main concerns cited by travelers regarding AI-driven transactions include loss of control (57%), privacy of data and payment details (57%), and potential misuse of personal data (56%).

Expectations for Accountability and Support

The travel sector is considered high-stakes, and the importance of trust is amplified when issues arise. More than a third (40%) of survey participants expressed concern about poor customer service if something goes wrong after an AI has made a purchase. This highlights the expectation for reliable support and accountability, which travelers associate more with established brands than with AI platforms.

Industry Implications

The findings present both challenges and opportunities for the travel industry. While travelers are increasingly turning to AI assistants, conversational search, and social platforms for planning, they continue to book and manage their trips with brands they trust. This fragmentation complicates the travel distribution landscape, making it more important for companies to offer seamless experiences across the entire travel journey.

The report suggests that the opportunity for travel companies lies in providing innovative, AI-powered experiences while maintaining the trust and support that travelers expect. Building this trust requires more than technological advancements; it depends on strong customer relationships, reliable support, and established industry expertise.

Methodology

The AI Trust Gap research was commissioned by Expedia Group and conducted by YouGov. The survey included responses from over 5,700 adults in the U.S., U.K., and India. It explored attitudes toward AI in travel planning, booking, and in-trip support, as well as concerns about trust, privacy, and customer service.