AI as travel inspiration, not final authority
Why travelers respond better when artificial intelligence sparks ideas rather than makes decisions
Artificial intelligence tools such as ChatGPT are reshaping how travellers begin planning their trips. Research shows that while AI excels at generating fast, personalised suggestions, satisfaction declines when it takes on the role of narrowing choices or making final recommendations. Travelers are more comfortable using AI as a source of inspiration rather than as a decisive authority. The findings highlight the importance of keeping humans actively involved in the final stages of travel decision-making.
Key takeaways
- Strong at inspiration: AI performs best when generating an initial pool of destinations, activities, or itineraries that spark ideas and exploration.
- Weaker at final selection: Satisfaction and visit intention decrease when AI independently narrows options, as travellers may question what was excluded.
- Trust gap in emotional decisions: Trip planning involves intuition and personal preference, areas where travellers may perceive AI as lacking empathy or nuance.
- Choice overload still matters: While too many options can overwhelm travelers, AI-driven reduction does not automatically improve decision quality.
- User participation increases confidence: Travelers report higher satisfaction when they personally refine recommendations rather than relying solely on AI filtering.
- Strategic implication for travel brands: Companies should position AI as a co-creator of ideas, encouraging travelers to make the final decisions themselves to strengthen engagement and trust.
Source: Journal of Travel Research
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