Travelers embrace AI for discovery but rely on trusted brands to book
A growing trust gap is shaping how ai fits into the travel booking journey
A new report from Expedia Group highlights a clear divide between how travelers use AI and where they place their trust. While AI tools are increasingly used for inspiration, planning, and price tracking, most travelers still prefer established brands when it comes to booking. The research suggests that adoption is not limited by technology, but by confidence in AI handling transactions. As a result, traditional travel platforms continue to dominate the conversion stage.
Key takeaways
- Discovery vs. transaction split: Travelers активно use AI for trip discovery and planning, but revert to traditional channels when making bookings.
- Strong brand preference: 68% of travelers prefer booking through trusted travel brands rather than AI assistants or chatbots.
- Low AI booking adoption: Only a small minority currently rely on AI tools like ChatGPT or Google Gemini for travel planning or booking.
- Search and OTAs remain dominant: 59% of travelers still use search engines, while 49% rely on online travel agencies for booking decisions.
- Trust concerns limit adoption: Key barriers include fear of losing control, concerns about data privacy, and potential misuse of personal information.
- Post-booking uncertainty: More than a third of travelers worry about customer support if something goes wrong with an AI-made booking.
- Trust as competitive advantage: Established travel brands retain an edge due to their customer service, reliability, and long-standing industry presence.
Source: Expedia
Enjoying this analysis? Hospitality.today delivers daily insights on hotel distribution, AI trends, and travel commerce — straight to your inbox. Subscribe for free at Hospitality.today →