Travel Industry Sees Powerful Shift as Human Connection Beats Artificial Intelligence in Holiday Planning
Published
For travellers facing endless streams of information across websites, apps and digital platforms, a new survey suggests that personal expertise and human guidance remain the strongest solutions to travel decision fatigue. The research, commissioned by small-group adventure travel company Explore Worldwide, found that 78% of North American travellers are more likely to reserve a holiday when they know the itinerary has been created by experts with real destination experience. The findings highlight that many travellers still value advice from people who have personally explored a destination, with one participant summarising the growing limitations of artificial intelligence travel tools by saying, “Bots don’t actually travel.”
Although artificial intelligence is becoming a common tool in the travel planning process, many travellers remain uncertain about relying on AI for important holiday decisions. Among travellers aged over 50, including empty nesters who take at least one international journey each year, only 11% said they would feel highly confident using AI to select a destination and arrange a holiday. Another 29% said they would feel somewhat confident, while the majority remained doubtful.
Among those who lack confidence in AI travel planning, the main concerns include the possibility of receiving incorrect information, with 51% highlighting accuracy issues. A further 39% worry that AI-generated suggestions may be too general, while 38% believe digital tools cannot provide enough personalised advice based on individual preferences and needs.
Information Overload Is Changing the Way Travellers Plan Holidays
The survey also reveals that the excitement of planning a trip can often be reduced by the overwhelming amount of choices available online. While many travellers still experience positive emotions during their research journey, including excitement (55%), optimism (38%) and hopefulness (35%), a significant number struggle when comparing destinations, itineraries and travel options.
Around 42% of respondents said they find the process of comparing choices overwhelming. Without access to trusted guidance, 26% admitted they chose a more familiar destination simply because making too many decisions became stressful. The findings suggest that an excess of information does not always create better travel experiences and can sometimes prevent travellers from discovering new places.
For older generations of travellers, including Generation X, Baby Boomers and the Silent Generation, expert support appears to play an important role in building confidence. The survey found that 58% consider it extremely or very important that their itinerary has been created or reviewed by someone who has personally visited the destination. Only 4% said this factor was not important.
Real Experience Remains a Powerful Influence in Travel Decisions
The research shows that human expertise continues to hold strong value in an increasingly digital travel environment. Among respondents who had previously used professional holiday planning services, 92% said the experience was helpful, including 53% who described it as very helpful.
The results indicate that travellers are not only searching for information but also looking for reassurance, authenticity and recommendations based on real-world knowledge. While AI tools can assist with research and provide quick answers, many travellers continue to trust guidance from people who understand destinations through personal experience.
As travel choices continue to expand, the survey suggests that the future of holiday planning may depend on a balance between technology and human insight. Digital tools can simplify research, but expert advice and lived destination experience remain key factors helping travellers make confident decisions.
“The research shows us that people are seeking a balance between at-their-fingertips digital tools and trusted human expertise,” says Katy Rockett, Explore Worldwide’s Regional Director of North America. “With curation and personalization assistance from a trusted travel advisor, consumers have the confidence to go in new directions and experience more,” she says. “And with 61% of those surveyed emphasizing how immersive international travel makes them feel more connected to the world around them , Explore Worldwide remains committed to its human-centered approach, empowering travelers to explore with confidence and ensuring they don’t miss out on meaningful experiences because of overwhelming choice .”
Made by Humans
Explore Worldwide has introduced its new Made by Humans digital platform, created to showcase the real people, stories and expertise that shape every journey. The online hub allows travellers and travel advisors to discover the passionate individuals behind Explore’s adventures, including the experts whose personal experiences, destination knowledge and insights help create meaningful travel experiences.
Through authentic stories, recommendations and guidance from people who have explored destinations first-hand, the platform highlights Explore’s commitment to a more personal and human approach to travel. By combining local expertise, experienced tour leaders, dedicated support teams and socially connected small-group adventures, Explore continues to offer travellers a deeper connection with the places they visit in an increasingly AI-driven world.
