United States AI Travel Trust Gap Reveals What Modern Travellers Really Want from Expedia and the Future of Trip Planning

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In the age of digital nomads and seamless travel experiences, artificial intelligence (AI) promises to make researching and booking trips easier than ever. But new data from Expedia Group’s AI Trust Gap study shows that while travellers across the United States, United Kingdom and India increasingly use AI, they still prefer traditional planning tools when it comes to purchasing travel services. This striking insight reveals a tension between technological innovation and consumer trust that will shape how we explore the world.

The Numbers Tell a Clear Story About AI and Trip Planning

According to the survey of more than 5,700 adults in key markets, only a small minority (8%) currently trust AI to book travel, while 59% still rely on search engines for planning. However, when it comes to early stages of discovery, travellers are warming up to AI: 39% use AI to research and plan trips, showing that this technology is influencing travel behaviour even if it hasn’t yet taken over booking. More than half of respondents said they are comfortable letting AI suggest travel options, monitor prices and build itineraries—but still want control over the final decision.

Trust Is the Biggest Hurdle for AI in Travel

Even as AI tools become more sophisticated, travellers are hesitant to hand over the reins. In the survey, 68% said they trust established travel brands over AI chatbots, and 66% would not use AI to book their travel outright. This scepticism is about more than unfamiliar technology—it’s deeply rooted in fear of loss of control and data privacy concerns. More than half of respondents cited worries about their personal information being misused, highlighting that the trust gap is as much about privacy as it is about AI decision‑making.

Why Trust Matters More Than Technology Alone

“Travelers don’t have a technology problem with AI,” said Xavi Amatriain, Chief AI and Data Officer at Expedia Group. “They have a trust problem.” His assessment reflects a broader industry perspective that innovation must be paired with confidence‑building measures such as transparency, accountability and human support options. This reveals a key truth about travel: no matter how seamless an AI tool might be, travellers still crave assurance that their trip plans are safe and flexible.

Dune7 Study Echoes Consumer Anxiety

Supporting Expedia’s findings, a separate survey by marketing agency Dune7 also highlights trust as the biggest barrier to AI adoption in travel planning. Respondents voiced concerns about irreversible AI errors, lack of accountability, and the disappearance of human support when things go wrong. This reinforces a recurring theme in travel: technology is most welcome when it saves time and enhances choice — but not when it takes decisions out of travellers’ hands completely.

What This Means for Travel Brands and Travel Planning Tools

The research paints a sophisticated picture of the modern traveller: they are tech‑savvy, time‑pressed and open to automation, but also demand transparency and human fallback options. Tools that simply generate recommendations won’t be enough; today’s travellers want to control how AI influences their trip planning and booking. They are comfortable using AI for price monitoring and itinerary suggestions but reserve final booking actions for trusted travel brands with strong reputations.

Human Expertise Still Matters Even in AI‑Driven Travel

This blend of AI and human trust reminds us why travel agents and trusted travel brands still have a place in the digital era. While AI can dramatically reduce time spent comparing flights, hotels and experiences, travellers are reluctant to let a bot handle money, personal data and key decisions without human reassurance and clarity. Travel professionals who integrate AI as an assistant rather than a replacement are more likely to win traveller confidence.

Cultural Differences Shape AI Adoption in Travel

Across the U.K., U.S. and India, savvy travellers demonstrate varying levels of comfort with AI. While younger demographics tend to feel more comfortable exploring AI tools for discovery and inspiration, older travellers still lean heavily on traditional methods because they equate human interaction with reliability and accountability. This highlights why travel brands must tailor AI experiences to diverse cultural expectations rather than assume a one‑size‑fits‑all approach.

The Future of AI in Travel: Collaboration Not Replacement

The ongoing shift in travel technologies shows AI has a critical role to play — but the future is likely to be hybrid. AI will increasingly drive personalised recommendations, smart price alerts and initial trip inspiration, while trusted human touchpoints ensure travellers feel secure about their bookings. This hybrid model addresses travellers’ desire for both efficiency and control, and it may prove the most sustainable path forward for travel planning.

What Travellers Should Expect Next

As AI tools become more integrated into travel planning platforms, travellers can expect better recommendations tailored to their needs, smarter pricing insights, and more intuitive trip research tools that reduce complexity. But until concerns around transparency, control and privacy are fully addressed — through clear communication and optional human backup — AI is likely to remain a powerful assistant rather than a fully autonomous travel agent.