Expedia Group has found that while travelers are increasingly adopting AI tools for trip planning, most remain hesitant to trust the technology with actual bookings. The company’s AI Trust Gap report, based on a survey of more than 5,700 adults across the U.S., U.K., and India, highlights a growing divide between AI-powered discovery and transaction behavior.
According to the report, more than half of respondents are comfortable using AI to suggest destinations, build itineraries, or track travel prices. Many see value in time savings and discovering new options. However, trust declines sharply when it comes to payments. Expedia said 68% of travelers prefer to book through established travel brands, while 66% would not trust AI to complete purchases on their behalf.
The hesitation reflects concerns around risk, accountability, and control. Travel purchases are often complex and high-stakes, involving multiple variables such as flights, accommodations, and customer support during disruptions. Respondents cited worries about data privacy, payment security, and uncertainty over who would resolve issues if something goes wrong.
The findings suggest that AI’s role in travel may remain focused on inspiration and planning rather than full automation of transactions. For the industry, this creates a hybrid model where AI tools guide discovery, but trusted platforms handle fulfillment.
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