Artificial intelligence is gradually becoming a dominant feature of the travel experience. But a recent study by Expedia Group significantly challenges prevailing narratives. While travelers are increasingly using AI to plan their trips, they remain largely reluctant to entrust it with bookings. This key distinction is redefining the market dynamics.
Summary
A structuring paradox in the behavior of travelers
According to Expedia Group's press release published on April 14, 2026, a clear divide has emerged between usage and trust. The study, conducted with YouGov among more than 5,700 adults in the United States, the United Kingdom , and India, highlights a key point: AI is adopted for exploration, but not for payment.
In detail, usage patterns are progressing rapidly during the preparation phase:
53% of travelers say they are comfortable with AI-generated suggestions, 42% use them to track prices, and 40% to plan their itineraries. Nearly half of travelers (48%) also believe these tools save time and help them discover new destinations.
But when it comes to booking, behavior changes dramatically. 68% of travelers prefer to use a trusted brand, and only 8% say they are comfortable booking through an AI-based platform.
“Travelers don’t have a technological problem with AI. They have a trust problem,” summarizes Xavi Amatriain, Chief AI & Data Officer at Expedia Group.
AI is making its mark upstream, but failing to convert
What this study clearly shows is a two-stage structuring of the customer journey.
On the one hand, AI captures attention. It becomes a tool for inspiration, research and comparison. It simplifies access to information and allows for the rapid construction of a travel project.
On the other hand, the transaction remains dominated by traditional players. Search engines (59%) and online travel agencies (49%) continue to structure the booking phase.
The payment stage is where trust becomes paramount. 66% of travelers say they do not trust an AI assistant to make a booking on their behalf.
The obstacles to adoption are clearly identified
The study highlights very concrete concerns, which explain this resistance.
The main obstacles concern the loss of control (57%), the confidentiality of data and payments (57%), and the use of personal data (56%).
In addition, there are high expectations regarding customer service. 40% of travelers express concerns about the quality of support in case of a problem after a booking made via AI.
In other words, technology alone is not enough. Trust is based on broader elements: support, responsibility, and the ability to manage unforeseen events.
A clear competitive advantage for brands
In this context, tourism stakeholders retain a major advantage: trust.
Established brands benefit from legitimacy built over time, supported by infrastructure, customer service and in-depth industry knowledge.
As Expedia Group points out, the challenge is not technological but relational. Travelers expect guarantees, clear accountability, and a point of contact in case of problems.
It is precisely in this area that traditional platforms maintain a lead.
An increasingly fragmented customer journey
One of the major findings of this study is the increasing fragmentation of the booking process.
Travelers are now exploring their options on new channels: AI assistants, conversational search, social networks. But they finalize their purchases elsewhere, where trust is established.
This dissociation complicates distribution, but it also opens up new opportunities for professionals able to intervene at several stages of the process.
What are the implications for tourism professionals?
For agencies, tour operators and OTAs, the challenge is twofold.
The first step is to integrate AI into the early stages of the customer journey, in order to capture attention from the inspiration stage.
But above all, it is about strengthening the differentiating elements that remain crucial at the time of conversion: trust, quality of service and the ability to support the customer.
In this context, first-party data, customer relationship management, and support become strategic assets.
A transformation to watch closely
AI does not replace tourism professionals. It redefines their role.
It shifts value upstream in the journey, while reinforcing the importance of brands in the transaction phase.
For professionals, the priority is now clear: to be present throughout the entire journey, from inspiration to booking, by combining technological innovation and trust.
In short
- AI is emerging as a tool for inspiration and planning
- 68% of travellers prefer to book through a trusted brand
- Only 8% are comfortable with booking via AI
- The main obstacles concern trust, data and payment
- The customer journey is becoming more fragmented
- Trust remains the key asset for tourism stakeholders
Sources
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