Only 8% Trust AI to Book Travel

Why It Matters

The low trust level signals a growth opportunity for travel firms to refine AI booking workflows, turning discovery tools into revenue‑generating channels as consumer confidence matures.

Key Takeaways

• Only 8% of travelers trust AI for booking decisions.
• AI is popular for travel discovery, not final purchase.
• Users want AI to present options with links and reviews.
• Comfort level rises when AI offers a single, confirmed itinerary.
• Adoption parallels early e‑commerce hesitation, suggesting gradual growth.

Summary

Expedia’s latest survey reveals that merely 8% of consumers feel comfortable letting artificial intelligence handle the actual purchase of travel tickets or accommodations. While AI tools are increasingly used to explore destinations, compare prices, and read reviews, the conversion from discovery to confirmed booking remains minimal. The data underscores a clear split: travelers rely on AI for inspiration but hesitate to hand over the final transaction. Respondents cited a desire for AI to surface vetted options, complete with direct links and user reviews, yet they stopped short of authorizing the system to complete the purchase without a final “okay.” One participant illustrated the sentiment, noting, “I’d feel comfortable if I can say this is what I want, here’s the restaurant, here’s the flight, go book it and just let me hit okay.” The same user experimented with Gemini, Claude and ChatGPT, observing that each platform presents recommendations differently, reinforcing the need for a unified, trustworthy booking experience. Analysts view this as the early‑stage hesitation reminiscent of the first wave of online shopping. For travel platforms, the challenge lies in bridging discovery and transaction by delivering a seamless, transparent AI‑driven checkout that earns consumer confidence, potentially unlocking a sizable new revenue stream.

Original Description

AI is changing how people plan trips, but not how they book them.

In this clip from Good Morning Hospitality, a Skift Podcast: Hotels Edition, Sarah Dandashy and Steve Turk break down new data from Expedia showing that only 8% of travelers trust AI to actually complete a booking.

While travelers are increasingly using AI for discovery and inspiration, most still prefer trusted brands when it comes time to pay highlighting a major gap between planning and purchasing.

AI is reshaping travel but trust still controls the transaction.