Travelers Still Don’t Trust AI to Book Trips

Why It Matters

Traveler reluctance limits AI’s revenue potential, hotel owners face mounting financial pressure, and a United‑American merger could fundamentally reshape U.S. airline competition and market structure.

Key Takeaways

• Only 8% of travelers trust AI to complete bookings.
• Privacy and support concerns drive AI booking reluctance.
• Hotel owners face squeezed margins while brands reap asset‑light profits.
• Franchise royalties on gross revenue hurt owners during cost spikes.
• United’s potential merger with American could reshape U.S. airline landscape.

Summary

The Skiff daily briefing highlighted three stories: travelers’ distrust of AI for booking, the growing strain on independent hotel owners under franchise models, and United Airlines’ exploratory merger with American Airlines.

Expedia’s Yuggov survey shows AI is popular for trip inspiration but only 8% feel comfortable letting it handle the checkout, with two‑thirds citing loss of control, data‑privacy worries and fear of inadequate post‑purchase support. Meanwhile, hotel franchise fees are calculated on gross room revenue, meaning owners absorb margin pressure from higher interest rates, inflation‑driven costs and lower demand, while brand licensors continue to earn robust royalties. United’s CEO Scott Kirby has reportedly floated a merger to officials, a deal that would create the nation’s largest carrier.

“I doubt I’d get adequate customer service if AI booked it and something broke,” a survey respondent said, underscoring the service‑trust gap. Skiff’s reporting notes that owners are burdened by royalty structures that don’t adjust for profitability, and Bloomberg’s summary points to antitrust hurdles that any United‑American tie‑up would face.

The findings suggest AI will dominate travel discovery but must overcome trust barriers before capturing checkout revenue, while the franchise model’s asset‑light success may further marginalize property owners, prompting potential consolidation or regulatory scrutiny. A United‑American merger would reshape hub dynamics and competition, influencing fares, routes and investor strategies across the aviation sector.

Original Description

Travelers are using AI to plan trips but stopping short of letting it book, hotel owners are getting squeezed while brands post record profits, and a potential United and American merger could reshape the airline industry.

On today’s Skift Daily Briefing, Sarah Dandashy breaks down why AI still has a trust gap at checkout, how the hotel business model is creating tension between brands and owners, and why even talk of a merger between United Airlines and American Airlines is a major signal for the future of aviation.

This episode is presented by Lodgify.

Articles:

Honorable Mention: AskAConcierge

https://skift.com/2026/04/14/expedia-ai-survey-travel-discovery-booking-8-percent/

https://skift.com/2026/04/13/the-squeeze-inside-the-crisis-crushing-americas-hotel-owners/

https://skift.com/2026/04/13/united-airlines-floated-possible-merger-with-rival-american-report/

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