Despite the growing use of AI as a travel research tool, the majority of consumers still rely on travel professionals to book complex trips.
Speaking with Travel Daily, Adam Ewart, CEO of luggage shipping company Send My Bag, said that around 35% of travellers are now using AI to research holidays, yet only 8% actually use the tech to book.
“AI is brilliant at doing the homework, comparing destinations, suggesting itineraries and helping people
feel more organised before they leave,” Ewart said.
“But where things can come unstuck is if people treat it as the final authority rather than the first draft.
“That tells us people are not outsourcing their holidays to AI just yet, they are outsourcing the homework,” he added.
Ewart also said the reluctance to rely on AI in making the final call on bookings was driven by a need for travel planning to make high stakes decisions, identifying that only one in three trust AI with immigration advice.
“People instinctively know the difference between researching a holiday and relying on technology for something that could stop you boarding the plane,” he said.
“AI is great for helping you understand the process, but when it comes to crossing an international border, government websites should always be the source of truth.”
The more complex a trip gets, the more travellers turn to travel agents with first-hand experience. “Travel advisors know what questions to ask before you even realise you should be asking them,” Ewart said.
“AI can generate [options], but it doesn’t have years of experience dealing with airline disruptions, border issues or helping someone recover when plans fall apart.