Travellers use AI to check room rates, not plan itineraries, study says
A study reported by Euronews on 19 October says travellers are using artificial intelligence to check room rates rather than to plan itineraries. Only 44% of travellers feel comfortable letting AI plan their holidays, according to the findings.
Travellers show greater acceptance of practical AI tools that save money or overcome language barriers. Personalisation has clearer support when based on preferences guests willingly share, highlighting the importance of choice and control over personal data.
The findings suggest hotels and travel platforms could prioritise rate monitoring, translation and optional personalisation. Whether travellers become more comfortable with AI planning entire holidays remains an open question.
Survey:
Mews polled 3,250 travellers across France, Germany, Italy, the Netherlands, Spain, Sweden, the UK and the US. Survey dates were not specified in the report.
19 October 2026:
Euronews published the findings.
Five-year outlook:
39% expressed optimism about AI’s future role, rising to 51% among Italian travellers.
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1. EuronewsView Original
