Artificial intelligence has moved from novelty to mainstream in travel planning, but its role remains that of a helpful assistant rather than a trusted authority. According to the latest Global Rescue Traveller Sentiment and Safety Survey, 51% of international travellers now expect to use AI in some capacity when organising trips — a sharp jump from 36% in March. The findings signal a rapid shift in behaviour across source markets, yet they also reveal persistent caution about AI-generated output.
AI as a planning tool, not a decision-maker
The survey, which polled travellers worldwide, found that 31% use AI to narrow down travel options, while 20% turn to it for inspiration. Non-US-based travellers are leading the inspiration trend, with 31% using AI for that purpose compared to 16% of US-based travellers. Conversely, US-based travellers are more likely to use AI as a decision-support tool — 32% do so versus 27% of their non-US counterparts.
Despite the uptick in usage, trust remains conditional. Nearly 60% of respondents said they only trust AI-generated information after verifying it through other sources, and just 6% mostly trust it without verification. Moreover, 27% of travellers have encountered incorrect or outdated AI-generated travel information, underscoring the need for cross-checking.
“Travellers are embracing AI as an assistant, not an authority,” said Dan Richards, CEO of The Global Rescue Companies. “AI can suggest destinations and compare itineraries, but the final decision remains with the traveller.”
The survey also found that 61% of travellers would not allow AI to automatically make travel-related decisions, preferring to retain control over their plans. This aligns with broader industry trends where AI tools are being integrated into booking platforms and itinerary planners, but human oversight remains critical.
For travel professionals, the implications are clear: AI can enhance efficiency in trip planning, but it cannot replace the nuanced advice of agents or the reliability of verified data. As airlines, hotel groups, and tour operators increasingly deploy AI-driven chatbots and recommendation engines, they must ensure transparency and accuracy to build lasting trust.
Destinations and suppliers looking to capitalise on this trend should consider how AI can complement their marketing efforts. For instance, Agoda's partnership with Kaohsiung to attract more international visitors demonstrates how tech platforms can drive demand, but the human touch remains essential for conversion.
Similarly, Tongcheng Travel's growth highlights the balance between digital tools and customer service in Asia's competitive market. And as UK travellers shift to off-peak trips due to cost pressures, AI can help identify value options, but travellers will still seek reassurance from trusted sources.
The Global Rescue survey, conducted among its member base, offers a snapshot of traveller sentiment that is increasingly relevant for industry stakeholders. With AI adoption rising, the challenge is not just to deploy the technology but to ensure it earns the conditional trust that travellers are willing to give.
