Travelers are increasingly comfortable delegating routine tasks to artificial intelligence, but they draw the line when it comes to personal trip planning, according to a new survey from Mews, the hospitality operating system. The research, which polled 3,250 travelers across eight countries, found that 63% would use AI to monitor hotel room rate drops, while 56% would rely on it for real-time translation. Yet only 44% are comfortable with AI planning their itinerary, and just 41% would allow it to personalize their room.
Chores vs. choices: where AI fits
The survey underscores a clear distinction between tasks perceived as administrative chores and those seen as personal choices. Travelers are happy to let AI handle price tracking and translation—functions that save time and reduce friction—but they are more hesitant to cede control over the creative and emotional aspects of travel, such as crafting an itinerary or tailoring a room to their tastes.
Josef Starýchfojtů, Chief Product and Technology Officer at Mews, noted: "Guests have told us where AI helps and where it doesn't. Having clever technology is great, but firstly we should know whether guests want a task done for them or want to be part of it."
This sentiment aligns with broader industry trends. For instance, Amadeus research indicates AI augments rather than replaces travel agents, suggesting that human expertise remains vital for complex planning. Similarly, the Mews data suggests that hoteliers should deploy AI for operational efficiency while preserving human interaction for guest experience.
Data transparency and regional differences
The survey also reveals that travelers are more comfortable with AI using data they have knowingly shared, such as preferences (61%) and past stay history (56%), rather than data collected about them, like online behavior (43%). This preference is particularly strong in the US, where 63% are happy for AI to use their past stay history. Spain stands out for its emphasis on data transparency, with 72% more willing to use AI-enabled services if they have control over their data.
These findings carry implications for hoteliers and travel technology vendors. As Shanghai's luxury hotel rates climb and demand for personalized experiences grows, the ability to leverage AI responsibly will become a competitive differentiator. However, the survey warns against over-automation. "The key is to use AI for the mundane, so staff can focus on the memorable," Starýchfojtů added.
The survey, conducted in July 2026, covered travelers from France, Germany, Italy, the Netherlands, Spain, Sweden, the UK, and the US. It underscores the importance for hoteliers to balance automation with personal touches, ensuring AI handles administrative tasks whilst human interaction enhances guest experiences.
For travel agents and tour operators, the data offers a roadmap: use AI to streamline booking and rate monitoring, but keep the human element for itinerary design and personalized recommendations. As Walk Japan's curated itineraries demonstrate, there is still strong demand for human-crafted travel experiences.
Ultimately, the Mews survey reinforces that AI is a tool, not a replacement. Travelers want the convenience of automated price alerts and instant translations, but they still value the human touch when it comes to the art of travel.
