Is the era of travel influencers over? New research shows artificial intelligence is now more trusted than social media influencers with one in two Australians (50%) using AI in travel planning and destination research.
The Booking.com Global AI Sentiment Report found a growing reliance on AI for travel planning and research, albeit with a mix of enthusiasm and concern.
AI assistants are now more trusted (15%) when planning travel than colleagues (11%) or influencers (9%).
During travel, AI tools are mostly used for in-destination activity suggestions (38%), translation capabilities (36%), restaurant recommendations (35%) and navigating (34%).
The majority (78%) of Australians say they are excited about AI with 70 per cent familiar with the technology.
However, almost all Australians (92%) have at least one concern about its implications and would not rely entirely on AI recommendations.
Globally, while 77 per cent have at least some trust in AI, only 36 per cent of Aussies feel the same, saying they rarely or never trust information generated by AI.
Just four per cent of Aussies fully trust AI and only seven per cent are comfortable with AI making decisions independently.
Booking.com Regional Manager Oceania Todd Lacey said AI offers new avenues for travel professionals to service clients, helping them spend less time planning and more time exploring, without removing the human touch.
“AI is rapidly reshaping how we plan and experience our lives, from booking a trip to streamlining everyday routines,” he said.
“The greatest opportunity lies in positioning AI as a supportive tool that enhances, rather than replaces, human judgement.
“For businesses, it’s opening powerful new ways to anticipate and respond to customer needs.
“Building trust, being transparent and prioritising safety are core to how we move forward, ensuring every advancement keeps travellers at the centre,” he said.
Read the full report here.
