Artificial intelligence has infiltrated nearly every sector, from healthcare and transport to banking and the arts. The travel industry is no exception: AI-powered overviews, chatbots, and even influencer content now shape how many of us research a trip. Yet a new survey suggests that while travellers are willing to embrace the technology, their appetite for it has clear limits.
According to a poll by Mews, a hospitality management platform used by hoteliers, just 44% of travellers across eight countries would trust AI to plan their entire itinerary. The survey, which questioned 3,250 tourists in France, Germany, Italy, the Netherlands, Spain, Sweden, the UK, and the US, reveals a more pragmatic attitude: people want AI to handle specific, practical tasks rather than take over the creative side of travel.
What travellers actually use AI for
The most popular uses are monitoring hotel rates, cited by 63% of respondents, and real-time translation, at 56%. These are tasks where AI’s speed and data-crunching abilities offer clear, immediate value. In contrast, the idea of an AI-generated holiday plan—one that might suggest restaurants, sights, and daily schedules—remains a step too far for many.
This preference for utility over creativity aligns with broader attitudes towards data. The survey found that travellers are far more comfortable with AI using their stated preferences (61%) and past stay history (56%) than with it mining their online behaviour (43%) or social media activity (34%). In an era of heightened privacy concerns, that gap is telling.
“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. Get that wrong and even good AI feels intrusive,” said Josef Starýchfojtů, Chief Product and Technology Officer at Mews.
Country-by-country differences
Attitudes towards AI in travel vary noticeably across Europe. Italian travellers are the most optimistic about AI’s role five years from now, with 51% expecting it to be a positive force, compared to a 39% average. Spain stands out for having the most positive overall attitude towards AI, at 58%. These national differences suggest that cultural context and familiarity with technology play a significant role in how quickly AI is embraced.
For the hospitality industry, the message is clear: AI should be deployed as a tool to enhance, not replace, the human touch. As luxury travel trends increasingly emphasise privacy and human expertise, hotels that use AI to personalise offers without overstepping boundaries are likely to win guest trust.
The findings also echo broader debates about AI’s role in society. While some worry about AI misuse, travellers seem to be taking a more measured, practical approach. They are happy to let algorithms track price fluctuations or break down language barriers, but they still want to be in the driver’s seat when it comes to the experience itself.
For the travel sector, the takeaway is that AI is best used as a behind-the-scenes assistant—one that can save time and money, but not one that tries to dictate the journey. As the industry evolves, finding that balance will be key to making AI feel like a helpful companion rather than an unwelcome intruder.
