Expedia Group Report Reveals Gap in AI Travel Booking

It’s becoming commonplace for travelers to use AI tools like ChatGPT to plan or research their next trips, and more and more travel brands are beginning to integrate AI into their offerings. However, a recent Expedia Group report reveals there’s a gap in travel-related AI usage.

Many travelers are open to using AI for researching a potential trip. The research found more than 50 percent of travelers are comfortable with AI suggesting travel options, and 40 percent use AI to help build itineraries.

However, when it comes to actually booking a trip, travelers are still wary of what AI can do. Nearly 70 percent of travelers said they prefer to book directly with a trusted travel brand, versus using AI booking tools. Two-thirds of travelers said they would not feel comfortable using an AI assistant to book travel on their behalf. Cited concerns included loss of control, lack of data and payment detail privacy, and misuse of personal data.

“Travelers don’t have a technology problem with AI. They have a trust problem,” explained Xavi Amatriain, chief AI and data officer, Expedia Group. “AI is already transforming how people plan, discover and experience travel. But travelers aren’t interested in booking a trip through an AI chatbot, and what’s holding them back isn’t model quality or features. It’s trust. Trust in travel isn’t built through technology alone. It’s built through real-world relationships and assets, strong customer support and decades of deep industry knowledge. That kind of foundation takes time to build.”