Question
Do travellers trust AI for travel information?
Short answer
They use it far more than they trust it. 6% of consumers fully trust AI, 42% always fact-check what it tells them, and 25% have received travel information from it that was outdated or wrong.
- Consumers who always fact-check AI outputs42%
Booking.com · April–May 2025 · Global (33 markets)
- Consumers who trust travel brands to use AI responsibly42%
Travelport · 2024 · Global
- North Americans who rarely or never trust AI-generated information32%
Booking.com · April–May 2025 · North America
- Travellers who received outdated or inaccurate AI travel information25%
Amadeus · 2025 · Global
- Consumers who fully trust AI6%
Booking.com · April–May 2025 · Global (33 markets)
Usage and trust have come apart, and the gap is not closing. In the same Booking.com survey of 37,325 people, 91% said they were excited about AI and 6% said they fully trusted it. Both numbers are real and they describe different things: appetite for the capability, and willingness to act on its output unverified.
The verification behaviour is the practical consequence. Seven in ten travellers check at least sometimes, four in ten always. That makes the AI answer the opening move in a research sequence rather than its conclusion — and it means a wrong answer about your property is likely to be found out.
Regional variation is large enough to change market strategy. 32% in North America and 29% in Europe and the Middle East — the report's own region, not Europe alone — rarely or never trust AI-generated information, against 15% in Latin America and 16% in Asia Pacific.
Why credible sources differ
Trust measures diverge by what they ask about. Travelport finds 42% trust travel brands to use AI responsibly — a question about institutions. Booking.com finds 6% fully trust AI — a question about the technology. Both are consistent: people trust the company more than the tool.