AI Guides Most U.S. Travelers, Booking Trust Lags
New Amadeus research shows that while 74% of U.S. travelers have turned to artificial intelligence during the planning phase, confidence drops sharply when the technology is asked to handle payments or final bookings.
AI tools are widely used for ideas and real‑time help
The survey, conducted by Tailored Horizons, found that 85% of respondents believe AI saves time and offers more personalized suggestions. Three‑quarters reported using AI to select hotels, routes or ground transport, and 53% said they rely on the technology for travel inspiration. During trips, 49% turn to AI for updates on flights, weather and nearby attractions.
Personalization appears to be the main driver. They rated local guidance after arrival (55%), budget‑aware tips (52%) and the ability to rebook on short notice (nearly half) as the most useful features.
Despite these benefits, the willingness to let an AI assistant spend money on their behalf is limited. While 65% expressed interest in completing a booking within an AI interface, only 20% would allow the tool to make purchases within a preset budget without extra approval. A larger segment, 43%, would consent only under specific conditions, and 29% would not permit it at all.
Trust hinges on control and data use
Respondents indicated that transparency and control are essential. More than half are comfortable sharing travel preferences (63%) and budget limits (58%) to improve suggestions, but fewer are willing to provide payment details (21%) or identity information (19%). When it comes to data exchange, the most valued benefits are better pricing, time savings in search or booking, and enhanced recommendations.
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Nearly nine in ten travelers verify AI‑generated advice before finalizing a reservation. Forty‑two percent always check other travel sites, and 47% do so occasionally. Only 11% rely exclusively on AI recommendations.
Human assistance remains the fallback when problems arise. Phone support (37%) and in‑person help (25%) are preferred over chatbots (7%). Likewise, 51% of respondents want a mix of AI and human expertise for trip planning, while just 17% would trust an AI assistant alone.
Trust remains essential.
Rajiv Rajian, EVP and Chief Commercial Officer, Americas, at Amadeus, said, “Travelers are increasingly turning to AI for inspiration, personalization, and real‑time support. Trust remains essential to that journey. AI can help simplify choices and make travel planning more relevant, but travelers still want confidence, reassurance, and ultimately the final say when it comes to making important travel decisions.”
Half of U.S. travelers expect AI assistance to be offered at no extra charge, and only 4% believe the service will ever justify a premium price. The findings underline a clear expectation: AI should augment, not replace, human judgment, especially where money and personal data are involved.
