Expedia Report Reveals 53% Use AI for Planning, 68% Prefer Trusted Brands to Book
Expedia Group’s survey of over 5,700 travelers across the U.S., U.K., and India finds 53% are comfortable with AI suggesting travel options and 48% say AI saves time and uncovers new destinations. However, 68% still prefer booking with trusted travel brands, citing control loss and data privacy concerns.
1. Survey Scope and Key Findings
Expedia Group surveyed more than 5,700 adults in the U.S., U.K. and India, revealing that 53% are comfortable letting AI suggest travel options, 42% use AI for price monitoring and 40% for itinerary building. Nearly half (48%) say AI saves them time and uncovers destinations they wouldn’t have found otherwise.
2. Booking Stage Trust Gap
Despite growing AI adoption in discovery, 68% of respondents still prefer booking with established travel brands rather than AI tools, while 66% distrust AI to complete transactions and only 8% feel comfortable booking via an AI platform. Key concerns include potential loss of control (57%), data and payment privacy (57%) and misuse of personal data (56%).
3. Opportunities and Challenges for Expedia
The findings highlight a fragmented travel journey where AI spurs discovery but trusted brands dominate transactions. Expedia faces the challenge of integrating innovative AI experiences at each stage while leveraging its established brand, customer support and first-party data to reinforce traveler trust and capture bookings.