Expedia Group Reveals 'The AI Trust Gap' in Travel

Travelers embrace AI for planning but rely on trusted brands to book

Apr. 14, 2026 at 3:20pm

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An abstract, geometric illustration in the Art Deco style, featuring bold, sweeping shapes and gradients in shades of blue, gold, and gray, conveying the grand scale and romance of modern travel without any literal depictions.As AI transforms the travel planning experience, the industry must focus on building trust to convert digital inspiration into bookings.Seattle Today

Expedia Group's new report, 'The AI Trust Gap', reveals a growing disconnect between how travelers use AI chatbots and agents for trip planning and inspiration, versus where they ultimately book their travel. While AI is becoming a go-to tool for discovery, travelers still overwhelmingly rely on trusted travel brands for booking and support due to concerns over privacy, data misuse, and poor customer service.

Why it matters

This report highlights the challenges and opportunities for the travel industry as AI transforms the planning and booking experience. While travelers are open to using AI for discovery, the industry must focus on building trust through strong customer relationships, reliable support, and deep industry expertise to convert AI-driven inspiration into bookings.

The details

The survey of over 5,700 adults across the U.S., U.K., and India found that 53% are comfortable letting AI suggest travel options, 42% use or would use AI to monitor prices, and 40% use AI to help build itineraries. However, only 8% currently rely on AI chatbots and agents when planning a trip, compared to 59% who use search engines and 49% who use online travel agencies. When it comes to booking, the majority (68%) prefer to book with a trusted travel brand over AI chatbots and agents, and two-thirds (66%) say they would not trust an AI assistant to make a booking on their behalf.

  • The survey was conducted from March 10-25, 2026.

The players

Expedia Group

The global travel marketplace that connects travelers, partners, and advertisers through its trusted brands, leading technology, and rich first-party data.

Xavi Amatriain

Chief AI & Data Officer at Expedia Group.

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What they’re saying

“Travelers don't have a technology problem with AI. They have a trust problem.”

— Xavi Amatriain, Chief AI & Data Officer, Expedia Group

What’s next

The travel industry must focus on offering innovative, AI-powered experiences at every stage of the traveler journey, while also being the trusted place where travelers discover, book, manage, and complete their trips.

The takeaway

This report highlights the need for the travel industry to balance the adoption of AI technology with building strong customer trust and relationships. Travelers are open to using AI for discovery and planning, but ultimately want to book with brands they know and trust.