Travelers Still Prefer Human Advice Over AI, Study Finds
Despite technological advancements, a new report indicates travelers value personal recommendations and local insights from humans more than artificial intelligence.
In an era of rapid technological growth, travelers are increasingly prioritizing human interaction and advice over artificial intelligence when planning their trips, according to Hilton's 2027 Trends Report. The study found that jetsetters seek "first-hand recommendations and local insight" rather than relying solely on AI.
While AI tools can assist with booking and planning, the report highlights that genuine human experience and expertise remain highly valued. For instance, 70 percent of travelers trust hotel staff for recommendations on local attractions, restaurants, and hidden gems. This level of trust is not mirrored with AI, as only 22 percent of travelers feel confident enough to use AI for creating personalized itineraries, and even fewer, 20 percent, trust it for restaurant or bar suggestions.
"Concierge and team member recommendations aren't crowdsourced – they're shaped by years of local knowledge and an instinct for matching guests with experiences they'll genuinely enjoy," a Hilton representative stated, emphasizing that "travelers are still seeking a human touch."
The report also noted demographic and global variations in AI trust. Millennials are more inclined to trust AI recommendations compared to baby boomers, who still favor human expertise. Globally, Chinese travelers show a higher propensity to use AI tools for their trips, with 35 percent planning to do so, whereas in America, trust remains with hotel staff. Overall, family members are the most trusted source for travel advice, with 87 percent of respondents relying on them, particularly partners (51 percent).
These findings emerge amidst concerns about the negative impacts of AI in the travel sector, including the rise of scams. Fraudsters are reportedly using AI to analyze social media images, identify travelers' holiday locations, and then craft more convincing phishing attempts upon their return home. Scammers may send fake bank alerts referencing the exact location a traveler just visited, leveraging AI to make the fraudulent communication appear more authentic.
