Travellers ready to book travel through AI, but with guardrails: study

As generative artificial intelligence continues to reshape how people search for destinations and organize trips, a new frontier is taking shape: allowing AI not just to assist, but to act.

New research suggests that many travellers are ready to let AI handle the entire booking process on their behalf.

A recent online study conducted by travel marketing agency Dune7 in partnership with boutique research firm Flesh & Bone surveyed 1,000 U.S.-based adults who had flown within the past year.

The results reveal a strong appetite for AI-powered travel assistants that go beyond recommendations.

In fact, 71 per cent of respondents expressed interest in using an AI tool capable of searching, comparing, selecting, and booking travel based on personal preferences.

Until now, much of the industry’s focus has been on how generative AI enhances trip inspiration and itinerary building.

Open to it, but with conditions

The findings point to a clear openness among travellers, though not without reservations.

Interest in so-called “agentic AI”—systems that can take action independently—is highest for practical, time-consuming tasks.

About 66 per cent of respondents said they would use AI to book hotels, 65 per cent for flights, and 61 per cent for curated travel packages.

The appeal is largely driven by convenience: users expect AI to uncover better deals, reduce planning time, and respond quickly to disruptions such as delays or cancellations.

All about trust

Despite this enthusiasm, trust remains a significant hurdle.

Travellers cited several concerns, including the difficulty of correcting AI mistakes, uncertainty over accountability when issues arise, limited access to human support, and risks related to personal data privacy.

Adoption is not uniform across all groups. The study found particularly strong interest among Millennials, business travelers, frequent international flyers, and those already familiar with AI tools.

READ MORE: Gen Z is embracing AI, but doesn’t trust it to book their trips: survey

This suggests that individuals managing more complex or frequent travel arrangements may be the first to embrace fully automated booking.

"The market is not saying 'don't let AI book for me.' It is saying, 'let AI do the work — but inside rules I set, with approval rights, transparency, and a human fallback when it matters,’” said Tom Buckley, cofounder at Dune7, in a statement. “The brands that win will be the ones that combine automation with transparency, control, and trust."

Mixed messages

Research on this topic has yielded mixed results.

Last year, Contiki said Gen Z travellers were embracing AI for research, but would prioritize a human touch when it comes to actually booking a trip.

According to the tour operator’s 2025 "Voice of a Generation" survey, Gen Z will use AI for inspiration, such as finding local activities (57 per cent) or snagging travel discounts (63 per cent).

However, they are less comfortable handing over full control, with just eight per cent of respondents saying they’d let AI book their entire trip and 82 per cent admitting they hadn’t used AI for any part of their travel planning.

OpenAI is also reportedly scaling back plans to integrate direct bookings into ‌ChatGPT.

The AI company will instead focus on checkouts within specific third-party apps that plug into ChatGPT, according to a report in The Information.

Powered by Heart

Transat Distribution Canada (TDC) will lean into the theme of trust, and what it means in today's AI-driven world, at its Rendez-vous 2026 for travel advisors and agencies this fall.

This year’s event is called “Powered by [Heart]” (the official title uses a blue heart emoji).

TDC says that in an era defined by artificial intelligence, platforms, and automation, it wants to highlight a simple truth that makes all the difference: in travel, trust cannot be downloaded.

“It is built — by the people behind every project, every itinerary, and every challenge resolved along the way,” the company said. “Powered by [Heart] celebrates what truly drives the industry forward every day: expertise, listening, judgment, and empathy.”

“Technology — and especially AI — is a powerful ally. It helps travel professionals become more efficient, agile, and high-performing,” said Karine Gagnon, general manager of TDC, in a press release.

“But travel remains a fundamentally human experience. It is travel advisors who give it meaning, who ensure it aligns with their clients’ aspirations, and who inspire confidence at the moment of decision.”

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