Business Wire·Apr 14, 2026, 8:01 AM ET

Expedia Group Reveals 'The AI Trust Gap': Travelers Embrace AI for Planning but Rely on Trusted Brands to Book

Expedia Group released "The AI Trust Gap" report on April 14, 2026, based on a survey of over 5,700 adults in the U.S., U.K., & India.
68% of travelers prefer booking with trusted travel brands over AI chatbots & agents, despite AI use for planning.
53% of travelers are comfortable letting AI suggest travel options, while 48% say AI saves time & helps discovery.
Only 8% of U.S. & U.K. travelers currently rely on AI chatbots for planning, compared to 59% using search engines & 49% using online travel agencies.
66% of travelers would not trust an AI assistant to book anything, & only 8% feel comfortable booking through an AI platform.
Top concerns regarding AI transactions include loss of control (57%), data privacy (57%), & misuse of personal data (56%).
40% of travelers worry about poor customer service if issues arise after an AI-assisted purchase.
Expedia Group states the barrier to AI booking is trust rather than technology quality, emphasizing the need for accountability & human support.
The report suggests the industry must offer AI-powered discovery while maintaining trusted brands for transactions & support.