AI in Travel Grows, but Human Touch Still Matters, Study Finds

As AI and large language models (LLMs) become more integrated into travel planning, a new report emphasizes that human interaction remains a crucial part of the experience. According to BCG’s recent study, while countries like China (65%), India (59%), Vietnam (51%), and Indonesia (58%) lead in AI-powered travel tool usage, they also report the highest demand for human engagement in planning.

The key to success, the report notes, lies in platforms that smartly blend AI efficiency with personalization, cultural relevance, and hybrid support systems. This balance is especially vital as “agentic AI” continues to evolve, helping travelers move from discovery to bookings faster.

Phocuswright’s senior research manager Mike Coletta echoed these insights, pointing to the APAC region as a clear example of travelers valuing both tech and human input. Phocuswright’s own research shows that generative AI is gaining traction, particularly among leisure travelers in the U.S., U.K., France, and Germany, though trust remains an issue—only about one-third fully trust AI-generated responses.

Despite this, a growing share of travelers expect travel sites to offer generative AI chat, and many are open to booking directly through these tools. BCG cautions that generative AI could disrupt traditional travel aggregators by guiding users to offers without third-party platforms.

To stay competitive, companies should invest in AI chatbots that drive bookings on both websites and social media. The report also highlights innovations in destination marketing, such as Qatar’s WhatsApp outreach and Saudi Arabia’s Qiddiya smart platform aimed at personalized visitor experiences.

Tags: phocuswire

AI in Travel Grows, but Human Touch Still Matters, Study Finds

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