AI makes information abundant, trusted local expertise becomes a differentiator

AI is making travel planning faster, easier and more accessible. Yet human connection remains an important source of confidence, particularly when recommendations are personal, complex or shaped by local context.

Hilton explores this dynamic in its 2027 Trends Report through the concept of the "Travel Trust Equation". According to the report, 70% of travellers trust hotel staff as a travel-planning resource, while only 22% trust AI to create an itinerary tailored to their individual interests. The message distinguishes between using technology to discover possibilities and relying on trusted expertise to make decisions. AI can surface options efficiently, but human knowledge adds context, judgement and reassurance. Hotel employees, in particular, can offer firsthand local insights that go beyond generic search results and online reviews.

Recent hospitality research and travel-industry reports point to a similar pattern.

What the research tells us

1. Mews: Guests want AI behind the scenes, not at the front desk

Source: Hospitality Net, "89% of Guests Want AI Working Behind the Scenes, Not Running the Front Desk, Mews Finds".

A survey of 3,250 travellers found that 89% favoured a balance of AI and human-led hospitality, or AI working in the background. Meanwhile, 75% said good hospitality depends on human staff, and 59% wanted AI to handle repetitive tasks so employees could focus on building rapport and trust.

2. Expedia Group: The AI trust gap

Source: Expedia Group, "The AI Trust Gap: Why Travelers Will Continue to Choose Trusted Brands".

Surveying more than 5,700 adults across the US, UK and India, Expedia Group found that 53% were comfortable letting AI suggest options, while 66% would not trust AI to make a purchase or booking on their behalf.

3. Academic research: Human recommendations can be more persuasive

Source: Humanities and Social Sciences Communications,"Humans or Generative AI? Influence of Recommendation Agents on Tourists’ Decision-Making".

Based on three experiments involving 708 participants, this study found that human recommendations were more persuasive when participants were planning trips in the near future, partly because they perceived human recommendations as more credible.

4. Skift and Wunderkind: Adoption does not equal confidence

Source: Skift, “54% of Travelers Distrust Your AI Recommendations — Now What?”.

This industry report examines the gap between AI adoption and consumer confidence. It reports that 24% of travellers trust AI-generated recommendations, while 43% feel overwhelmed by AI's growing presence.

The real question is what travellers are willing to delegate

Taken together, these findings suggest that the debate is moving beyond whether travellers will use AI. The more relevant question is which decisions they are comfortable delegating to technology, and when they want human expertise to guide them. Three complementary roles emerge.

• AI creates convenience. It can help travellers discover destinations, compare hotels, summarise reviews and build initial itineraries. By processing large amounts of information quickly, it makes the early stages of planning more efficient.

• Human expertise creates confidence. Hotel employees can interpret individual preferences, understand local conditions and draw on firsthand experience. They may know which restaurant suits a quiet dinner, when to visit a popular attraction or which option best fits a guest's needs. This is personalisation grounded not only in data, but also in judgement and context.

• Human connection creates memorable hospitality. Empathy, accountability and genuine interaction can transform a functional stay into a meaningful experience. A staff member who listens carefully, adapts a recommendation or takes responsibility when plans change offers more than information: they provide reassurance.

From algorithmic personalisation to trusted local expertise

For hotels, the opportunity is not to choose between AI and human service, but to design an experience in which each strengthens the other. Tailoring recommendations to a traveller's preferences is valuable, but personalisation is more meaningful when it reflects the realities of a trip, the character of a destination and the individual behind the booking.