Artificial intelligence is rapidly becoming part of the travel planning process, but European travellers are sending a clear message to the industry: they want assistance, not automation.
New research commissioned by a&o Hostels, one of Europe’s largest hostel chains, suggests that while consumers are increasingly comfortable using AI to simplify travel decisions, many remain reluctant to hand over the entire booking journey to technology.
The survey, conducted by YouGov among more than 14,000 adults across 12 European countries, reveals a growing appetite for AI-powered travel support.
Travellers Welcome AI’s Practical Benefits
More than half of respondents (56%) said they value AI’s ability to provide recommendations and comparisons, while 52% appreciate its ability to save time when researching and booking trips.
The findings highlight how AI is becoming a useful companion for travellers seeking inspiration, comparing options and streamlining the planning process. In an age of information overload, many consumers appear willing to embrace tools that can quickly sift through vast amounts of travel content and deliver tailored suggestions. However, convenience does not necessarily mean travellers are ready to relinquish control.
Human Oversight Still Matters
Despite growing familiarity with AI tools, the survey found that 59% of respondents are not prepared to accept a fully AI-driven booking process.
The results suggest that travellers continue to value human judgement and reassurance, particularly when making important purchasing decisions such as holidays and travel experiences.
For travel brands, this presents an important balancing act. Consumers appear to welcome AI when it enhances the booking journey but remain cautious about allowing technology to make decisions on their behalf.
A Human-AI Partnership
For a&o Hostels, the findings reinforce the company’s approach to integrating artificial intelligence into its operations.
“We are focusing on a human-AI partnership, ensuring technology is used to provide efficient, practical support for our guests,” said Phillip Winter, Chief Marketing Officer at a&o Hostels.
The company has increasingly invested in AI-powered solutions designed to improve both customer experience and operational efficiency. From personalised website content and tailored marketing messages to virtual assistants and chatbot support, AI is helping to create more relevant interactions throughout the customer journey.
How AI Is Already Shaping Travel Bookings
Across the travel industry, AI is becoming embedded in nearly every stage of the booking process.
At a&o Hostels, assistive technologies such as chatbots and dialogue-based interfaces help guide customers through bookings, answer questions in real time and present personalised offers based on individual needs. Dynamic pricing and availability updates further enhance the customer experience by delivering tailored recommendations.
The company is also exploring voice-enabled booking services, while AI-generated content is helping improve website visibility and engagement across different audience segments. Beyond customer-facing services, artificial intelligence is also supporting operational improvements. At a&o, fully automated robots are already being deployed to clean high-traffic areas, demonstrating how AI is extending beyond digital interactions into day-to-day hotel management.
The Trust Challenge
While the survey highlights growing acceptance of AI, it also points to a significant challenge facing the travel sector: consumer confidence.
Researchers noted a substantial number of “don’t know” responses from participants, particularly among those unsure whether AI meets their needs. This uncertainty suggests that many travellers remain unfamiliar with the technology or uncertain about its benefits.
According to Winter, greater transparency will be essential if travel companies hope to increase adoption.
“This indicates that greater transparency and education can be leveraged to increase consumer confidence,” he said. “As an industry innovator, a&o is committed to championing greater transparency, which in turn will foster deeper trust and acceptance of artificial intelligence.”
The Future of Travel Planning
The findings arrive as AI continues to transform how travellers discover destinations, compare accommodation and plan journeys.
While technology is becoming increasingly sophisticated, the survey suggests that consumers are not looking for AI to replace people entirely. Instead, travellers appear to favour a hybrid approach where technology handles repetitive tasks and provides personalised insights, while human expertise remains available when reassurance and nuanced decision-making are required.
As artificial intelligence becomes a permanent fixture within the travel industry, the most successful brands may be those that strike the right balance between innovation and human connection.
For now, travellers seem happy to let AI help plan the trip, provided a human remains somewhere in the picture.
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