Dan Richards, CEO of The Global Rescue Companies, emphasizes that “AI is transforming the way travelers research and prepare for their trips, and the next generation of globe-trotters is fully embracing it.” However, he points out that this adoption is not universal: trust in AI, especially in high-risk situations, remains a significant barrier.
Even so, the overall outlook is encouraging: 79 % of those who have used AI described these tools as “very” or “mostly” useful, with that percentage rising to 85 % among travelers under 35, who were also slightly more satisfied than older respondents. By gender, men were a bit more enthusiastic (32 % rated AI as “very useful”) compared to women (26 %).
When it comes to using AI in emergency situations abroad, however, respondents were cautious: only 30 % trusted AI to act accurately, 33 % said they would not, and 37 % remained undecided. In a curious contrast, while younger travelers showed some relative confidence, 58 % of those under 35 said they would not trust AI in an emergency—almost double the overall average—while among travelers over 55, that figure was 29 %.
Despite these reservations, interest in using AI again for future trips remains high: 89 % of travelers said they were “very likely” or “likely” to use such tools again, with particularly strong enthusiasm among those under 35 (38 % versus 36 % in the middle group). Only 28 % of women chose “very likely,” compared to 33 % of men.
Asked about their preferences regarding the source of travel recommendations—AI, humans, or a combination—the most common response was a mix: exactly half of those surveyed said they preferred a combination of both. Only 4 % were comfortable receiving suggestions generated exclusively by AI, while 45 % still favored human input. Comparing genders, women showed a stronger preference for human recommendations (53 %) than men (43 %), while 56 % of non-U.S. travelers expressed openness to a mixed approach, compared to 48 % of U.S. travelers.
This behavior reflects a global trend: according to recent studies, AI use is spreading even among groups once considered hesitant. For example, a report by Menlo Ventures indicates that up to 45 % of Baby Boomers already use AI to plan their trips, with 11 % doing so regularly, thanks to solutions like Drimer that generate quick, personalized itineraries that consider cultural, dietary, or accessibility factors.
In Europe, consumers show increasing awareness of AI: 93 % believe companies should disclose when they use AI instead of humans, and a similar percentage supports regulating its development, according to Spain’s CIS. In Spain specifically, a recent study revealed that young people trust ChatGPT more than influencers when making purchasing decisions: 84 % consult AI for travel, and over 70 % of those under 30 already use generative AI tools.
All of this points to a clear conclusion: artificial intelligence is consolidating its role as an increasingly present ally in tourism, particularly among younger generations. Nevertheless, trust, safety, and balance with human expertise remain essential for broader acceptance and continued evolution. In this context, the travel industry faces both the challenge and the opportunity to successfully merge human experience with technological innovation.
