Most U.S. travelers now expect artificial intelligence to handle at least part of the planning process, with 85 percent valuing AI for saving time and delivering personalized recommendations, according to a new report from Amadeus.
Almost three-quarters of respondents, 74 percent, have used AI during the planning stage to find hotels, routes, and ground transportation options. More than half, 53 percent, rely on the technology for inspiration, while 49 percent use it during their trip for real-time updates like flight notifications, navigation, and local suggestions.
Despite this adoption, trust drops sharply when AI moves from suggesting options to taking action. While 65 percent of travelers say they are interested in completing bookings and payments directly through an AI assistant, only 20 percent would allow an AI tool to spend money on their behalf within a set budget without additional approval. The largest group, 43 percent, would permit it only with specific conditions or restrictions, while 29 percent would not allow it at all.
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The report, titled Tailored Horizons, shows that personalization is the main driver of AI adoption. Travelers are most interested in practical value at the right moment: local guidance once they arrive (55 percent); budget-aware suggestions (52 percent); and real-time rebooking when plans change (49 percent).
Amadeus EVP and chief commercial officer of the Americas, Rajiv Rajian, noted that while travelers increasingly turn to AI for inspiration and support, trust remains essential. “AI can help simplify choices and make travel planning more relevant,” he said, “but travelers still want confidence, reassurance, and ultimately the final say when it comes to making important travel decisions.”
AI is already creating moments of delight for some travelers, with 43 percent saying they have received genuinely surprising or impressive options more than once. However, 64 percent report that AI has recommended familiar destinations or options rather than broadening their choices.
Despite enthusiasm for AI, travelers do not expect it to become a standalone paid service. Half of U.S. travelers believe travel companies should provide AI assistance at no additional cost, while only 4 percent think AI will become essential enough to justify a premium price.
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Travelers are most comfortable sharing broad preferences like travel habits (63 percent) and budget (58 percent), but they remain cautious with sensitive data. Only 21 percent are willing to share payment details, and 19 percent are comfortable sharing identity information.
Human oversight still matters
Nearly nine in ten travelers cross-check AI-generated suggestions before booking, with 42 percent always visiting other travel websites to confirm recommendations and 47 percent doing so sometimes. Only 11 percent rely solely on AI advice.
When things go wrong during a trip, travelers still prefer speaking with a person. Phone support (37 percent) and in-person assistance (25 percent) rank ahead of AI bots or conversational assistants (7 percent). Similarly, only 17 percent would trust an AI assistant alone to plan a trip, while 51 percent want a combination of AI and human expertise.
