This article has been reviewed according to Science X's editorial process and policies. Editors have highlighted the following attributes while ensuring the content's credibility: Imagine planning a vacation across India's Golden Triangle: Delhi, Agra and Jaipur. You could compare dozens of websites, scroll through reviews and ask friends for recommendations.
Or you could give ChatGPT or Gemini your dates, budget and interests and receive an itinerary in seconds. Many Australians are already doing this. According to a recent survey of adult travelers, 28.8% of Australians used generative artificial intelligence (AI) to find deals, check out destinations and create their travel itineraries.
Among Gen Z travelers, Australian government research puts the figure at 30%. AI is becoming the gatekeeper between those travelers and the destinations, hotels and experiences they choose. Our new research set out to understand what makes travelers willing to delegate travel decisions to AI platforms.
Australians made a record 12.3 million trips overseas in 2024–25, 11.6% more than the year before, in addition to 113 million domestic trips. Our findings tell us that travelers consider using generative AI for travel planning based on five characteristics: reliability, accountability, trustworthiness, fairness and transparency. We also examined different levels of delegation to generative AI, from allowing AI tools to design travel plans to making final decisions and recommendations.
Travelers were more likely to use AI when they perceived it as reliable and believed its providers could be held accountable for its recommendations and for addressing problems when they arise. This means travelers are willing to hand over control to AI if it provides accurate, consistent and dependable recommendations. If travelers feel they can trust AI, they are more likely to delegate travel planning.
The Australian government's Smartraveller website warns AI can provide outdated transport schedules, incorrect visa information and recommendations for hotels that have closed. Relying on incorrect information could ruin part of your dream vacation. Our study found accountability of AI plays a significant role in building trust among travelers.
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