AI Trust Gap in Travel 2026 — British Holidaymakers Still Favour Trusted Brands Over AI for Booking Trips

A new Expedia Group survey reveals a clear divide: travellers happily use AI for inspiration and planning but remain wary of letting it handle actual bookings. For UK travellers in 2026, sticking with established platforms provides greater peace of mind when it comes to secure payments, changes and refunds.

According to Expedia Group’s “AI Trust Gap” report, based on responses from over 5,700 adults in the UK, US and India surveyed in March 2026, only 8 % of travellers feel comfortable allowing AI platforms to complete a booking on their behalf.

While 53 % are open to AI suggesting travel options, 42 % would use it to monitor prices and 40 % for building itineraries, far fewer are prepared to hand over the final transaction. Nearly 68 % prefer to book through a trusted travel brand even when AI booking tools are available, and 66 % would not trust an AI assistant to make any purchase for them.

Why the trust gap exists

The main concerns centre on loss of control (57 %), privacy of personal and payment data (57 %) and potential misuse of that information (56 %). Many travellers also worry about receiving poor customer service if something goes wrong after an AI-driven booking.

Travel remains a high-stakes purchase where errors can lead to significant financial loss or disrupted holidays. Trusted brands offer clear accountability, established supplier relationships and reliable support for changes, cancellations and refunds — areas where standalone AI tools currently fall short.

Sunset Weekly analysis For British holidaymakers, this trust gap reinforces the importance of booking through familiar, regulated platforms that provide strong consumer protections under UK law. While AI can spark ideas and save time discovering new destinations, the booking stage benefits from human oversight and proven processes, especially when dealing with complex itineraries involving flights, accommodation and ground transport.

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Staying safe when booking travel in 2026

Always complete bookings on official websites or verified apps of recognised brands. Use secure payment methods and enable two-factor authentication where available.

Refund basics Familiarise yourself with the refund policy before confirming any reservation. Most reputable platforms clearly state cancellation windows and conditions. Keep records of all communications and booking references.

Refund timeline Expect refunds to appear on your original payment method within a set period — often 5–10 working days for credit cards, though this can vary. Contact the provider promptly if the timeline is exceeded.

Beware of email scams Fraudsters often send convincing messages claiming your booking needs urgent action or offering unexpected refunds. Never click links in unsolicited emails. Instead, log in directly to your account via the official site or app to check details.

Beware of phone call scams Scammers may call pretending to be from your travel provider, asking for payment details or verification codes under the guise of securing a refund or fixing an issue. Legitimate companies rarely request sensitive information over the phone in this way.

Gift card scams Be alert to any request to pay for a “refund” or “upgrade” using gift cards or wire transfers. Reputable travel companies do not ask customers to purchase gift cards to resolve booking matters.

Insider tip from the Sunset Weekly team Our regular monitoring of UK travel complaints shows that verifying every communication through official channels and avoiding pressure tactics remains the most effective defence against rising sophisticated scams in 2026.

Practical advice for UK travellers

When using AI tools for initial research, treat the output as inspiration only and cross-check all details on trusted booking sites. Compare prices across a few established platforms before deciding. For complex trips, consider speaking with a human advisor if the booking involves multiple elements or special requirements.

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FAQs

How many travellers trust AI to book their holidays? According to the latest Expedia Group survey, only 8 % feel comfortable letting AI complete a booking, while 68 % prefer established travel brands.

Why do people still choose trusted brands over AI for travel bookings? Travellers value accountability, reliable customer support and protection for changes or refunds — elements that current AI tools cannot fully guarantee.

What are the biggest concerns about using AI for travel bookings? The top worries include loss of control, data privacy risks and potential misuse of personal information, cited by over half of respondents.

How can I protect myself from travel booking scams? Always use official websites or apps, ignore unsolicited emails or calls requesting personal details, and never pay via gift cards for refunds or changes.

What should I do if I receive a suspicious email about my booking? Do not click any links. Log directly into your account on the official site to verify the information. Report suspicious messages to the platform.

Do AI tools save time in travel planning? Yes — nearly half of travellers say AI helps them discover new destinations and monitor prices more efficiently, though most still book through trusted providers.