Human expertise remains a powerful influence on holiday bookings despite the rapid adoption of artificial intelligence across the travel industry.
A North American survey commissioned by small-group adventure company Explore Worldwide found that 78% of travellers were more likely to reserve a holiday when experts with direct destination experience created the itinerary.
The findings suggest that travellers want more than immediate digital answers. They also seek reassurance, judgement and recommendations shaped by real journeys.
One respondent captured the concern surrounding automated trip-planning tools with a simple observation: “Bots don’t actually travel.”
AI can process large amounts of information and generate itineraries quickly. However, the research indicates that many travellers still question whether it can understand personal preferences, recognise unreliable information or anticipate practical problems.
This creates an opportunity for travel advisors and tour operators to combine digital efficiency with human destination knowledge.
Older travellers remain cautious about AI
Confidence in AI holiday planning remains particularly limited among travellers aged over 50 who make at least one international journey each year.
Only 11% of this group said they would feel highly confident using AI to select a destination and arrange their holiday. Another 29% reported feeling somewhat confident.
Accuracy emerged as the leading concern among respondents who lacked trust in AI planning. Approximately 51% worried that automated tools could provide incorrect information.
Another 39% believed AI recommendations might be too general. Meanwhile, 38% questioned whether the technology could offer sufficiently personalised advice for their individual needs.
These concerns matter because an inaccurate recommendation can affect visas, transport connections, accommodation or activity bookings. Small errors may become expensive when travellers are far from home.
Human advisors can question assumptions, identify gaps and explain why a particular itinerary suits the traveller. That accountability remains difficult for automated systems to reproduce consistently.
Information overload changes destination choices
Online travel planning provides enormous choice, but the survey found that too many options can reduce the enjoyment of preparing for a holiday.
Travel research still generated excitement among 55% of respondents. Another 38% felt optimistic, while 35% described themselves as hopeful.
However, 42% said comparing available options felt overwhelming. Without trusted guidance, 26% selected a familiar destination because the decision-making process became too stressful.
This suggests that information abundance does not always produce better travel choices. It may instead encourage consumers to avoid unfamiliar destinations that require more research.
The effect could influence tourism distribution. Emerging destinations and smaller communities may lose potential visitors if travellers default to places they already understand.
Expert curation can reduce that friction by narrowing options and explaining how transport, accommodation and experiences fit together.
First-hand knowledge strengthens traveller trust
Personal destination experience carries particular weight among Generation X, Baby Boomers and members of the Silent Generation.
The survey found that 58% considered it extremely or very important for an itinerary to be created or reviewed by someone who had visited the destination. Only 4% said this was not important.
Previous experiences with professional planning services were also largely positive. Among respondents who had used such support, 92% described it as helpful. More than half, or 53%, said it was very helpful.
These results show that travellers are purchasing confidence as well as logistics. They value practical information about pacing, local conditions, cultural expectations and the real character of an experience.
A knowledgeable planner may understand whether a transfer is realistic, whether an activity suits a traveller’s mobility or whether an advertised experience matches expectations.
AI can support this work by organising information and accelerating comparisons. Yet lived experience gives human experts context that may not be captured in a database.
Made by Humans highlights travel creators
Explore Worldwide has introduced its Made by Humans digital platform to showcase the people and expertise behind its itineraries.
The hub presents stories, recommendations and insights from individuals involved in creating and delivering the company’s small-group adventures.
Travellers and advisors can learn about destination specialists, local experts, tour leaders and support teams. The platform positions these people as a visible part of the travel product rather than an unseen operational layer.
Katy Rockett, Explore Worldwide’s Regional Director of North America, said travellers increasingly seek a balance between accessible digital tools and trusted human guidance.
She added that curation and personalised assistance can give consumers the confidence to explore unfamiliar destinations.
The research found that 61% of respondents believed immersive international travel helped them feel more connected with the wider world.
Technology and people will work together
The findings do not suggest that travellers will abandon AI. Instead, holiday planning is moving toward a hybrid model.
AI can generate ideas, summarise choices and support early research. Human experts can verify details, interpret individual needs and guide travellers through complex decisions.
Travel advisors may also use AI behind the scenes to work more efficiently while retaining responsibility for the final recommendation.
This combination could benefit destinations, hotels and tour operators. Better-informed travellers may book with greater confidence, explore less familiar places and choose experiences suited to their expectations.
As digital choice continues to grow, the travel industry’s competitive advantage may depend on making planning feel simpler and more personal.
Technology can organise the possibilities. However, human travel experts remain essential when travellers need trust, judgement and the confidence to turn information into a meaningful holiday.
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