AI in travel: Untapped potential or risky business?
In an era where artificial intelligence (AI) is rapidly becoming ubiquitous, transforming how we access and verify information online, its role in specific sectors continues to evolve.
At the height of the summer travel season, a new survey by global cybersecurity firm Kaspersky sheds light on how often people are leveraging AI for travel planning, and the extent to which tourists are prepared to entrust their trip details to intelligent algorithms.
The findings present an interesting paradox: AI is widely used, highly satisfying for travel planning, yet still not a primary tool for most vacationers.
AI's widespread adoption, yet limited travel role
The results confirm AI's pervasive presence among active internet users, with a striking
88 per cent of respondents in the UAE reporting at least one instance of AI usage
.
However, AI's application varies significantly across different activities. The most popular use for AI is
research (75 per cent of respondents)
, followed by
work (59 per cent)
and
studying (51 per cent)
.
Entertainment (50 per cent) and experimenting with technology (42 per cent) also rank highly.
Interestingly,
AI in travel planning
lags behind, garnering
only 36 per cent of votes
, indicating it is not yet among the most common uses of AI, despite its potential.
This relatively low adoption rate for travel planning stands in stark contrast to the
overwhelming satisfaction
among those who do use it. A remarkable
99 per cent of respondents who applied AI in travel planning were satisfied with their experience
, with
96 per cent of UAE respondents expressing satisfaction
, and
83 per cent planning to use it again in the future
. This suggests a significant untapped potential for AI to streamline travel preparations.
Read:
AI as a research powerhouse for travellers
For travellers who do embrace AI, its most popular function remains its core strength:
research
.
According to the survey,
69 per cent of respondents
who used AI for travel planning entrusted it to
identify events and activities
, including suitable excursions, popular tourist routes, and souvenir shops.
Similarly,
69 per cent used AI to select accommodation
, while
60 per cent relied on it to create lists of restaurants
, and
63 per cent even assigned AI to search for tickets
.
A key trend observed was that
families with children more actively utilised various AI functions
in preparing for travel compared to childless audiences. This suggests that AI is effectively helping users, particularly those with more complex planning needs, to
save time
by automating tedious research tasks.
The booking barrier: Trust versus convenience
Despite its strong performance in research, AI-powered
booking functions were less popular across all groups
.
The survey indicates that
51 per cent of respondents booked hotels via AI services
,
46 per cent booked tickets
, and
only 54 per cent booked restaurants
with AI's assistance.
Critically,
57 per cent of participants stated they resorted to AI for solving visa and migration questions
. This particular use case raises significant concerns, as highlighted by a recent incident involving an Australian writer who was unable to fly to a conference in Chile due to incorrect visa advice provided by ChatGPT.
This serves as a potent reminder that the
risks of AI hallucinations can outweigh the time-saving benefits for critical applications
where precision and factual accuracy are paramount.
Vladislav Tushkanov, group manager at Kaspersky AI Technology Research Center, commented on these trends: 'Some trends in AI usage we observed show that the role of AI in solving everyday issues is changing. The respondents all value their time and prefer the personalised outputs that AI provides.'
He noted that 'Already this technology is maturing and rapidly delivering on its promise of better research and generating creative ideas.' Tushkanov concluded, 'By choosing the most suitable options it becomes an important decision aid, which of course provokes reflection about the credibility of data it provides. AI-powered services are becoming increasingly in-demand tools for solving a variety of tasks, including travel planning, however, we should still remember that the decision is ours to make.'
Ensuring safe travels in the AI age: Kaspersky's recommendations
To mitigate the risks associated with AI-driven travel planning and ensure the safety of digital activities abroad, Kaspersky offers several key recommendations:
Verify information:
Always double-check any information provided by AI. Avoid making purchases or booking on websites until their authenticity has been independently verified.
Mobile internet abroad:
When planning international travel, consider mobile internet options like an eSIM to maintain reliable connectivity with family and friends.
Wi-Fi network vigilance:
Always double-check Wi-Fi networks before connecting. Use a VPN (Virtual Private Network) for secure browsing and avoid automatically joining unfamiliar hotspots.
Device protection:
Safeguard devices by never leaving them unattended in crowded places. Implement strong passwords and install a reliable security solution to protect against various cyber threats.
AI's significant potential in enhancing the travel planning
The Kaspersky survey underscores AI's growing influence in daily life and its significant potential in enhancing the travel planning experience through personalized research and time-saving functionalities.
While satisfaction among AI-assisted travellers is remarkably high, a cautious approach is warranted, especially for critical tasks like visa applications or bookings, where the risk of 'hallucinations' could lead to tangible negative consequences.
As AI continues to evolve, understanding its strengths and limitations, coupled with diligent verification practices, will be essential for travelers looking to leverage its power safely and effectively.
The study was conducted by Kaspersky's market research center in partnership with the Toluna research provider in the summer of 2025. Three thousand respondents from 15 countries (Argentina, Chile, China, Germany, India, Indonesia, Italy, Malaysia, Mexico, Saudi Arabia, South Africa, Spain, Turkey, UK, UAE) took part in the survey.
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