TORONTO — Despite the rapid rise of generative AI tools in travel planning, most travellers still prefer recommendations curated by humans, according to new research from Civitatis.
The findings come from a survey of more than 7,000 users conducted by Civitatis, a global marketplace specializing in guided tours and excursions in Spanish and Portuguese.
According to the study, 60% of respondents said they still favour human-curated recommendations and trusted information sources when planning a trip.
The research also points to growing concerns about the reliability of AI-generated travel advice. Nearly half of travellers who have used artificial intelligence tools to help plan trips reported encountering incorrect or outdated information. Common issues cited by respondents included outdated schedules, broken links, incorrect pricing and attractions appearing open when they were actually closed.
AI USED MAINLY FOR INSPIRATION
The survey suggests that while AI tools are increasingly being used during the early stages of trip planning, travellers still turn to search engines or specialized travel platforms to confirm accuracy.
“While AI is a powerful ally for inspiration, real travel planning requires certainties that only the expert judgment of our teams and the real experiences of our customers can provide,” says Andrés Spitzer, CEO of Civitatis. “In a digital environment saturated with content, our value lies in the credibility and expert opinion of our community. Technology can suggest options, but trust and accuracy can only be guaranteed by the human factor.”
MANY STILL NOT USING AI
The study also found that a majority of travellers are not yet using AI tools to organize their trips.
More than 60% of respondents said they do not rely on artificial intelligence when planning travel. Among the most common reasons cited were a preference for planning itineraries independently and a lack of familiarity with how AI tools can be applied to travel planning.
According to the survey, the respondents represent a relatively experienced travel demographic. More than 65% of participants were over the age of 46 and typically take between two and five trips each year.
HUMAN EXPERTISE
In response to the survey results, Civitatis has launched a new campaign called “Travel is Human,” designed to emphasize the importance of human expertise and verified travel experiences in an increasingly automated digital environment.
As part of the campaign, the company created a fictional destination called the Island of San Elías to demonstrate how easily travellers could be misled by unverified or AI-generated information. The fictional location highlights how travellers might be directed toward places or experiences that do not actually exist if information is not properly verified.
The campaign also coincides with the launch of an updated Civitatis mobile app. The app features real-time travel information and access to millions of verified traveller reviews, which the company says were identified by users as key factors in ensuring reliable travel planning and high-quality travel experiences.
