US travellers trust AI for trip ideas, not payments

CarTrawler research suggests US travellers use artificial intelligence most often for trip discovery and comparison, while many avoid using it for payments and final booking steps.

The car rental platform surveyed more than 1,000 US consumers who had previously used AI for travel. It found the strongest usage during early planning, where travellers search for ideas and compare options.

Nearly two-thirds of respondents said they had used AI to research local activities, entertainment, or restaurants at 61%. More than half said they had used AI to research flights and hotels at 52%. Almost half said they had used AI for destination inspiration at 49%.

The survey also pointed to a clear limit on how far many travellers will take AI into the transaction stage. More than half of the respondents said they prefer to handle payments manually.

CarTrawler said this split underlined a distinction between AI as a planning tool and AI as an autonomous booking tool. It said trust played a major role in whether travellers would accept AI-driven actions that touch money and personal information.

"These findings demonstrate that AI is already a meaningful part of how travellers plan and evaluate trips," said Gavin Sweeney, Chief Revenue Officer, CarTrawler. "Where it delivers the most value today is helping consumers compare options, understand pricing, and make more informed choices. That foundation of usefulness is what ultimately builds trust."

Trusted brands

The survey found that brand familiarity influenced willingness to use AI for travel planning. Among AI users, 52% said they were more likely to use AI for travel planning when it is offered by a brand they already trust.

CarTrawler also reported high satisfaction with AI recommendations among the surveyed group. More than 80% said they were very or completely satisfied with AI-generated travel recommendations.

A similar share said they felt comfortable using AI to enhance their bookings for flights, holiday packages, transfers, and hotels. The survey did not state how respondents defined "enhance" in each category, but it framed the activity as distinct from automated booking and payment.

The results also indicated differences by age and household type. CarTrawler said Millennials and Gen Z remained the most active users of AI tools in travel planning. It also said optimism extended beyond younger travellers.

Sixty-five percent of respondents aged 55 to 64 described themselves as extremely or very optimistic about using AI for travel planning. Families with children at home recorded the highest share of high optimism at 72%.

What travellers want

Respondents identified specific AI features they considered most valuable. Just under 60% cited real-time pricing assistance as the most compelling feature. Another 44% pointed to personalised, itinerary-based recommendations.

CarTrawler said the pattern suggested gradual adoption. The company said travellers tended to use AI where it simplified comparison and saved time, while they retained more control over actions involving payments and personal data.

Car rental example

The survey included findings on car rentals and transfers as a booking category where travellers often compare prices and vehicle types. CarTrawler said this part of the journey also involves payment details and identity information. It presented the segment as a useful indicator of where AI fits today and where it meets resistance.

Nearly one-third of respondents said they had used AI to research car rentals or transfers. Among that group, 67% reported satisfaction. CarTrawler linked that satisfaction to easier price comparisons and simpler vehicle selection.

However, only 8% said they would use AI to complete a car-rental booking. CarTrawler said this result aligned with the broader finding that more than half of respondents prefer to manage payments themselves, even among travellers comfortable using AI in other stages of travel planning.

Security concerns

The survey highlighted privacy and security concerns as a major factor in slower adoption at the booking stage. Nearly half of the respondents cited payments as a main reservation at 49%. A further 44% cited data security or fraud concerns.

CarTrawler also reported conditions under which respondents said they would share data. More than half said they would share information if it is used solely to improve their individual experience at 53%. A further 43% said they would share information to personalise offers and promotions. Another 39% pointed to adherence to their country's data privacy and usage laws.

CarTrawler framed these expectations as a demand for transparency and accountability in data handling. It said travellers want clarity on how companies use information collected through AI-driven experiences.

"AI adoption in travel is not about replacing human decision-making overnight," said Sweeney. "It's about earning trust through transparency, responsible data use, and consistent value. As travelers gain more experience with these tools, uptake will continue to grow, but it must happen on their terms."

CarTrawler said travel brands and platforms will likely see continued usage of AI in trip research and comparison, while consumer willingness to delegate booking steps will depend on how companies address payments, privacy, and security concerns.