Despite the rapid rise of generative artificial intelligence tools in travel planning, a majority of travellers still prefer human recommendations and verified information when organizing trips, according to a survey released by tour marketplace Civitatis.
The study, based on responses from more than 7,000 users, found that 60 percent of travelers favour human-curated advice over AI-generated suggestions, highlighting lingering concerns about the reliability of automated travel guidance.
Nearly half of respondents who had used AI tools while planning a trip said they had encountered incorrect or outdated information, particularly regarding details such as opening hours, ticket prices and real-time availability of attractions.
The findings suggest that while travelers are increasingly experimenting with AI for initial research, most continue to rely on trusted platforms and human verification before making bookings.
According to the survey, travelers most often use AI as a starting point for inspiration, asking tools to generate destination ideas, travel itineraries or general logistical information.
However, once AI provides suggestions, users typically cross-check the recommendations through search engines or specialized travel platforms to confirm their accuracy.
Respondents who reported errors in AI-generated content said the most common problems included outdated schedules, broken links, incorrect pricing and attractions appearing open when they were actually closed.
“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,” said Andrés Spitzer, chief executive 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,” he said.
The survey also found that more than 60 percent of travelers do not currently rely on AI tools to organize their trips, citing a preference for designing itineraries independently or limited familiarity with how AI can be used in travel planning.
Respondents in the survey represented a relatively experienced group of travelers: more than 65 percent were aged over 46 and typically reported taking between two and five trips per year.
In response to the findings, Civitatis launched a marketing campaign titled “Travel is Human”, highlighting the role of human curation and verified travel experiences in an increasingly automated digital environment.
As part of the campaign, the company created a fictional destination — the Island of San Elías — to demonstrate how easily unverified or AI-generated information could lead travellers to places or experiences that do not actually exist.
Civitatis operates a platform for curated tours, activities and guided experiences in Spanish and Portuguese across more than 4,200 destinations worldwide, connecting over 1.2 million travelers each month with local tours and activities.
