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Travelers Embrace AI for Price Tracking But Hesitate on Itinerary Planning

A recent survey conducted by Mews, an innovative hospitality operating system, reveals intriguing insights into the preferences of over 3,250 travelers regarding the use of artificial intelligence (AI) in their travel experiences. As the landscape of travel continues to evolve, it is increasingly evident that while travelers are open to leveraging technology, they also wish to maintain a sense of control over their journeys.

Key Findings from the Survey

The findings of the Mews survey indicate a clear divide in the willingness of travelers to embrace AI technology. A notable 63% of respondents expressed a favorable attitude towards allowing AI to monitor fluctuations in hotel room rates. Similarly, 56% appreciated the utility of AI for real-time translation services, highlighting a preference for practical assistance.

However, when it comes to more personalized aspects of their travels, sentiments shift considerably. Only 44% would consider allowing AI to plan their itineraries, with an even lower 41% open to AI personalizing their room settings. This delineation raises an essential question: do travelers perceive certain tasks as chores requiring technological assistance, while viewing others as personal choices?

The Task vs. Choice Dichotomy

The survey suggests that a task such as price watching or translation does not necessitate a personal touch; they simply require accuracy and speed. In contrast, decisions involving itineraries and room setups are inherently personal. A significant 57% of travelers preferred to manage their trips independently rather than hand over these decisions to an AI system.

Josef Starýchfojtů, CPTO of Mews, articulated that the current landscape demonstrates travelers' preferences clearly: “Guests have told us where AI helps, and where it doesn't.” He emphasized the need for technology to efficiently handle mundane tasks, thus allowing hotel staff to focus on creating memorable guest experiences.

Trust in Data

When it comes to data usage, travelers showed a marked preference for AI applications that draw from personal data that they have willingly shared with hotels. About 61% are comfortable with AI utilizing their stated preferences, while 56% are fine with referencing their past stay history. This contrasts sharply with the 43% who are comfortable with AI using data based on their online behavior and even lower for external data sources.

Interestingly, the survey revealed that transparency concerning data usage is paramount, especially in markets like Spain, where 72% of travelers would engage more with AI-enabled services if they were assured of transparency and control over their personal data.

Market Comparisons

Across the countries surveyed, a trend appears: travelers are less inclined to accept AI's role during their stay than during the planning stages. For instance, UK travelers showed the least interest in personalization during their stay, while Italian and Spanish travelers expressed the highest levels of optimism about AI's future role, with 58% of Italians expecting entirely self-service check-ins.

Implications for Hoteliers

For hotels, the takeaway is clear. AI should be utilized for administrative tasks such as price monitoring and translations, liberating staff to provide the uniquely human touches that create memorable guest experiences. Those establishments that harness AI without sacrificing personal interaction are more likely to find true success.

The Mews survey, conducted in July 2026, highlights not only the current traveler preferences but also the importance of considering the role of technology in enhancing the hospitality experience. In a world where automation is on the rise, understanding where AI fits into the travel equation will be crucial for hoteliers moving forward.

About Mews

Mews is at the forefront of hospitality technology, providing an integrated platform that streamlines hotel management, from operations to guest interactions. Recognized as a leader in its field, Mews empowers hoteliers to automate routine tasks, thereby dedicating more time to what truly matters: their guests. With a growing customer base across 85 countries, Mews continues to shape the future of hospitality through innovation.