AI in travel planning: when too much information undermines trust

A recent Australian study shows nearly 30% of travellers now use generative AI to plan their holidays, rising to 30% among Gen Z. According to government data, Australia recorded 12.3 million international trips in 2024–25, an 11.6% increase year-on-year.

Researchers identified five key factors driving AI adoption: reliability, accountability, trustworthiness, fairness and transparency. Travellers are more likely to delegate decisions to AI if it delivers accurate, consistent recommendations and providers take responsibility for potential errors. However, findings reveal a paradox: excessive transparency reduces trust, as detailed explanations add cognitive load to decision-making.

Australia’s tourism sector is already positioning AI as a central player in travel discovery and booking. Authors suggest a progressive transparency approach—sharing essential information first, then offering deeper insights on demand—to maintain tool efficiency without compromising reliability.