According to Kaspersky’s survey, only 23% of UK respondents who use AI-powered tools trust them to plan trips; however, 91% of those who do are satisfied with this experience, with 80% planning to use it in the future.
In recent years, artificial intelligence (AI) has become an integral part of using the internet, transforming the way we search and verify information. As AI continues to evolve, its presence grows accordingly, making AI-powered tools almost ubiquitous. At the height of the tourist season, Kaspersky decided to find out how often people are using AI in travel planning, and what aspects of their trip tourists are ready to entrust to artificial intelligence.
Who uses AI and why? The survey* confirmed that AI has become a widespread tool among active Internet users; 72% of respondents claimed to use AI at least once. In the UK, the figure is lower at 55%.
It turned out that the most popular use of AI is for research, with 76% of respondents confirming it was the most common use of AI. In the UK, this figure is 72%. Globally, second and third place go to AI for work (45%) and studying (40%), but in the UK, these are lower at 29% and 18% respectively. Entertainment (24% in the UK vs. 39% globally) and experimenting with the technology are also less common locally. AI in travel planning, with 28% of global votes, is not yet among the most popular uses of AI, and in the UK, the figure is just 23%.
Regardless of the relatively small percentage of users who applied AI in travel planning, almost all of them were satisfied with this experience, 96% globally and 91% in the UK. In the UK, 31% said it was ‘perfect’ while 61% claimed it was just ‘good’. A high number of respondents confirmed they planned to use AI when preparing for trips in the future (87% in the UK vs. 84% globally), suggesting that AI services may become much more popular as a planning tool in the near future.
AI in travel planning. For travelers, AI retains its most popular function – research. 70% of respondents, who have used AI in travel planning, trusted AI to identify events and other activities for them, such as finding suitable excursions, popular tourist routes and souvenir shops. In the UK, 57% used AI for this purpose.
In the UK, 59% used AI to select accommodation, 52% made
a list of restaurants with its help and 51% assigned AI to search for tickets. Compared to
information research, AI-powered booking was less popular across all groups.
According to the survey, 41% of UK respondents booked hotels via AI services, 35%
booked tickets and only 30% booked restaurants with the help of AI. Notably, 35%
of participants in the UK resorted to the help of AI in solving visa and
migration questions (global: 45%), which raises some concerns. Recently, the story about an Australian writer who
couldn’t fly to a conference in Chile because of the wrong visa advice from
ChatGPT suggests the risk of AI hallucinations can outweigh the time-saving
benefit for the most critical applications.
“Some trends in AI usage we
observed show that the role of AI in solving everyday issues is changing. The respondents
all value their time and prefer the personalized outputs that AI provides. Already
this technology is maturing and rapidly delivering on its promise of better
research and generating creative ideas. By choosing the most suitable options it
becomes an important decision aid, which of course provokes reflection about
the credibility of data it provides. AI-powered services are becoming
increasingly in-demand tools for solving a variety of tasks, including travel
planning, however, we should still remember that the decision is ours to make”-
comments Vladislav Tushkanov, Group Manager at Kaspersky AI Technology Research
Center.
To ensure the safety of your travels
Kaspersky recommends:
- Always double-check the information that AI provides. Do not make purchases or book on websites until you verify their authenticity independently.
- While planning a trip, do not forget about the mobile Internet abroad. Consider using an eSIM to always stay in touch with your family and friends.
- Always double-check Wi-Fi networks before connecting, use a VPN and avoid auto-joining unfamiliar hotspots.
- Protect your devices, do not leave them unattended in crowded places, set strong passwords and install a reliable security solution, which will help protect them from various cyber threats.
*The study was conducted by Kaspersky’s market research center in partnership with the Toluna research provider in the summer of 2025. 3 thousand respondents from 15 countries (Argentina, Chile, China, Germany, India, Indonesia, Italy, Malaysia, Mexico, Saudi Arabia, South Africa, Spain, Turkey, UK, United Arab Emirates) took part in the survey.
