Survey reveals widespread concerns over AI in the travel industry

Artificial intelligence (AI) is reshaping the travel industry, but not without controversy. A survey published yesterday by Icelandair highlights how AI-generated images, misleading travel listings, and fake reviews impact consumer confidence and decision-making.

“The line between what’s real and what’s unreal has become blurred,” says Icelandair in a post addressed to all travellers of the world. “Yes, it’s easy to see that images of unicorn cats riding jet-skis over a rainbow are fake. But when you’re looking at images of spectacular landscapes, breathtaking skies, and the bluest of waters, you might find yourself asking – is this real?”

According to their research, one-third of travellers report feeling misled by travel listings, citing overly edited photos, inaccurate descriptions, and false reviews as concerns. 

Concerns about the reliability of reviews are widespread, with 78% of respondents reporting they worry about fake or AI-generated reviews often or occasionally when researching their travel plans.

54% of respondents said they always check photos when booking trips, but only 19% would book a destination if its promotional images appeared AI-generated.

Interestingly, when asked if they thought destinations should be allowed to use AI in their marketing and tourism, 47% of respondents said “no,” but 32% answered “sometimes,” demonstrating that for many, it’s less a question of if AI is used, and more how it is used. 

TUI’s research, published in February, revealed that AI-generated images prompted “interest” from many respondents, but also widespread “scepticism,” with women, Baby Boomers, and Spanish respondents reporting higher levels of caution.

The research also found that while Gen Z, Millennials, and participants from the UK were more likely to say they could easily tell the difference between AI and real images, tests revealed that all groups struggled to distinguish between the two accurately.

While both Icelandair and TUI declare they don’t use AI-generated destination images on their platforms, TUI is exploring the potential of ethical AI applications that could enhance customer experiences without compromising transparency, such as personalising content and creating interactive travel advice for customers.

As with many AI use cases, balancing innovation with human oversight and an awareness of ethical considerations is paramount. 

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