Artificial intelligence (AI) is expected to play a supplementary role in travel planning in 2026, according to the Global Rescue Winter 2026 Traveller Sentiment and Safety Survey. The survey, which gathered responses from over 1,400 current and former members, indicates that whilst 36% of travellers plan to use AI for inspiration or narrowing options, a significant majority remain cautious, preferring human judgement and personal experience.
Dan Richards, CEO of The Global Rescue Companies, noted, "Travellers are interested in AI but they are not ready to hand over control." The survey highlights gender differences, with 25% of men likely to use AI as a decision-support tool compared to 19% of women. Conversely, 36% of women prefer not to use AI at all, slightly higher than the 35% of men.
Geographic differences also emerged, with both US and non-US travellers equally likely to avoid AI, at 37%. However, non-US respondents show a stronger preference for human guidance, with 31% relying mostly on human recommendations compared to 22% of US travellers. US travellers are more inclined to use AI to narrow options, with 24% doing so, more than double the 11% of non-US travellers.
The survey reveals a reluctance to trust AI-recommended destinations, with 41% unlikely to travel to such places without independent verification. Richards emphasised, "AI may introduce travellers to new ideas, but it rarely closes the deal without human confirmation."
As AI continues to influence travel discovery, its role remains supportive, ensuring technology aids informed decisions rather than replacing human judgement
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