Travelport Traveler Confidence Survey
As travel retailing becomes more dynamic and personalized, consumers are signalling that more choice is not always better. Travelport's Traveler Confidence Survey shows that travelers want clearer pricing, simpler comparisons and AI-powered tools that reduce booking stress, not add to it. The findings highlight a growing opportunity for the travel industry to use modern retailing technology to simplify complexity and build confidence throughout the booking journey.
As travel retailing becomes more dynamic and personalized, consumers are signalling that more choice is not always better. Travelport's Traveler Confidence Survey shows that travelers want clearer pricing, simpler comparisons and AI-powered tools that reduce booking stress, not add to it. The findings highlight a growing opportunity for the travel industry to use modern retailing technology to simplify complexity and build confidence throughout the booking journey.
01
Choice without clarity is creating confusion
69% of consumers feel overwhelmed by online travel options at least sometimes.
Travelers value choice, but too much choice can create confusion. 69% of consumers say they feel overwhelmed by the number of travel options available online at least sometimes, including 36% who feel overwhelmed often or always.
02
When booking becomes difficult, travelers walk away
Nearly half of consumers (46%) say that they have abandoned a booking because the process became too complicated or time-consuming. This highlights a clear business impact for the travel industry. When travelers struggle to compare options or understand what they're buying, bookings can be lost altogether.
For airlines, online travel agencies and travel sellers, delivering clear, intuitive and transparent shopping experiences can play an important role in helping travelers understand value and move more confidently from search to purchase.
03
AI has potential, but trust is key
53% of consumers say they would trust an AI-powered tool or agent to recommend the best flight.
More than half of consumers (53%) say they would trust an AI-powered tool or agent to recommend the best flight based on their preferences, while the remaining 47% say they may be open to doing so.
At the same time, 72% say booking travel through AI creates some level of stress or anxiety, with concerns focused on getting the best price, booking the wrong details or having too much choice.
For the travel industry, this shows the importance of pairing AI with trusted content, transparent pricing and accurate recommendations. As AI becomes a bigger part of the shopping journey, its value won’t necessarily be measured by how many options it presents, but by how effectively it helps travelers make confident decisions.
04
AI adoption is still taking shape
54% say they are not using AI for travel-related needs.
While AI is gaining attention across the travel industry, consumer adoption is still in the early stages. More than half of travelers (54%) say they are not currently using AI for travel-related needs.
Among those who are, 32% use AI to research prices and travel options, while only 8% use it to complete a booking. This suggests that while travelers are becoming more comfortable using AI to support trip planning, a trust and confidence gap remains when it comes to making a final purchase.
For travel providers and sellers, the findings point to an opportunity to demonstrate how AI can deliver practical value, helping travelers save time, compare options and make more informed decisions.
05
Travelers want clarity, not complexity
When asked what would most improve the flight booking experience, 61% of consumers selected clearer pricing as their top priority.
The finding reinforces a consistent theme throughout the research: travelers want to understand exactly what they are buying and what they are paying for. While personalization and tailored recommendations remain important, pricing transparency has a greater impact on travel bookings.
For airlines, travel agencies and travel sellers, presenting pricing clearly and consistently can help travelers compare options more easily and make purchasing decisions with greater confidence.
06
Travelers don’t like surprises at checkout
32% say the most frustrating part of booking is add-ons and fees.
Add-ons and fees are the biggest source of frustration during the booking process, according to 32% of consumers. A further 25% say comparing fares and offers is the most frustrating part of booking, while 21% struggle to understand what is included.
The research suggests that travelers are looking for more than competitive pricing. They want to understand the full value of what they are purchasing and compare options without having to interpret complex fares or unexpected extras. Presenting offers in clear and consistent ways can help travelers make informed decisions and book with greater confidence.
07
Social platforms are influencing travel research
58% say they would not book a trip through platforms like Tik Tok or Instagram
While 58% of consumers say they would not book a trip through platforms such as TikTok or Instagram, 21% would use social media to research a trip before booking elsewhere.
A further 21% say they would consider booking through a social platform or have already done so. While booking behaviour remains centred on established travel channels, social media is already influencing how travelers discover and research travel, even if most are not yet comfortable completing a booking there.
The travel industry is entering a new era where travelers can ask for exactly what they want in natural language and expect instant recommendations, but our research shows that consumers don’t just want more options — they want clarity and confidence. The challenge isn’t a lack of choice; it’s helping travelers navigate an overwhelming amount of information. AI has enormous potential to simplify that process, but only if it’s connected to trusted, accurate travel content and designed to make decisions easier. The future of travel retail belongs to companies that can transform complexity into simplicity.
Fahim Khan | SVP Product at Travelport
About the research
The Travelport Traveler Confidence Survey, commissioned by Travelport and conducted by Dynata, surveyed 1,000 U.S. consumers to better understand how travelers research and book trips in an increasingly complex retailing environment.