Mews survey: travelers trust AI to track hotel prices but not to plan itineraries

A survey by Mews of 3,250 travelers from eight countries showed that 63% use AI to track hotel prices and 56% for translation, but only 44% are willing to trust it with itinerary planning. Respondents are reserved about the use of online behavior and social media data, while they readily allow stated preferences and stay history to be taken into account.

Sardor QodirovFirst published on tafs uz 19 October 2026 at 16:142 min read

The key facts

63% of travelers use AI to track hotel prices, 56% for translation; only 44% would trust AI with an itinerary
Consent to data use: online behavior — 43%, social media — 34%, stated preferences — 61%, stay history — 56%
Italians are the most optimistic about AI's role in five years (51% vs 39% on average), Spain has the most positive attitude toward AI (58%)

What the survey showed

Mews, a developer of software for managing accommodation properties, surveyed 3,250 travelers from France, Germany, Italy, the Netherlands, Spain, Sweden, the UK and the US. The results, reported by Euronews, show that despite the widespread adoption of AI in the travel industry — from AI reviews and chatbots to influencer recommendations — willingness to trust the technology has limits: only 44% of travelers said they would let AI plan their itinerary.

Popular use cases

According to the survey, AI is most often used to track hotel prices — 63% of travelers do so. Instant translation comes second (56%).

Attitudes toward data use

Respondents have different attitudes toward data collection for personalization. 43% of respondents agree to the use of data about their online behavior, while only 34% agree to social media data. At the same time, travelers generally do not object to AI taking into account stated preferences (61%) and the history of past hotel stays (56%).

Differences between countries

The level of comfort with using AI differs noticeably from country to country. Italian tourists are more likely than others to view AI's role over the next five years with optimism — 51% versus an average of 39%. The most positive attitude toward AI overall was recorded in Spain (58%).

Mews' position

Mews Chief Product and Technology Officer (CPTO) Josef Starychfojtu noted: “Having smart technology is great, but first and foremost we need to understand whether guests want the task done for them or prefer to be part of the process. Get this wrong, and even good AI will come across as intrusive.” According to him, the company builds technology for a human-centered hospitality industry: “technology takes over routine, repetitive administrative work, leaving hotel teams more time for guests.”