AI in Italian Travel Planning: Growing Use but Human Touch Still Preferred
Survey reveals 60% of Italians find human advisors more reassuring than AI chatbots for travel advice, despite increasing AI adoption, especially among families.
Quick Look
- An Evaneos survey shows AI use in Italian travel planning is growing, particularly among families.
- However, 60% of Italians still prefer human travel advisors over AI chatbots, citing reassurance as a key factor, though cost is a significant driver for AI adoption.
AI-generated summary
Why It Matters
A survey conducted by Evaneos, a digital platform for tailor-made travel, explored the use of Artificial Intelligence in travel planning among Italians. The survey involved 1,000 participants aged 14 and above.
The use of artificial intelligence in travel planning is spreading among Italians, although families continue to value human consultation. Six out of ten people consider the advice of a professional more reassuring than the suggestions of a chatbot.
This finding comes from a survey on the use of AI in tourism, conducted in the first decade of March by Evaneos, a digital platform for tailor-made travel. The survey involved a sample of one thousand Italians aged 14 and over, divided among families with children (50%), couples without children (25%), and singles (25%).
According to the research, families with children represent the cluster most accustomed to using AI: 35% state they have already experimented with a chatbot to plan their trips, compared to 28% of couples without children and singles.
The reasons cited primarily relate to time savings (42% of respondents), the possibility of a quick overview of offers (34%), and inspiration for new travel ideas (33%). The cost factor is also significant, considered decisive in the choice between AI and consultation by 66% of respondents (73% among families).
What to Watch
AI outlook — possibilities, not facts
The travel industry will see a rise in hybrid models, combining AI-powered planning with human expert consultation.
Very likely · Within months
Travel companies will invest more in AI tools to offer personalized travel suggestions, focusing on time and cost savings.
Likely · Within months
Families with children will continue to be the primary adopters of AI for travel planning due to perceived efficiencies.
Likely · Within months
Open Questions
- What specific AI tools or chatbots were used by respondents?
- What are the long-term implications for travel agencies and human advisors?
- How does the preference for human advisors vary across different age groups within the 14+ sample?
