Just 10% of travel buyers currently trust AI recommendations

Business Travel Show America research suggests AI best used for admin tasks

Just 10% of travel buyers currently trust AI-generated recommendations for support with bookings, itineraries and travel policies, according to new research.

Findings from a study by Business Travel Show America also found that only 10% of buyers also currently use AI-enhanced dynamic pricing insights to help make better purchasing decisions, and only a further 30% plan to in the next 12 months.

The survey asked corporate travellers and travel managers how they would like to see AI improve their lives over the next year.

A quarter (25%) said they would like AI to better automate routine administrative tasks to free up time for strategic planning of travel programmes.

Some 23% wanted to see AI provide real-time updates and proactive solutions for travel disruptions such as cancellations and delays.

One in five (21%) said AI could improve data-driven insights to better optimise travel budgets and policies.

And 14% said enhancing personalisation of travel itineraries based on individual traveller requirements was an area AI could help with.

Streamlining expense management was seen as a good use of AI by 7% of respondents, as was more efficient reporting.

Steve Clagg, a corporate travel technology consultant and one of the judges of the Business Travel Show America’s Innovation Faceoff award, said: “The corporate travel sector is currently experiencing a period of unprecedented evolution, whereby competitive advantage is set to be largely dominated by understanding and application of AI and its capabilities.  

“The core inefficiencies that many travel buyers and managers are faced with on a daily basis - manual workflows, fragmented data and systems, poor compliance oversight, and limited operational visibility - aren't just inconveniences, they are very real and present barriers to building efficiency and likewise adopting a more strategic approach to programme, policy and budget management.  

“AI is reshaping travel in distinct ways. Agentic AI reduces manual workload by autonomously managing tasks like rebookings, policy checks, and expense exceptions. Generative AI enhances communication and clarity, delivering real-time, personalised updates and simplifying complex information for travellers and managers alike.

“Together, they create efficiency, improve compliance, and elevate the overall travel experience. However, the success of AI is determined just as much by human input as the data it uses.

“Corporate travel managers need to invest in their own training and understanding to develop their own internal AI literacy and trust so that they will then be better enabled to improve traveller experience, enhance compliance monitoring, strengthen risk   management protocols, and establish more robust budget management.”

The inaugural Business Travel Show America takes place at Javits Center, New York, on 15-16 October, with more than 100 exhibitors including TMCs, airlines, hotels and travel technology providers. It includes a panel session on ‘AI in action’.