In a world where AI can write a song, design a building, and plan a party, you’d assume the most online generation would let it book their holidays. But in a surprising twist, Gen Z is pumping the brakes, often favouring a more human touch.
The AI Paradox
They are the
generation of TikTok, born with smartphones in their hands, yet when it comes to the high-stakes world of travel planning, many Gen Z-ers are showing a surprising level of skepticism toward artificial intelligence. While you might expect them to fully embrace AI-powered trip planners, recent data reveals a more complex relationship. A 2025 survey from travel brand Contiki found that while many young travellers use AI for inspiration—like finding local activities (56%) or hunting for discounts (60%)—a staggering 77% had not used AI for any actual travel planning. Furthermore, only 7% said they would trust an AI to book an entire trip on their behalf. Another recent study from September 2026 revealed Gen Z is the most AI-skeptical generation, with 31% strongly disagreeing that AI is integral to their travel experience. This reluctance isn't a rejection of technology, but a deliberate choice about where to place their trust.
The Trust Deficit
The core of the issue seems to boil down to trust. Travel is an expensive, emotionally charged purchase. A botched flight booking or a disappointing hotel can ruin a long-awaited escape. For many, handing over credit card details and complex itineraries to an algorithm feels like a gamble. One recent study noted that only 16.7% of all travellers have high or complete trust in AI for tasks like entering payment information or buying tickets. Gen Z craves a sense of security and a human connection, especially when things go wrong. They value the expertise and reassurance that a travel agent or even a detailed, self-managed booking process provides. It’s the difference between an AI chatbot giving a generic response to a cancelled flight and a human agent who can rebook you while offering solutions. For Gen Z, technology is a tool for enhancement, not a replacement for human-guided, personalized experiences.
A Quest for Authenticity
This generation travels not just to see, but to experience and express. Their trips are deeply tied to identity, personal growth, and creating unique memories. The fear is that an AI, trained on mass data, will serve up the same mainstream, algorithm-friendly suggestions to everyone, leading to generic, cookie-cutter holidays. Gen Z travellers are deeply invested in finding hidden gems and authentic local culture—trends they often discover through peer-to-peer platforms like TikTok and Reddit, not polished marketing. They seek out unique stays, family-run restaurants, and off-the-beaten path destinations. The goal is to have a story that is uniquely theirs, not one generated by a machine. This desire for 'existential authenticity'—experiences that feel real and personally meaningful—often requires a level of nuance and understanding that current AI planners can't quite deliver.
Control and Customisation
While AI is great for simple, point A to point B trips, it often struggles with the complexity that defines many Gen Z adventures. Think multi city backpacking trips, spontaneous detours, or highly specific requests tied to niche interests like sustainability or supporting local businesses. A recent report highlighted that booking travel can be overwhelming for Gen Z, with 65% of young Americans finding the process stressful. Rather than handing over control to a black box algorithm, many prefer to meticulously manage the details themselves or work with a human who understands their specific needs. This generation wants to be the one making the important decisions. They want tools that help them understand their options—like plain English summaries of what's covered in a plan—rather than deciding for them. This hands on approach ensures the final trip aligns perfectly with their vision.
The Future is Hybrid
This isn't to say AI has no future in Gen Z travel. The technology is still evolving. While some studies show high skepticism, others indicate an openness to using AI as a powerful research assistant. Nearly 70% of Gen Z respondents in one survey said they use generative AI to plan trips. The consensus is that Gen Z is adopting a hybrid approach. They will happily use AI to discover a destination, compare flight prices, or get ideas for an itinerary. But when it comes to the final, crucial step of booking—committing money and finalising plans—they often revert to more trusted, traditional methods or their own direct booking. The travel brands that succeed with this generation will be those that understand this dynamic, offering AI tools that empower and inform without demanding total control. For Gen Z, the perfect travel planner might just be a combination of a smart algorithm and an even smarter human.
