In a world buzzing with AI, you would expect the most digitally native generation to fully embrace automated travel agents. Yet, surprisingly, many Gen Z travellers are choosing a more hands-on approach, proving the human touch is far from obsolete.
A Counterintuitive Trend
Recent
studies reveal a fascinating paradox: Gen Z, the generation raised on smartphones and algorithms, is the most skeptical about using AI for travel. A September 2026 survey from Squaremouth found that only 38% of Gen Z respondents felt AI was integral to their travel experience, compared to over half of Millennials and Gen Xers. Similarly, a Contiki survey noted that while many Gen Z travellers use AI for initial research, like finding discounts (60%) or local activities (56%), a staggering 77% had not used it for any actual planning, and only 7% would trust it to book a whole trip for them. This signals a clear distinction; they see AI as a supplementary search tool, not a decision-maker.
The Quest for Authenticity
At the heart of this trend is a deep-seated desire for authenticity. Gen Z travellers aren't just looking for a vacation; they are seeking transformative experiences and genuine connections. They crave the feeling of discovering a hidden gem on their own, not being served the same popularised itinerary as everyone else. This generation is wary of overly commercialized or 'influencer-washed' content and fears that AI recommendations might lead to generic, tourist-trap experiences. They want to feel like a local for a day, which requires a level of nuance and personal curation that many believe current AI tools can't provide. The goal is a trip that feels impossible to replicate—a story, not just a checklist.
Joy in the Journey of Planning
For many younger travellers, the planning process isn't a chore to be automated away; it's an integral and enjoyable part of the adventure itself. Piecing together an itinerary from various sources—TikTok videos, blog posts, friends' recommendations, and Google Maps lists—builds anticipation and a sense of ownership over the trip. This meticulous manual curation allows for spontaneity and a deeper personal connection to the destination before even leaving home. Travel is seen as a major, non-negotiable expense, and Gen Z wants to ensure their investment leads to meaningful memories, not just a seamless booking process. The process of discovery is part of the value.
The Human-Curated Digital Toolkit
This preference for manual planning does not mean Gen Z is anti-technology. On the contrary, they are expert digital curators. Instead of relying on a single AI agent, they assemble their plans using a diverse toolkit. TikTok has become a primary engine for discovery, with nearly half of Gen Z travellers citing it as a source of inspiration. They stitch together insights from video clips, user reviews on Reddit, and local creators to build a plan that feels both unique and vetted by real people. They use technology as an enhancement for their own research, valuing it for inspiration and validation rather than handing over full control.
Trust Remains the Final Hurdle
Ultimately, the reluctance to fully embrace AI planners boils down to trust. Despite growing adoption, a Squaremouth report highlights that only about 17% of travellers have high or complete trust in AI for making purchases or handling payments. Gen Z is particularly skeptical. They want tools that explain options and provide summaries, not make decisions for them. They prefer to book directly with airlines and hotels to maintain control. For a generation that prioritizes purpose-driven travel and authentic cultural immersion, the risk of an algorithm misinterpreting their nuanced desires for a 'perfect' trip is still too high. They'd rather trust their own meticulous research.
