Even as artificial intelligence (AI) continues to make strides across industries, it seems people continue to rely on human assistance, especially when it comes to the travel industry. A new survey by data analytics company Qlik has found that Indian travellers, though happy to use AI for travel planning, they still depend on people when it comes to making final decisions.
Qlik Travel Survey revealed that 41 per cent of Indian travellers trust people more than AI when making travel choices. Only 26 per cent seem to be placing greater trust in AI systems. The findings highlight India’s unique travel landscape where service quality and reliability outweigh price or convenience.
As many as 46 per cent of respondents said that better service was their top priority against 37 per cent who emphasis on deals or discounts. Another 46 per cent said that they valued time-saving tools, highlighting how Indian consumers opt for personalised support against generic automation.
“Indian travellers are clear: they’ll use AI to plan smarter, but final trust rests with people. For travel providers, the lesson is simple – deliver transparency, respect data boundaries, and combine AI with dependable service,”said Maurizio Garavello, SVP, Asia Pacific at Qlik.
Moreover, the survey also revealed that data privacy and control remain key concerns. While 52 per cent of respondents said that they are comfortable sharing budget details to receive personalised recommendations, only 30 per cent admitted that they are willing to share live location data. On the other hand, AI-driven flight rebooking ranked lowest in preference.
Similarly, when compared to respondents in Australia, Japan, and Singapore, who prioritise upgrades and discounts, Indian travellers focus on trust and service. According to the report, this is owing to India’s fast-digitising but fragmented travel ecosystem where seamless experiences are largely dependent on human support.
“The future of travel in India isn’t about replacing people with technology,” Garavello added. “It’s about using AI responsibly to enhance planning while ensuring travellers feel supported, protected, and in control.”
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The research, conducted by YouGov on behalf of Qlik between August 25 and 28, 2025, gathered responses from adults aged 18 and above across India, Singapore, Japan, and Australia.
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