by Jen Mallia
Last updated: 10:50 AM ET, Fri October 2, 2026
Research conducted by small-group adventure tour operator, Explore Worldwide shows that travellers want expert travel planning advice, and that expertise is far more important than endless AI-generated suggestions.
Data from the “Made by Humans” report indicates that overall, people want guidance from a professional, and that first-hand experience is an asset. 78 percent of respondents report they are more likely to book a trip designed by someone with firsthand destination experience and 58 percent say it’s very/extremely important that an itinerary was created or reviewed by someone who has actually visited the destination.
"The research shows us that people are seeking a balance between at-their-fingertips digital tools and trusted human expertise," says Katy Rockett, Explore Worldwide's Regional Director of North America.
When it comes to relying on AI, many travellers would rather not. Only 11 percent of travellers aged 50+ said they are “very confident” using AI to choose a destination and book a vacation. Among the drawbacks cited, 51 percent of those hesitant about AI are specifically worried about inaccurate information and 39 percent say AI recommendations feel too generic.
Travel advisors can really show their value to clients who want authoritative advice on what to choose. AI may be good at generating suggestions in some cases, but that isn’t actually what travellers want. According to the Explore Worldwide report, 42 percent of respondents say they find comparing travel options overwhelming and 26 percent have chosen a more familiar destination simply because planning felt like too much work.
While AI resources are becoming more sophisticated and may have their place, they can’t replace travel advisors when it comes to travel planning and giving clients confidence. 92 percent of travelers who have used a vacation-planning professional say it was helpful. As one commenter summed up: "Bots don’t actually travel."
Explore Worldwide has launched its Made by Humans online hub to highlight the people behind the adventures, giving prospective travellers the opportunity to get to know the experts whose knowledge, passion and first-hand insights help bring destinations to life.
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