Travelers Prefer AI for Hotel Rate Tracking, Not Trip Planning: Mews Survey
A new Mews survey of 3,250 travelers found that guests are more comfortable using AI for practical tasks than personal travel decisions.
Survey Highlights
- 63% would use AI to track hotel room rates.
- 56% would use AI for real-time translation.
- Only 44% would trust AI to plan their itinerary.
- Just 41% would use AI to personalize their hotel room.
Control Over Personal Travel Decisions
- 57% of travelers prefer to remain in control of their trip rather than letting AI make decisions on their behalf.
- Travelers see AI as a tool for handling administrative tasks rather than managing personal experiences.
Trust in Data Usage
Travelers are more comfortable when AI uses information they have intentionally shared:
- 61% support AI using their stated preferences.
- 56% are comfortable with AI using past stay history.
Lower comfort levels were recorded for:
- 43% for online behavior data.
- 34% for external or social media data.
Regional Insights
- United States: Highest comfort level with AI using past stay history (63%).
- Spain: Most supportive of AI when data transparency and control are provided (72%).
- Italy: Most enthusiastic about AI-powered hospitality experiences.
- 58% expect hotel check-ins without a front desk.
- 51% are optimistic about AI's role in travel over the next five years.
- United Kingdom: Least interested in in-stay personalization (30%, compared to a 40% average).
Industry Perspective
Josef Starýchfojtů, Chief Product and Technology Officer (CPTO), Mews
- Said travelers have clearly identified where AI adds value and where they prefer human involvement.
- Emphasized that hotels should use technology to handle routine administrative tasks, allowing staff to focus on guest interactions and personalized service.
Implications for Hoteliers
Use AI for:
- Rate monitoring
- Language translation
- Instant guest communication
- Repetitive administrative tasks
Keep human interaction central to:
- Guest experience design
- Personalized recommendations
- Service moments that require empathy and judgment
Key Takeaways
- Most Popular AI Use: Hotel rate tracking (63%)
- Second Most Popular: Real-time translation (56%)
- Least Preferred: Room personalization (41%)
Core Insight: Travelers welcome AI for convenience and efficiency but prefer to retain control over personal travel decisions and experiences.
Survey Scope
- Conducted in July 2026.
- Surveyed 3,250 travelers across France, Germany, Italy, the Netherlands, Spain, Sweden, the UK, and the US.
