Australians hesitant on AI for travel, report reveals

SiteMinder has unveiled the findings from its latest Changing Traveller Report, highlighting modifications in traveller habits and Australia's unique stance on artificial intelligence in the travel industry.

The report, which surveyed over 12,000 travellers from 14 of the world's major tourism markets, including Australia, presents a clear picture of shifting travel trends and expectations. The study emphasises a marked reluctance among Australians to embrace AI during the travel planning stages, with only 32% of respondents expressing openness to using AI for accommodation research. This figure significantly lags behind the acceptance rates recorded in Asia and Latin America.

The report underscores that Australian travellers, along with those from Canada and Germany, display the highest levels of hesitation when it comes to implementing AI in their travel planning processes. This sentiment extends to various hotel services, with a considerable proportion of Australians preferring human interaction for roles such as cooking (56%), bartending (43%), and spa treatments (44%). Furthermore, 40% of Australians are averse to machine involvement in check-in or concierge services.

Globally, only 12% of travellers support the complete automation of hotel functions by the year 2025. This percentage dips to 10% within the Australian context, suggesting a strong preference for the human touch in hospitality services.

Despite this hesitance towards AI, technology is playing a crucial role in shaping the travel preferences of the so-called 'everything traveller'. SiteMinder's report indicates that nearly half of Australian travellers begin their accommodation search with Google, while 14% utilise online travel agencies such as Booking.com. Notably, younger demographics, particularly one-fifth of Gen Z, are twice as likely as Millennials and Gen Xers to use social media as a resource in this phase.

In terms of booking methods, 35% of Australian travellers resort to using websites or apps for their arrangements, mirroring the same percentage of those who book directly with accommodation providers. This direct booking trend is, however, surpassed only by the United States, where 37% of travellers prefer booking directly.

Australians prioritise location (65%), a secure and easy payment process (55%), and guest reviews (45%) when choosing accommodations. However, concerns over website security have led nearly one-fifth (19%) to abandon bookings, while 18% found the booking process excessively complicated, prompting them to discontinue their reservations.

Key findings from the report suggest that preferences for modern travel amenities are particularly pronounced among Gen Zers and Millennials. These younger travellers are more likely to work remotely during their travels, with figures rising to 51% for Gen Zers and 42% for Millennials. Additionally, there is a strong inclination towards demand-based pricing and sustainable travel options, with significant majorities willing to pay more for eco-friendly stays.

Bradley Haines, Regional Vice President of Asia Pacific at SiteMinder, commented on these emerging trends: "Travellers are looking for the right balance of simple, streamlined and personalised experiences that also make meaningful memories they can hold on to. For many travellers, that means having technology available that reduces the more time-consuming or administrative sides of travel, while still ensuring there is human connection and the opportunity to make new friendships with people they meet along the way."

"The rise of the 'everything traveller' is an exciting shift, giving hotels the chance to thoughtfully integrate technology while still delivering authentic, service-driven experiences that resonate with their guests."