Major new survey reveals European travellers are keen to use AI to support with bookings but are not ready to transition to an entirely fully AI automated process

London, 22 May 2026 – A survey of more than 14,000 adults, commissioned by a&o Hostels, the largest hostel chain in Europe, has revealed shifting attitudes towards the acceptance and use of artificial intelligence when booking travel. Market research firm YouGov surveyed respondents across 12 European countries regarding their booking behaviour.

The findings highlight a clear preference for AI-assisted support over complete automation:

• 56% of respondents value AI for providing recommendations and comparisons.
• 52% appreciate the technology for its time-saving benefits.
• 59% – the clear majority – are not yet ready to accept fully AI-driven booking processes.

Phillip Winter, Chief Marketing Officer (CMO) at a&o, believes these results validate the company's approach of delivering added value through assistance: "We are focusing on a human-AI partnership, ensuring technology is used to provide efficient, practical support for our guests."

The survey findings are driving the expansion of virtual and voice assistants, such as voicebots for booking hotlines, and the further optimisation of website content for Large Language Models (LLMs). AI-powered search, content generation, and booking processes are already giving a&o Hostels a distinct competitive edge. These AI tools create tailored content for specific target groups, enhancing landing pages and personalised messaging throughout the customer journey.

In the booking process, a&o relies on assistive AI, such as chatbots and dialogue-based interfaces, to guide users step-by-step and answer questions in real time. Personalised offers, alongside dynamic pricing and availability displays, ensure guests receive bespoke solutions. Beyond guest services, AI is being successfully deployed across other operations; for instance, fully automated robots are now used to clean high-traffic areas.

"The results of our survey clearly validate our approach: we are consistently driving forward the use of AI as a supporting tool. Our focus is on reducing repetitive tasks, thereby creating more space for genuine, high-quality guest service. AI serves as a powerful engine for both innovation and company growth”, added Winter.

Using Survey Insights to Build Trust

The representative survey was conducted in February and March 2026. Alongside clear expressions of approval or disapproval, the high volume of "don't know" responses (e.g. stating “AI doesn’t meet my needs”) suggests lingering scepticism and a lack of familiarity with the technology.

Phillip Winter added: "This indicates that greater transparency and education can be leveraged to increase consumer confidence. As an industry innovator, a&o is committed to championing greater transparency, which in turn will foster deeper trust and acceptance of artificial intelligence."