- UK travellers show greater comfort with data sharing than their French and German counterparts.
- Fewer than one in four travellers across the three markets largely trust AI-generated travel results.
- Travellers expect transparency and clear benefits before sharing personal information.
The findings come from Phocuswright’s report, Europe’s Trust Economy: Confidence as Travel’s Newest Competitive Advantage. The study surveyed 1,554 leisure travellers across the UK, France and Germany.
Travellers distinguish between data uses
UK respondents showed the greatest comfort with companies storing personal information. Some 45% accepted the storage of travel documents and identity details for faster check-in. Meanwhile, 47% felt comfortable sharing profile and contact details for faster checkout.
However, comfort declined when companies used data for broader personalisation. Only 37% of UK travellers accepted the use of search, browsing and purchase history. The figure fell to 31% in France and 28% in Germany.
These results highlight an important distinction. Travellers appear more comfortable with practical uses that offer immediate benefits. By contrast, less visible personalisation raises greater concerns.
Trust in AI remains limited
The research also points to low confidence in AI-generated travel results. Fewer than one in four travellers in any market completely or mostly trust these results.
Instead, travellers want AI to organise options and explain trade-offs. Nevertheless, they still expect to verify information and compare alternatives. They also want the freedom to override AI recommendations.
Attitudes vary across the three markets. UK travellers show the greatest openness to companies storing their information. German respondents take a more cautious approach to data sharing.
French travellers report the lowest trust across four key planning sources. These include friends and family, travel agents, traveller reviews and YouTube videos. Only 25% trust traveller reviews, compared with 35% in the UK.
Transparency will shape travel technology choices
Pete Comeau, Managing Director of Phocuswright, said: “Fewer than half of European travelers are comfortable with a travel company storing their ID, even though it’s one of the uses they’re most comfortable with. Comfort drops further when the data feeds personalization they can’t see. The rule for travel companies is simple. Ask for data only when the traveler can see what they get back, and show your work when AI makes a recommendation.
“As AI agents start to search and book on travelers’ behalf, the companies travelers trust with their data will be the ones that win the booking. We’ll put that question to the platforms, airlines, hotel groups and investors on stage in Fort Lauderdale next month.”
The findings offer a clear message for travel businesses. Data collection alone will not secure customer confidence. Instead, companies must explain why they need information and demonstrate its value. Furthermore, AI recommendations need transparency if companies want travellers to trust them.
Phocuswright Conference 2026 to examine AI and industry power
The Phocuswright Conference 2026 will take place from 17 to 19 November in Fort Lauderdale, Florida. Its theme is Pressures. Power. Pivots. The programme will examine how AI agents, platform power and control of traveller identity are changing travel. Sessions will explore how consumers discover, distribute and purchase travel. Confirmed speakers include Omri Morgenshtern, CEO of Agoda; Brigit Zimmerman, CEO of Priceline; and Bryan Batista, CEO of Skyscanner.
The speaker line-up also includes John Mangelaars, CEO of Travelport; Matthew Upchurch, chairman and CEO of Virtuoso; Alfonso Paredes of Expedia Group; and Chris Wilroy of Hilton. Evan Konwiser of American Express Global Business Travel will also join the programme. Senior leaders from Google, TikTok, United Airlines and the US Travel Association will participate as well.
Against this backdrop, Phocuswright’s research places traveller trust at the centre of industry discussions. As AI agents gain a greater role in travel planning and booking, companies face growing pressure. They must show consumers how data improves their experience and supports better decisions.
Tags: Pete Comeau Phocuswright
