Published on 15 October in New York, the survey found that 63% of respondents would use AI to monitor hotel room-rate reductions. Another 56% would use the technology for real-time translation.
By comparison, 44% would use AI to plan their itinerary, while 41% would use it to personalize their room. Overall, 57% said they would rather retain control of their trip than delegate decisions to AI acting on their behalf.
Travelers distinguish between practical tasks and personal choices
The findings indicate different levels of acceptance depending on the task. Price alerts and translation focus on speed and accuracy, while itinerary planning and room configuration involve individual preferences.
The survey also examined the types of information travelers would allow AI to use. Respondents expressed greater comfort with information they had knowingly shared with hotels than with data collected about them through other channels.
Specifically, 61% were comfortable with AI using stated preferences, while 56% accepted the use of previous stay history. The figures fell to 43% for online behavior and 34% for external and social data.
Data transparency influences adoption across markets
Comfort with shared information was highest in the United States, where 63% of respondents were comfortable with AI using their previous stay history.
The findings distinguish between information provided directly by guests and information inferred or collected through other sources. The survey examined how these differences relate to travelers’ willingness to use AI-powered hospitality services.
Differences emerge across European markets
Across all surveyed countries, travelers showed less willingness to use AI during their stay than when using it to plan ahead.
UK respondents placed the least importance on personalization during a stay, at 30%, compared with a survey average of 40%.ν Italy and Spain recorded the strongest positive responses to AI. In Italy, 58% of respondents expected check-in without a front desk, compared with an average of 42%. Italian travelers also showed the strongest optimism about AI’s role in five years. The figure reached 51%, against a survey average of 39%, making Italy the only market significantly above that average. Spain recorded the highest overall positive attitude towards AI, at 58%. Italy and Spain were the only countries significantly more positive than the rest of the surveyed sample.
Mews outlines its approach to AI in hospitality
“Guests have told us where AI helps, and where it doesn’t,” said Josef Starýchfojtů, CPTO of Mews. “Having clever technology is great, but firstly, we should know whether guests want a task done for them or want to be part of it. Get that wrong and even good AI feels intrusive. We’re building for human hospitality: technology handles the mundane, repetitive admin, and hotel teams have more time for their guests.”
The survey’s findings cover AI applications in price tracking, translation, communication, itinerary planning and room personalization. They also examine travelers’ preferences regarding data use and their willingness to delegate decisions during the guest journey.
This survey took place in July 2026 and covered 3,250 travelers across France, Germany, Italy, the Netherlands, Spain, Sweden, the UK and the US.
Tags:Josef Starýchfojtů, Mews
