Hilton report: 70% of travelers trust hotel staff for itinerary planning
According to Hilton's 2027 Trends Report, 70% of travelers prefer a hotel staff member for personalized itinerary planning, while only 22% prefer artificial intelligence.
Hilton has released its 2027 Trends Report. In a survey of 3,250 participants, 70% of travelers said they trust hotel staff for personalized itinerary planning, while only 22% prefer artificial intelligence. The company calls this the "travel trust equation."
In the same survey, 89% of participants said they support artificial intelligence working "behind the scenes" — meaning technology can speed up processes, but it should not stand in front of communication with the guest.
The source also references Expedia Group's research: 53% of travelers are comfortable with artificial intelligence suggestions, but 66% do not trust it when making a purchase. According to Skift, only 24% trust artificial intelligence recommendations, while 43% say they are tired of it.
These figures are a concrete signal for the hotel industry: artificial intelligence tools create value in reservations, pricing and operational tasks, but the role of a live employee who answers the guest's questions about itineraries, neighborhoods and local cuisine does not diminish. Hotels that entrust the concierge function to a team with local knowledge gain an opportunity to stand out.
For hotels in Baku and the regions, this means that when investing in digital tools, the goal should not be to reduce touchpoints with the guest, but to empower the employee — for example, by equipping the front desk team with city itineraries and local recommendations.