Travelport Survey Finds U.S. Consumers Want Greater Clarity and Confidence When Booking Travel
Travelport released findings from its Traveler Confidence Survey, commissioned by Travelport and conducted by Dynata in late June 2026 among 1,000 U.S. consumers aged 18 and older. The survey found 46% of U.S. consumers have abandoned a booking because it became too complicated or time-consuming, and 38% said fewer options would most improve their flight booking experience. Overall, 69% feel overwhelmed by online travel options at least sometimes, including 36% who feel overwhelmed always or often. While 53% said they would trust an AI-powered tool or agent to recommend the best flight, about 72% also feel AI-powered travel booking causes stress or anxiety. Among U.S. consumers using AI for…
Impact and considerations
The confidence gap between AI research and booking revealed by the survey has direct reference value for travel technology procurement and OTA/TMC product design.
Key points
- 46% of U.S. consumers have abandoned a booking because it became too complicated or time-consuming, and 38% said fewer options would most improve their flight booking experience.
- 69% feel overwhelmed by online travel options at least sometimes, including 36% who feel overwhelmed always or often.
- While 53% said they would trust an AI-powered tool or agent to recommend the best flight, about 72% also feel AI-powered travel booking causes stress or anxiety.
- Among U.S. consumers using AI for travel needs, 32% use it to research best prices and options, while only 8% use it to book their final trip.
- Clearer pricing was the top priority for 61% of respondents who named it among their top three improvements, and 32% ranked add-ons and fees as the most frustrating part of booking.
Sources and time
- Primary source
- Travelport
- Other sources
- 0
- First source publication
- 3 Aug 2026, 08:00
- Page published
- 13 Sept 2026, 00:04
- Last updated
- 3 Aug 2026, 08:00
- Original links
- Travelport Press Releases：New Travelport survey finds U.S. consumers want greater clarity and confidence when booking travel (opens in a new tab)Primary source · en · Published 3 Aug 2026, 08:00