Swedes have quickly embraced AI as part of their travel planning. A new Sifo survey from TUI shows that one in three Swedes uses AI when planning their vacation.
The survey conducted by Kantar Media on behalf of TUI shows that it is most common to ask AI for help with planning activities during the trip (10 percent), finding restaurants, bars and cafes (7 percent) and finding suitable travel destinations (6 percent).
“We were somewhat surprised that the differences between the age groups were so small. However, the areas of use differ slightly. Young people prefer help with packing lists, while middle-aged people use it for translation assistance,” says Dian Martinez Valencia, communications manager at TUI.
Makes traveling easier – but requires source criticism
AI has quickly become a natural part of the planning process, making it easier for travelers to find inspiration based on personal preferences, compare options, and get advice in real time. At the same time, the travel company advises Swedes to always fact-check the information from AI summaries and assistants.
– Generative AI retrieves information from many different sources online. However, as the global situation can change quickly, it is important to always double-check that the information is up-to-date, especially when it comes to visa and vaccination requirements, baggage rules and the like. Ultimately, it is the traveler's responsibility to be correctly informed, says Dian Martinez Valencia, communications manager at TUI.
Top 5: How Swedes use AI in their travel planning
1. To plan activities during your stay (e.g. excursions, attractions)
2. To find restaurants, bars and/or cafes
3. To find destinations that suit your needs
4. For language assistance during the trip (e.g. translating menus)
5. To find the best way to get around (e.g. public transport and taxi, how to pay)
About the survey
The survey was conducted in Kantar Media's Sifopanel via an online survey and with a representative sample. A total of 1,071 people aged 18–79 participated in the survey. The survey was conducted on September 22-24, 2025.
Appendix
How do you use AI (e.g. ChatGPT, Copilot, Gemini) when planning or on a trip? Multiple answers possible
| Total N = 1071 | |
| Yes (net) | 32 % |
| To find travel destinations that suit my needs | 6 % |
| To compare prices between different booking platforms and services | 3 % |
| To find/compare hotels | 3 % |
| To create packing lists | 4 % |
| To find the best way to get around (e.g. public transport and taxi, how to pay) | 6 % |
| To check travel requirements (e.g. visa and/or vaccination requirements) | 3 % |
| To check local information (e.g. power outlets, local customs, mobile roaming, currency) | 5 % |
| To check the weather | 2 % |
| To find restaurants, bars and/or cafes | 7 % |
| To plan activities during your stay (e.g. excursions, attractions) | 10 % |
| For language assistance during your trip (e.g. translating menus) | 6 % |
| For budgeting and/or expense overview | 2 % |
| For assistance with problems (e.g. lost luggage, contact embassy, airline, tour operator) | 3 % |
| None of the above | 11 % |
| I have never used AI to plan/during a trip | 62 % |
| Don't know | 6 % |
