Half of us use artificial intelligence (AI) to find travel tips, but when Swedes plan vacations, we mostly trust experts.
Apollo’s recent travel survey* from January 2026 shows that 45.3% of % use AI to get concrete travel tips, such as restaurants and attractions, while 35% of % use the technology to find new destinations. Yet only 7.6% of % fully trust the recommendations.
– «AI can give you a list of hotels or destinations, and make good suggestions for daily programs and experiences, but it cannot assess quality, safety or tailor the human experience. Several have also experienced that the tips are not always correct, which explains the low trust,» says Martina Krantz, press officer at Apollo.
Greatest trust in tour operators
When it comes to who Swedes actually trust, tour operators and their experts top the list with 54.3% of the votes. Traditional media comes in second with 12%, while AI and influencers are far behind with 7.6% and 7.4% respectively.
The numbers show a clear contrast: while AI inspires and becomes more integrated into planning, it does not replace the expertise of travel experts and the organizers offers. The experts help people navigate complex choices: which destinations are suitable for families with young children, where to find peace and local culture, and how to combine price and experiences without compromising safety. They can also tailor advice to the individual's wishes and needs - something AI has not yet mastered.
– «Planning a vacation can feel overwhelming, but that's where the experts come in. They know the places, the culture, and the little details that make the experience unique. With tailored advice, you can experience your vacation in the way that suits you best – without missing out on what really matters,» says Krantz.
Key figures from the survey:
- 54.3 % trusts travel experts and organizers the most
- 12 % trusts traditional media the most
- 7.6 % trusts AI the most
- 7.4 % trusts influencers the most
- 45.3 % uses AI to find concrete travel tips
- 35 % uses AI to find inspiration for travel destinations
*The survey was conducted by Inqvita on behalf of Apollo in January 2026 and included over 1,000 respondents aged 18–70.
