{"id":302490,"date":"2026-02-02T08:46:41","date_gmt":"2026-02-02T07:46:41","guid":{"rendered":"https:\/\/www.travelreport.se\/?p=302490"},"modified":"2026-02-02T08:46:41","modified_gmt":"2026-02-02T07:46:41","slug":"travel-experts-beat-ai-and-influencers","status":"publish","type":"post","link":"https:\/\/www.travelreport.se\/en\/reseexperterna-slar-ai-och-influencers\/","title":{"rendered":"Travel experts beat AI and influencers"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Half of us use artificial intelligence (AI) to find travel tips, but when Swedes plan vacations, we mostly trust experts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Apollo\u2019s 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.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2013 \u00abAI 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,\u00bb says Martina Krantz, press officer at Apollo.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Greatest trust in tour operators<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">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.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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&nbsp;<a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/sxxly.mjt.lu\/lnk\/BAAACCyXtWcAAAAsTNwAALwRD_4AAAABPLcAAAAAACWB3gBpgE72opqEY5u4QDuiormXidQwwAAjBtw\/3\/4ZPz_k-Qioyw1Xe6y6VVBQ\/aHR0cHM6Ly93d3cuYXBvbGxvLnNlLw\">the organizers<\/a>&nbsp;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&#039;s wishes and needs - something AI has not yet mastered.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2013 \u00abPlanning a vacation can feel overwhelming, but that&#039;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 \u2013 without missing out on what really matters,\u00bb says Krantz.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Key figures from the survey:&nbsp;<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>54.3 % trusts travel experts and organizers the most\u00a0<\/li>\n\n\n\n<li>12 % trusts traditional media the most\u00a0<\/li>\n\n\n\n<li>7.6 % trusts AI the most\u00a0<\/li>\n\n\n\n<li>7.4 % trusts influencers the most\u00a0<\/li>\n\n\n\n<li>45.3 % uses AI to find concrete travel tips\u00a0<\/li>\n\n\n\n<li>35 % uses AI to find inspiration for travel destinations\u00a0<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><em>*The survey was conducted by Inqvita on behalf of Apollo in January 2026 and included over 1,000 respondents aged 18\u201370.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>H\u00e4lften av oss anv\u00e4nder artificiell intelligens (AI) f\u00f6r att hitta\u00a0resetips, men n\u00e4r svenskar planerar semester litar vi mest p\u00e5 experter. Apollos f\u00e4rska reseunders\u00f6kning* fr\u00e5n januari 2026 visar att 45,3\u202f% anv\u00e4nder AI f\u00f6r att h\u00e4mta konkreta&nbsp;resetips, som restauranger och sev\u00e4rdheter, medan 35\u202f% anv\u00e4nder tekniken f\u00f6r att hitta nya resm\u00e5l.&nbsp;\u00c4nd\u00e5&nbsp;litar endast 7,6\u202f% fullt ut p\u00e5&nbsp;rekommendationerna.&nbsp; \u2013\u00a0\u00abAI kan [&hellip;]<\/p>\n","protected":false},"author":25,"featured_media":302491,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[184],"tags":[80,365,83,120,1231,155],"class_list":["post-302490","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-turism","tag-ai","tag-flyga","tag-resor","tag-semester","tag-ticket","tag-turism"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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