Qlik’s new YouGov survey of travellers across Singapore, Japan, Australia and India has revealed that only 11% of residents of these markets actually trust AI more than people. Moreover, only one in four travellers wants personalisation but refuses to share data.
“APAC travellers just gave every C-suite the AI playbook: reward people with prediction and savings, and never remove their agency,” said Mike Capone, CEO of Qlik. “Travellers will share searches and budgets when the benefit is clear, but they shy away from anything that edits plans without consent.”
Traveller preferences
In Singapore, travellers want planning tools, but the majority (63%) still prefer control, rejecting automatic rebooking or changes in reservations without confirmation.
In India, travellers are the most open to sharing planning data and are most optimistic about AI. Data reveals a hybrid trust mode: one in five say AI is more trustworthy than people, but travellers still prefer a human recommendation in the final step.
Data showed that Japan is the most privacy-protective market, with only 31% willing to share data.
On the other hand, travellers in Australia are price-driven and will share search data, but remain cautious about suggested destinations and automation, such as rebooking.
Gaining travellers’ trust
Qlik posits that businesses across the region must prove utility before asking for data to gain travellers’ trust.
Moreover, they should lead with prediction and budgeting features that surface clear savings, then layer in permissions.
It is also essential to design with consent in mind, such as notifying users, showing exact change, asking for confirmation before execution, and offering a one-tap undo option.
Moreover, Qlik urges businesses to explain recommendations to help customers better understand their options.
“Trust only comes when systems are explainable, auditable and tied directly to measurable value. Companies that respect trust and choice will earn loyalty at scale,” added Capone.
