Icelandair survey finds AI tourism facing backlash as consumer sentiment sours
Icelandair has published industry research findings about the pervasive impact AI has had on the travel and tourism industry, with more than three out of every four respondents sharing that they worry about fake or AI-generated reviews when researching travel destinations, services, and experiences. Further accenting the issue, 33% of respondents felt they have been deceived by travel listings due to edited or misleading imagery.
“We believe real experiences, captured by photographers and locals, resonate more with travelers and help set accurate expectations compared to something that has been created by AI,” Bogi Nils Bogason, CEO of Icelandair, said in a statement. “While this type of technology certainly has a place in the industry, it’s crucial to preserve the human element of travel and encourage in-person exploration, because nothing can beat the real thing.”
In Iceland, for example, “what you see is what you get,” he added. “Authenticity and transparency are fundamental elements of our culture, and our aim is to lead the way in showcasing its real, authentic beauty – helping travelers make informed and confident decisions.”
With AI playing an increasingly prominent role in the tourism industry, Icelandair is highlighting the potential downsides of relying too heavily on online information and images when booking trips. 56% of U.S. travelers agree that the use of AI-generated images in marketing makes them more hesitant to trust a listing, and many are calling for a return to real, genuine imagery.
Other key takeaways from the survey finding include:
- Only 19% of travelers would still book trips, services, accommodations, or experiences if they knew the main promotional images were AI-generated
- 48% of respondents said reviews that are “too good to be true” are no-go’s when evaluating travel listings
- When it comes to using AI to help you plan your trips, 12% of Americans use AI chat tools to develop itineraries or inspire travel
- 16% of respondents in the U.S. feel that destinations should be allowed to use AI to enhance their marketing and tourism, while 52% feel it should not be allowed
Following the results of this research, and at a time when AI and digital manipulation are becoming increasingly prevalent, Icelandair is taking a stand for unfiltered experiences that showcase the breathtaking beauty and resilient spirit of Iceland.
Icelandair has sent open letters through billboards, digital, social and print media channels to AI companies, encouraging them to stop making misleading images of Iceland and instead showcase the authentic beauty of the country through real imagery and real-life experiences.
The airline is offering a special package that lets consumers experience the country as it truly is. Details about the package can be found here.
Click here to learn more about the “This is not AI” campaign or follow Icelandair on social media.
