Singapore – A new survey conducted by YouGov for Qlik has found that travellers in Singapore, Japan, Australia, and India are embracing AI tools that enhance trip planning and reduce costs, while maintaining caution towards automation and data privacy.
The research showed that only 11% of respondents across these markets trust AI more than humans, and around one in four value personalisation but remain unwilling to share their data.
The findings underscore the importance of transparency, control, and demonstrable value in building consumer trust in AI-driven services. Companies in the travel sector and beyond are being urged to show clear benefits before requesting access to user information, ensuring compliance with tightening data protection standards.
“Travellers will share searches and budgets when the benefit is clear, but they shy away from anything that edits plans without consent,” Mike Capone, CEO of Qlik, commented.
He added, “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.”
Regional attitudes towards AI reveal marked contrasts. In Singapore, 63% of respondents reject automatic rebooking systems—where a platform changes reservations without user confirmation—signalling a strong preference for maintaining control and a warning to businesses that removing traveller agency can backfire.
Meanwhile, in India, the highest level of openness to AI was recorded, with many travellers willing to share planning data. However, most still prefer a human touch at the final decision point, pointing to the value of hybrid experiences that blend automation with personal guidance.
Japanese travellers remain the most protective of their personal data, with only 31% willing to share information. This reflects deep-rooted cultural caution about digital tracking and highlights the need for sensitive, privacy-first design in AI applications.
Australian respondents, on the other hand, take a pragmatic, value-oriented approach. Their decisions are often price-driven, and while they are open to sharing search data, they remain sceptical of AI-suggested destinations and automation features such as rebooking, demonstrating that visible value matters most when it comes to earning trust.
The overall research suggests that consumers across the region are more likely to engage with AI when they understand how it works, see clear benefits, and retain control over key decisions. Businesses that prioritise explainability, consent, and measurable outcomes are best positioned to build long-term trust and loyalty.
The study was conducted by YouGov on behalf of Qlik between August 25-28, 2025 using a quantitative online survey of nationally representative samples of adults aged 18 and above across Singapore, Australia, India, and Japan. Responses were weighted by age, gender, and geography to ensure balanced representation within each market.
