A representative survey conducted by STEM/MARK in January 2026 for Kiwi.com across six countries found that most Hungarians would use artificial intelligence to perform travel searches and assemble the best options, but would retain the final decision and booking themselves.
How Hungarians envision AI in travel planning
About half of Hungarian respondents expect a future where AI performs the search and compiles top travel options, while the individual traveler makes the ultimate choice and completes the booking. Only roughly 5 percent would fully outsource planning to AI.
Current role of AI and the need to verify suggestions
The study also shows that AI already plays a significant role in travel planning: nearly 87 percent of Hungarians welcome AI suggestions on how to save money on a holiday. However, the majority said they would verify those suggestions, indicating that people want faster and simpler access to information rather than handing over decision-making entirely.
Age differences
Contrary to common assumptions, the youngest generation proved not to be the most receptive to AI-supported travel planning. Among Hungarians, 62.3 percent of 29–39-year-olds and 56 percent of 40–50-year-olds would trust AI with the heavy lifting of search, while only 44.9 percent of 18–28-year-olds would do so.
Methodology and sample
The STEM/MARK research agency carried out the survey in January 2026 with 4,545 participants across the Czech Republic, Slovakia, Hungary, Poland, Romania and Spain on behalf of Kiwi.com. The reported figures reflect respondents’ attitudes toward the role of AI in travel planning.
Why this matters
The findings suggest that users are willing to accept AI as a supporting tool, but retain personal responsibility and an expectation of oversight. For service providers and AI developers, this underscores demand for supportive, trustworthy and transparent solutions rather than full automation.
(source: STEM/MARK survey, January 2026; commissioned by Kiwi.com)
