GenAI in Hospitality Study 2026 - LNU - Group 18

This scientific methods report is developed to provide a comprehensive understanding of how consumers interact with Generative Artificial Intelligence (GenAI) in the travel and hospitality industry, with a particular focus on AI-based recommendation systems and chatbots during the travel booking process. The study explores user interaction, perceived efficiency, trust, and the role of these technologies within digital travel platforms. The theoretical framework of this report is built around key themes identified through the empirical data, including trust in AI systems, interaction quality, and perceived usefulness. These concepts, in combination with the collected data, are used to examine how consumers engage with and evaluate AI-driven tools throughout different stages of the travel booking journey. A qualitative research approach has been applied, based on twelve semi-structured interviews with participants who have recent experience using GenAI tools for travel-related purposes. The interviews focus on how these technologies are used in practice and how users experience their functionality and role in decision-making processes. With this in consideration, the purpose of this study is to explore how consumers perceive and experience AI-based recommendations and chatbots when booking travel. The research question for this study is: How do consumers perceive and experience AI-based recommendations and chatbots when booking travel?