The trust economy: How European travelers decide who to believe
European travelers aren't rejecting technology, they're getting selective about who earns their trust. Friends and family remain the top planning source at 50% trust, ahead of retail agents at 37%. AI usage is rising, but trust in AI results holds around 17-20%. Data sharing rises with concrete, transactional benefits and drops with opaque personalization. Country gaps matter: U.K. travelers are more open, Germans more cautious, French more skeptical. Trust is now a product requirement.
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