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Indian travelers chart a different course than their regional counterparts, prioritizing quality service and AI automation over quality service and human verification, according to exclusive results of a comprehensive Glikov survey across four Asia Pacific markets.
National representation patterns between India, Singapore, Australia and Japan between 25-28 August 2025 reveal a fundamental divide that has significant implications for travel platforms operating in the world’s fastest-growing aviation market, Singapore, Australia and Japan.
Service deposits in the Indian market
In a sharp contrast to regional trends, 46% of Indian respondents identified customer service as the best when sharing travel information, compared to 37% who prioritized deals and discounts. This represents the exact opposite of the preferences seen in Singapore, Australia and Japan, where financial incentives such as discounts and renewals dominate.
“Unlike other markets in Asia, patrons and discounts only deals, only deals, Svp, Sakio Pacific, Svp, Asia Pacific.
Another 46% of Indian travelers consider AI more reliable, 41%, 41%, and only 26% of Indian travelers consider AI more reliable than the most valuable, the most valuable, overall efficiency, but the demand for personalized support for individual provisions. The additional 20% is both an equal 20% and validating humans, offering a hybrid model that helps hang AI.
“AI can plan your perfect trip, but most Indian travelers still want a human blessing before they click ‘Book,'” explained Garavello. “It’s not a lack of trust in technology; it’s a desire for accountability.”
This Trust Gap presents both a challenge and an opportunity for travel platforms. Garavello noted that Indian travelers are happy that AI is doing the heavy lifting comparing, managing optimizing prices, predicting delays, but the ultimate trust is still with humans.
Maurizio Garavello, SVP, Asia Pacific, GlikThe information paradox: selective sharing
The survey shows what they call the “Data Paradox” (40% of the data paradox, 40% of all surveyed markets want personalized travel recommendations and trust platforms at the highest rate. However, the desire to share comes with clear limits.
52% are comfortable sharing budget and spending patterns and 48% will share destination searches and wish lists, while only 30% will share live location information and public social media posts about the trip while traveling. This selective approach shows a stark contrast between the planning information that travelers already provide versus their external, real-time personal information.
“It’s a stronger sign that people are willing to engage with technology, but only when it serves to make them transparent,” observed Garavello.
Control over automation: Flight retesting
Perhaps most telling is Indian travelers’ resistance to automated flight. The feature is among all the AI capabilities tested, among all the AI capabilities tested, to keep mobile travelers in control of their routes while technology promises convenience.
This finding aligns with broad apac trends: Across Singapore, nearly two-thirds (63%) reject the automatic process by which platforms change reservations without requiring traveler confirmation.
Pricing tools are still important, but different
While service dominates cost expectations, Indian travelers still recognize the benefit of AI for financial planning. The survey prioritizes “Comparing travel costs to better help you budget” as the most valuable AI feature, with 28% ranking the most valuable AI feature, “predicting the best periods for the lowest price.” “
However, these price-related features are seen as planning tools rather than as the primary benefit of information sharing, but as a subtle but primary benefit of marketplaces such as bargain hunters.
What is the driver of India’s service?
Garavello is uniquely positioned to address the complexity and dynamism of India’s travel ecosystem. “India’s travel market has become incredibly dynamic. Travelers here rely on reliable and reliable service across flights, trains, local transport and accommodation platforms, often across multiple apps.”
Like India’s travel infrastructure, everything from biometric passports to metro and bus ticketing to piloted systems is digital. The survey finds that Indian travelers, in a complex, multi-platform environment, are learning that their responsive support is more than marginal savings.
Regional contrasts highlight market diversity
The study highlights that a one-size-fits-all approach is useless in APAC:
Singapore With the highest rejection rate for automatic rebooking, it represents travelers who want robust scheduling tools, but fierce guard autonomy with the highest rejection rate for automated rebooking.
Japan It emerges as the most privacy-conscious market, with 38% of respondents sharing any travel information – the highest proportion regionally. Among those willing to share, only 31% are more likely, reflecting a deep cultural wariness about digital tracking.
Australia It shows pragmatic, price-driven travelers who want to share search information, but are wary of destination suggestions and automation.
India With its service, it combines the highest openness (40% trust platforms) to share Planning data (40% trust platforms), the highest openness to human verification at decision points, with a separate, reliable but verification approach.
Building a hybrid experience
For travel platforms, a clear strategy to bridge the AI adoption-trust GAP, “Travel platforms need to build hybrid experiences that combine automation with the human touch.
He emphasized transparency and control. “Travelers want to know how AI’s decisions and data shape those outcomes. When companies make this process visible and respectful, AI becomes a trusted companion, not a black box.”
Strategic imperatives for travel companies
The survey results point to several effective strategies for travel providers operating in India:
1. Lead with service infrastructure: Customer experience should be a key differentiator. “The deals will load you up; great service ensures installation,” says Garavello.
2. design hybrid validation models: Implement ai-energy planning with human checkpoints in the calculation stages, combining efficiency and reporting stages.
3. Proof the program before asking for information: Display clear values from AI features before asking for extended data permissions.
4. Making AI decisions transparent: Explain the recommendations in plain language, showing the levels of access and confidence behind the offers.
5. Respect management boundariesDesign approval as a first-class experience, notify users, show accurate changes, require approval before execution and offer easy reverse.
Broader implications for AI adoption
Beyond travel, the findings offer insights for any industry deploying AI in the Indian consumer market. The study shows that Indian consumers have developed complex expectations: they are digitally confident, willing to share information for clear benefits, but insist on retaining agency over critical decisions.
“The future of travel in India is about replacing people with technology,” Garavello said. “It’s about using it responsibly to enhance planning while ensuring travelers feel supported, protected and in control.”
India’s travel ecosystem continues its rapid digital transformation, mastering this balance, AI-powered platforms powered by world-proven reliability will be best placed to capture loyalty in one of the world’s most dynamic travel markets.
The Qlik-Youqov APAC Travel Survey was conducted between August 25-28, 2025 through quantitative online interviews with Youqov panel members. Results were weighted by age, gender and geography to ensure market representation.
