Icelandair has revealed surprising insights into how travellers feel about increased dependence on AI generated content when it comes to online travel listings, reviews and social posts. The study, conducted among 2,000 UK travellers, explores behaviour, trust and how digital content is impacting booking decisions.

Over half (54%) of respondents expressed concerns about AI-generated or fake reviews when researching trips, and 44% noted they have become more wary of travel reviews due to AI and bots than previous years. As such, it's no surprise that a staggering 67% think any misleading, exaggerated or fake reviews of holiday destinations or hotels were written using AI.

Following the results of the research, and at a time when artificial intelligence and digital manipulation are becoming increasingly prevalent, Icelandair is taking a stand for authentic experiences that showcase the breathtaking beauty and resilient spirit of Iceland. 

Icelandair has sent a series of open letters through OOH, digital, social and print media channels to tech companies to encourage them to stop making misleading images of Iceland and instead showcase the authentic beauty of the country through real imagery and real-life experiences.

The research data reveals a growing lack of trust in the UK travel marketing industry, with 70% of respondents less likely to book through a particular platform owing to concerns about fake reviews. Therefore, a significant portion of the UK population (58%) is now relying on word of mouth from family and friends for authentic travel reviews.

Additionally, 56% of respondents went on to admit that they lost money after booking a trip based on a misleading or exaggerated review, yet 63% of the UK say cost is the top priority when it comes to booking a holiday.

Bogi Nils Bogason, CEO of Icelandair, commented: “What you see is what you get in Iceland – authenticity and transparency are fundamental elements of our culture. Therefore, our aim is to lead the way in showcasing the real, authentic beauty of Iceland and the other destinations in our network, helping travellers make informed and confident decisions. We believe that real experiences, captured by photographers and locals, resonate more with travellers and help to set accurate expectations. While AI and technology certainly have a place in the industry, it's crucial to preserve the human element of travel, and encourage in-person exploration, because nothing can beat the real thing.”

Icelandair is responding to these insights by promoting destinations as they truly are – showcasing real experiences and authentic moments.
Here's what you can expect from Icelandair:

• No AI images. Only real photos captured by locals, travellers, and photographers who have experienced Iceland for themselves.
• Honest visuals. No wild edits – just minor tweaks to show you what the human eye sees, without making it look like something from a sci-fi movie.
• Transparency. What you see in Icelandair's ads? That's what Iceland really looks like. No surprises – except for how breathtaking it is in person.

To help travellers experience the unfiltered beauty of Iceland, Icelandair offers packages that let you dive into Iceland as it truly is. You can find more details here.

To learn more about the “This is not AI” campaign, follow @Icelandair on social media or visit the Icelandair website here.