A LocalCircles survey covering 60,000 respondents across 324 districts reveals that a majority of online travel consumers in India face challenges with inaccurate accommodation information and overcharging. Six in ten respondents said they looked for reliable details when booking hotels, while eight in ten reported feeling overcharged for flights, hotels or transport. The findings indicate growing consumer interest in using AI agents for authentic reviews, itinerary planning and bookings.
Online travel booking continues to present significant challenges for consumers in India, with a recent survey indicating widespread dissatisfaction with the accuracy of information and pricing. The survey, conducted by Local Circles across 324 districts and involving 60,000 verified respondents, highlights the gaps between consumer expectations and actual experiences with digital travel platforms.
One of the key findings was that six in ten respondents who booked accommodation online felt that the accommodation provided at the time of booking did not reflect the reality of their stay.
Over 20,700 responses, 46 per cent described this experience as very frequent. While another 9 per cent said it occurred quite frequently. Only 18 per cent of participants reported facing this issue rarely. The survey underlines that inaccurate descriptions, misleading reviews, and insufficient details continue to undermine consumer confidence in hotel and accommodation bookings.
In addition to concerns about reliability, pricing emerged as another critical issue. Eight in ten consumers reported that they frequently felt overcharged for online bookings of flights, hotels or transportation in the last three years. Among the 20,280 respondents, 34 per cent said this happened very frequently, and 20 per cent said it happened pretty frequently. Only 3 per cent stated they had pricing practices, dynamic fares and hidden costs, which remain a widespread concern for Indian travellers.
Artificial intelligence is likely to play a pivotal role in addressing these challenges. When asked how they would like AL to assist with travel bookings, six in ten consumers express interest in receiving aggregated and authentic recommendations. That is based on both public data and past traveller experiences.
A similar proportion indicated that they would prefer to input their preferences, budget, and travel dates into an AI platform. Which would then generate and finalise itineraries subject to their approval. Over half of respondents also supported AI-driven planning without requiring final approval, highlighting a growing trust in intelligent systems to streamline booking processes.
According to Loval Circels, these findings suggest a significant shift in consumer behaviour with travellers increasingly open to using AI to overcome issues of misinformation and unfair pricing. As AI adoption expands across the tourism industry, virtual assistants, chatbots, and recommendation platforms are emerging. These are expected to become mainstream tools for improving transparency and efficiency in travel planning.
The survey sample comprised 63 per cent male and 37 per cent female respondents, with representation from across India: 43 per cent from tier 1 districts, 27 per cent from tier 2, and 30 per cent from tier 3, 4, 5, and rural areas. Conducted on the LocalCorrels platform, all respondents were validated citizens registered with the network.
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