Qlik®, a global leader in data integration, analytics and artificial intelligence (AI), today released findings from a new YouGov survey of travelers across Singapore, Japan, Australia and India. The results reveal a fault line: while people in these markets embrace tools that cut costs and sharpen planning, they push back hard against automation that seizes control and data demands that cross the line into the personal. In fact, the research found that only 11% of residents of these markets actually trust AI more than people, and only one in four travelers want personalization but refuse to share data.
For companies serving travelers and for businesses adopting AI more broadly, the mandate is clear: deliver visible value, safeguard user control, and build trust by handling data transparently and in line with tightening regulations.
What Travelers Across Asia Want
When it comes to diverse needs, Singapore and India stand at opposite ends. Singapore travelers want robust planning tools but almost two thirds (63%) reject auto-rebooking (the automated process where a travel platform or airline changes a customer’s reservation without requiring confirmation from the traveler), signaling a desire for control. India, meanwhile, shows the highest openness to sharing planning data and optimism on AI, with one in five saying AI is more trustworthy than people. Yet Indian travelers still prefer a human recommendation in the final step, revealing a hybrid trust model.
The research found that Japan represents the most privacy-protective market. The gap between desired features and willingness to share data is wider in Japan than anywhere else, with only 31% willing to share data, underscoring deep cultural caution about digital tracking.
Australia, while not as extreme, shows a pragmatic stance. The country’s prolific travelers are price-driven and will share search data, but they remain skeptical about suggested destinations and cautious about automation such as rebooking.
The Journey Ahead
- Businesses across the region will win trust by proving utility before asking for data.
- Lead with prediction and budgeting features that surface clear savings, then layer in permissions.
- Design consent as a first-class experience: notify, show the exact change, ask before execution and offer a one-tap undo.
- Explain every recommendation in plain language with the key inputs and confidence behind it so customers understand the “why,” not just the “what.”
Research Methodology
The findings in this release are based on a research study conducted by YouGov on behalf of Qlik. The survey gathered responses from nationally representative samples of adults aged 18+ across four Asia Pacific markets: Singapore, Australia, India, and Japan. The study was conducted via a quantitative online survey with YouGov panel members, administered between August 25 and August 28, 2025.
In total, responses were weighted by age, gender, and geography to ensure representation within each market. The results for Singapore reflect a cross-section of the adult population, providing insights into consumer attitudes toward data sharing, AI adoption, and travel personalization features.
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