Artificial Intelligence (AI) has rapidly entered the tourism and travel industry, promising improved efficiency, personalized services, and novel marketing opportunities. Yet, its real-world implementation is often hampered by trust issues, limited transfer into everyday practice, and uncertainty among both customers and employees. This paper explores consumer perceptions, acceptance levels, and trust-related challenges of AI adoption in the travel industry based on empirical findings from a national customer insights study. Drawing on surveys with more than 1,000 participants, the study highlights how travelers experience AI-driven services, which emotional reactions they associate with them, and what conditions must be met to increase trust and satisfaction. The findings show that while nearly half of respondents have a positive view of AI, a significant proportion remains neutral or skeptical. Satisfaction is relatively high when AI has been consciously used, but there is still a clear preference for human contact in complex situations such as booking or complaint management. Younger users express curiosity and openness, whereas older age groups demonstrate more distrust. The paper discusses implications for technology design, marketing strategies, and future research. It argues that AI in tourism is not primarily a technological challenge but a human-centric one, where trust, transparent communication, and meaningful transfer into daily business practice determine success.