How travellers are using AI to discover, research and book their trips

Artificial intelligence has rapidly moved from hype to habit in the travel world. Over the past 16 months, consumers in the US and Europe have begun to adopt AI tools not just as a curiosity but as a regular part of how they plan and book holidays.

From sparking inspiration to shaping itineraries and even handling bookings, AI is starting to act as a digital co-pilot for millions of travellers.

From novelty to mainstream

Adoption is growing at a rate of knots.

Research by Oliver Wyman in early 2024 found that 41% of travellers in North America had already used AI for planning or inspiration, up from just a third the previous year.

By mid-2025, Accenture reported that eight in ten travelers globally are now using generative AI at some point in their travel journey.

Unsurprisingly, younger travellers are leading. Deloitte’s 2024 summer survey found that nearly one in five Millennials had used AI to plan a trip, while Phocuswright research showed 62% of Millennials and Gen Z had used generative AI in the past year, compared with just 35% of Gen X and Baby Boomers.

However, even among older travelers, usage is increasing as AI becomes easier to access and more widely integrated into familiar travel brands’ platforms.

What was once experimental behaviour has quickly become a mainstream habit, particularly for the digitally confident.

How travellers are using AI

The impact of AI is being felt across the travel funnel:

Inspiration

Travellers are turning to AI assistants to help answer open questions like “Where’s warm in November for a short break?” or “Which cities in Spain are best for food lovers?”.

Accenture’s 2025 research found that generative AI has overtaken social media and OTAs as the leading source of travel inspiration. With travellers often reporting information overload when searching online, AI stands out by providing personalised, curated options instead of endless lists.

Research and planning

Once a destination is chosen, AI is helping travellers piece together the details.

Global Rescue found that 75% of travelers using AI do so for itinerary planning, and over 70% use it for destination research.

Booking.com’s 2025 study similarly reported that 96% of AI users turned to it for pre-trip tasks such as accommodation, restaurants and cultural activities.

It’s not just before departure either. Many travellers are also using AI tools during their trip for real-time translation, local recommendations and quick adjustments to itineraries.

Booking

While still emerging, AI-driven booking is on the rise. Oliver Wyman reported that 44% of travellers who used an AI travel plan went on to book activities or restaurants it suggested.

Comfort with AI-only booking is growing too, with Phocuswright showing that around one in three travellers would consider booking an entire trip directly within an AI platform.

Travel giants are already adapting: Expedia has integrated AI planning into its app, and Booking.com has rolled out conversational trip planners that link directly to bookings.

Satisfaction is high, trust is still building

The majority of travellers who try AI find it valuable. Phocuswright research shows that 78% of users rate AI-generated results as helpful, and nearly nine in ten say they would use it again.

Trust, however, is not absolute. Only about a third of travellers say they fully trust AI’s answers today, and as few as 4% in some markets describe themselves as “fully trusting”. Most still see AI as a useful assistant but prefer to verify details themselves. Safety and reliability remain important – for example, when asked if they would trust AI in an emergency abroad, only 30% of travellers said yes.

Trust is stronger when AI comes through a known brand. Consumers are more comfortable using AI features provided by airlines, hotels or OTAs they already book with. This puts trusted travel brands in a strong position to lead adoption by combining AI with the reassurance of human support.

What it means for travel brands

The behaviour shift is significant. Three themes stand out:

• Generative AI is now mainstream in trip planning, particularly among younger travellers, and adoption will continue to climb.
• AI use spans the entire journey, from inspiration through research to in-destination support.
• Trust still lags enthusiasm – consumers are excited about AI’s potential but prefer to keep human judgement in the loop.

For travel brands, this presents a clear opportunity. Consumers increasingly expect AI-powered features as part of the booking experience, whether that’s a conversational planner, personalised recommendations or real-time support during a trip. The winners will be those who integrate AI seamlessly into their platforms while maintaining the reassurance of accuracy, transparency and human support.

The past 16 months have shown how quickly AI can reshape consumer behaviour. It is no longer a buzzword but a practical tool that millions of travellers are using every day. For brands, the challenge is to build trust and deliver real value – positioning AI not just as a co-pilot, but as a trusted companion in every journey.