A new trend is emerging in the travel industry: travelers are turning to AI for advice and planning, leaving traditional sources like colleagues and influencers behind. According to a recent survey by Booking.com, 67% of travelers now use AI tools when planning trips, with the role of AI becoming increasingly significant in shaping travel experiences across the globe. While AI’s dominance is rising, trust in these tools varies by region.

• Global Shift Toward Digital Tools: The growing reliance on AI is part of a broader trend where digital and automated tools are increasingly trusted over human sources for advice and recommendations.

• Increased Accessibility: AI tools provide easily accessible, personalized, and often real-time suggestions, making them more appealing to travelers looking for convenience and efficiency.

• Desire for New Experiences: Travelers are increasingly seeking authentic, unique travel experiences, and AI’s ability to offer personalized recommendations, including off-the-beaten-path destinations, is gaining traction.

• AI Outpaces Colleagues and Influencers: AI tools have surpassed work colleagues (19%) and influencers (14%) as trusted sources of travel advice.

• Regional Trust Disparities: Trust in AI varies globally. Latin America and Asia-Pacific are the most trusting regions (51% and 38% respectively), while North America and Europe show more skepticism, with trust levels at 30% and 28%.

• AI’s Growing Influence: Travelers are using AI to avoid overcrowded destinations (71%), find experiences that positively impact local communities (60%), and discover new places to visit (38%).

• Personalized Travel Recommendations: AI’s ability to offer tailored travel suggestions, including hidden gems and niche experiences, makes it a valuable resource for modern travelers.

• Efficiency and Convenience: AI provides immediate recommendations, which saves time and streamlines the travel planning process.

• Regional Variability in Trust: While AI is gaining trust in many regions, brands need to account for local cultural differences in attitudes toward AI when developing and marketing their tools.

As AI takes a central role in travel planning, it is reshaping the industry. While AI tools are growing in popularity, brands must address concerns about trust, inclusivity, and personalization to ensure they meet the diverse needs of travelers globally.

The main trend is the increasing reliance on AI tools for travel planning, surpassing traditional sources of advice like colleagues and influencers. As AI’s role expands, it is shaping the future of how we travel and explore new destinations.

AI is becoming an indispensable tool in travel planning, helping travelers discover new destinations, avoid overcrowded spots, and plan sustainable trips. However, regional trust disparities show that AI’s acceptance is still a work in progress.

• Global Growth of AI Use: Across different regions, more travelers are turning to AI for planning trips, with Latin America and Asia-Pacific leading the way in trust.

• Personalization and Customization: AI allows for highly personalized travel recommendations, which appeals to travelers seeking unique experiences.

• Concerns Over Bias and Inclusivity: While AI is gaining popularity, travelers are concerned about its potential biases and its ability to cater to budget-conscious travelers.

• AI Integration in Other Industries: The rise of AI in various sectors, such as e-commerce, entertainment, and customer service, has made travelers more comfortable with using AI in travel planning.

• Shift Toward Sustainable Travel: Travelers increasingly want to make responsible travel choices, and AI tools are helping them identify sustainable travel options and local experiences that benefit communities.

• Desire for Authentic, Personalized Travel: Consumers are motivated by the desire for unique, off-the-beaten-path travel experiences, which AI can help them discover.

• Convenience and Time Savings: Travelers want to streamline their planning process, and AI’s ability to provide instant suggestions makes it an attractive option.

• Skepticism and Caution: While many are embracing AI, there is still skepticism, particularly in regions like North America and Europe, where trust in AI for travel planning is lower. Consumers may need more reassurance about AI’s accuracy, transparency, and fairness.

• Consumer Summary:Travelers seeking more efficient, personalized, and sustainable experiences are increasingly turning to AI. They are motivated by convenience, the desire for unique experiences, and the potential of AI to provide tailored recommendations that match their preferences and values.

• Demographics and Lifestyles:

  • Who Are They: Tech-savvy travelers, including Gen Z and Millennials, who are comfortable with digital tools and seek personalized travel experiences.

  • What is Their Age: Primarily between 18 and 40 years old, with a strong emphasis on younger generations.

  • What is Their Gender: Diverse across all genders.

  • What is Their Income: Middle to upper-middle class, with disposable income for travel.

  • Lifestyle: These consumers are active travelers who value authentic experiences, are eco-conscious, and embrace technology in their daily lives.

• Increased Reliance on Technology: Consumers are increasingly relying on AI and digital tools for all aspects of their travel planning, signaling a shift from traditional methods to high-tech solutions.

• Emphasis on Unique Experiences: AI is helping travelers seek out new destinations and experiences that are different from mainstream tourist spots, aligning with the growing desire for authenticity.

• For Consumers: AI is empowering consumers by offering them more personalized, efficient, and sustainable travel options.

• For Brands and CPGs: Travel brands should invest in AI-driven platforms to meet the increasing demand for tailored travel experiences. They must also ensure that their AI tools are ethical, transparent, and inclusive.

• For Retailers: Retailers in the travel industry, including airlines and hotels, should integrate AI into their services to cater to travelers’ expectations for convenience and personalization.

• More Personalized Travel: As AI technology continues to evolve, it will likely become even more effective at tailoring travel suggestions and itineraries based on individual preferences.

• Expansion of AI-Powered Travel Platforms: AI-powered travel platforms will continue to grow, offering increasingly sophisticated and immersive travel planning experiences.

• Greater Focus on Inclusivity and Ethics: To build trust with consumers, brands must ensure that their AI systems are fair, transparent, and inclusive, addressing concerns about bias.

• AI-Driven Sustainability: AI could play a key role in helping travelers make more sustainable choices by offering suggestions for eco-friendly accommodations, activities, and transport.

• Local Experience Recommendations: AI could increasingly focus on providing recommendations for local experiences that benefit communities, rather than just mainstream tourist destinations.

• Ethical AI Frameworks: As AI becomes a staple in travel planning, more companies will need to develop ethical frameworks to ensure their algorithms don’t perpetuate biases.

• Budget-Friendly AI Solutions: AI can be used to identify cost-effective travel options, addressing concerns that AI could neglect budget-conscious travelers.

• Interactive Travel Planning Tools: AI could evolve into even more interactive travel tools, allowing users to plan and modify their trips in real-time as new options or recommendations become available.

• Core Consumer Trend: The Rise of AI in Travel Planning: More travelers are turning to AI for personalized, efficient, and sustainable trip planning.

• Core Social Trend: AI’s Growing Role in Everyday Life: AI continues to expand its influence across various industries, including travel, as consumers embrace it for both convenience and customization.

• Core Strategy to Follow Trend: Invest in AI-Driven Solutions: Travel brands and platforms should prioritize AI-driven solutions that cater to consumers’ growing demand for personalized and sustainable travel options.

• Core Industry Trend: The Intersection of AI and Travel: The travel industry is increasingly incorporating AI tools to enhance personalization, efficiency, and sustainability in planning.

• Core Consumer Motivation: Personalization and Efficiency: Consumers are motivated by the desire for unique, tailored experiences and the convenience of technology-driven travel solutions.

The growing reliance on AI for travel planning signals a major shift in the industry. As travelers embrace technology for more personalized and sustainable experiences, brands must adapt by offering AI-driven tools that are transparent, ethical, and inclusive, ensuring they meet the diverse needs of global consumers.