Travelers Embrace Generative AI as Their Go-To Trip Planning Tool

A new global survey by Accenture reveals that generative artificial intelligence (gen AI) has rapidly become the preferred channel for travel planning, surpassing traditional sources like social media and online travel agencies, especially among frequent AI users. According to the “Me, My Brand, and AI: The New World of Consumer Engagement” report, 80% of travelers surveyed now use gen AI tools when researching flights, hotels, and experiences. For those who use gen AI at least weekly, these tools are now the top choice for travel discovery.

This marks a dramatic shift from last year, when travelers reported feeling overwhelmed by the sheer volume of online choices, ads, and conflicting information—so much so that 73% said they avoided booking flights or hotels digitally. Gen AI and agentic AI are now helping to resolve this overload by acting as personal travel concierges, offering tailored recommendations based on individual preferences, budgets, and even real-time data like local events. As a result, travelers are more confident in their decisions and find the process less stressful.

The survey also highlights a growing appetite for personalization and immersive experiences. A significant 86% of respondents want to shape their own travel experiences, and 81% seek immersive options during the research phase. Furthermore, 78% are open to using AI-powered personal shopping assistants, and 57% desire AI tools that can work across multiple brands and services. Brands that deliver emotionally engaging, personalized experiences see travelers more willing to pay higher prices and switch loyalty if their needs are proactively addressed.

In summary, generative AI is not only streamlining the travel planning and booking process but is also setting new expectations for personalization and engagement. As AI becomes mainstream in travel, companies that leverage these technologies to deliver bespoke, memorable experiences are poised to win over the modern traveler.

Key Points:

• 80% of travelers now use generative AI for trip planning; it’s the top channel for active users.
• Gen AI addresses information overload by offering personalized, confidence-boosting recommendations.
• 86% want to shape their own experiences; 81% seek immersive options; 78% are open to AI travel assistants.
• Brands delivering personalized, emotionally engaging experiences see higher engagement and loyalty.