After the Surge: AI Settles Into U.S. Travel

Summary

AI use among U.S. leisure travelers has leveled off after a year of rapid growth, holding at about half of travelers while expectations for future use cooled,most sharply among women. AI is merging into the tools travelers already use, with AI in search engines, maps and OTAs gaining ground as standalone platforms lose share and most travelers still click through to source websites. Trust remains the main barrier to agentic booking: travelers trust AI answers nearly as much as traveler reviews but far fewer trust paying inside an AI platform, and OTAs still hold the transaction.

This report examines how U.S. leisure travelers research, choose and book trips, with a focus on the roles of standalone AI platforms, AI in search and travel sites, trust, payments and personalization in shaping travel behavior and future intent.