Chat, Plan, Book: GenAI Goes Mainstream

Summary

Is generative AI mainstream among U.S. and European travelers? About one in three now use the technology to plan or enhance their trips. While adoption in Europe trails due to regulatory headwinds, usage is rising steadily across all markets. Satisfaction is high, trust is mixed, and expectations are growing—especially among younger travelers—who are increasingly open to AI-powered booking and real-time travel support. As GenAI capabilities converge with tools like digital identity wallets and embedded commerce, travel planning is poised for its biggest shift in decades.

Phocuswright’s Chat, Plan, Book: GenAI Goes Mainstream is part of a comprehensive consumer research study delving into the specifics of how U.S. and European travel consumers employ technology in their travel journey, spanning everything from inspiration gathering to the in-destination experience.

Key questions addressed include:

• How widespread is GenAI use among U.S. and Europe travelers?
• For what travel tasks are travelers using GenAI?
• Do travelers trust GenAI—and do they want to book with it?
• How is GenAI changing the search and booking landscape?
• What role will digital identity and payments play in the GenAI travel future?