From hype to habit: 78% of travelers say GenAI improves trip planning: Phocuswright

A new wave of traveler behavior is taking shape, and this time, artificial intelligence is driving the shift. Phocuswright’s latest research report Chat, Plan, Book: GenAI Goes Mainstream reveals that the adoption of generative AI (GenAI) among travelers is not just rising. It is reshaping the very foundation of trip planning and booking.

More than half of U.S. travelers have tried GenAI in some form, with one in three already using it for travel-related purposes. From destination discovery to in-destination recommendations, GenAI is no longer on the sidelines. It is becoming central to how trips are imagined, planned, and experienced.

But the story doesn’t end there. While traditional search engines remain a dominant force, AI is being woven into the fabric of online travel discovery. As major players like Google ramp up their AI integration, the number of travelers interacting with AI-generated search results is expected to grow rapidly. At least 78% of travelers found GenAI results to be somewhat or very helpful for both planning and in-destination use.

Between a quarter to a third of travelers across countries are already interested in booking travel within a GenAI platform or letting an AI assistant book for them.

Source: Phocuswright's Chat, Plan, Book: GenAI Goes Mainstream

Rising confidence, evolving expectations

Trust remains a hurdle. Only about one-third of travelers say they fully trust GenAI responses. Still, expectations are mounting. A significant share of travelers now expect travel providers to incorporate GenAI chat functionality into their platforms. Early adopters are already seeing results. Satisfaction levels are high across the board, and usage has increased globally in just one year.

Booking through GenAI? It’s not far off

Travelers are not just using GenAI to brainstorm ideas. They are preparing to book. Between one-quarter and one-third of travelers across markets are ready to let a GenAI assistant handle the booking process for them. The pieces are coming together. Shopping, payment integration, and digital ID tools are aligning to enable seamless, AI-powered transactions.

What’s next? A full commerce layer powered by GenAI, embedded within tools travelers already rely on, from search engines to navigation apps. As the landscape matures and AI-powered offerings expand, consumers will follow.

Get the insights you need in the full report

Want to understand what’s driving traveler trust, intent, and spend in the age of GenAI?

Explore the full charts, regional insights, and strategic takeaways in our new report, available now on Phocuswright Open Access.

Get the full picture from usage to booking to trust:

Generative AI Use in Trip Planning
Generative AI Travel Use Cases and Helpfulness
Attitudes Toward Generative AI and the Future of Booking
Generative AI + Digital Identity Wallets
And more

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