The fastest shift in travel behavior just became the default

For travel specifically, over half of active U.S. travelers are now using AI. According to Phocuswright’s latest research report The AI Surge: Travel's Fastest Behavioral Shift in a Decade, 56% of travelers used AI for planning, booking or in-destination assistance for at least one trip in the past 12 months, up from 43% in 2H25 and 33% in 1H25. Among travelers who have used AI, 94% have used it for travel specifically.

Every generation posted double-digit gains between 2H25 and 1H26. AI platforms continue their rapid ascent for travel product research, nearing parity with general search. Half of travelers who use AI in search engines still click through to source websites after seeing AI search answers. And while standalone AI platforms dominate, AI is embedding across the travel ecosystem.

AI in travel clears the majority mark, but the front door of travel remains open. The surge is cross-generational and expectations are rising fast. AI’s value is shifting from planning to real-time assistance and the trend shows no signs of slowing.

Phocuswright’s The AI Surge: Travel's Fastest Behavioral Shift in a Decade is part of a comprehensive consumer research study examining how U.S. travelers integrate generative AI into trip planning and booking. This report primarily examines the impact of AI on search, trip decision and spend behaviors, along with what future expectations for AI in travel look like.

Key questions addressed include:

How quickly has AI-for-travel adoption grown, and how does 1H26 compare with 2H25 and 2024? Are gen AI platforms replacing search or mostly driving click-through and follow-on research? Which generations are leading AI usage, and how fast are other cohorts catching up? Where are travelers encountering AI across the trip funnel (standalone tools, search, OTAs, maps and more)? What do travelers now expect from travel brands on-site, and how close is the industry to meeting those expectations?