Demand for AI-Trip Assistants is rising among travelers, according to a recent study report by Amadeus.
“Generative AI and autonomous agents are no longer abstract concepts; they are already being applied across travel and hospitality to personalize experiences, optimize operations, and reshape how value is created. The real reinvention comes when AI is applied to create simpler end-to-end journeys and stronger connections with travelers.” Emily Weiss, Senior Managing Director – Global Industry Sector Lead, Travel, Accenture
Amadeus surveyed 9,500 travelers and the report reveals a number of insights when it comes to planning and taking trips.
The report reveals a 64% YOY (Year on Year) rise in the use of Gen AI for Travel Planning, with travelers listing the main benefits as
- Personalized Recommendations (37%)
- Discovery of New Destinations (36%),
- Greater confidence in trip decisions (35%), and
- Saving Time (42%)
However, while the amount of travelers citing Gen AI tools as an ‘influential source of research’ has almost doubled compared to 2024, it was still only 18% of those surveyed. 36% said they were typically influenced by word-of-mouth recommendations, and 26% by Social Media/YouTube.
The reports also revealed that AI is not quite there yet in terms of fully functioning AI-Trip Assistants! 25% of those surveyed reported inaccurate or outdated information and results. A further 25% didn’t feel that AI delivered on their personal preferences or requirements, which are key factors for using Gen AI to research ahead of bookings or purchases.
Much of this is down to the accessible content and information from hotel and travel websites, which may have AI-Search Bot blocks in place or may just not be AI-search ready. The occasional ‘hallucinations’ – when AI plugs the gaps with information from other sites, or old, previously ranked pages, or just makes it up – can also add to inaccurate information
What the report does highlight is the number of travelers who would be willing to pay to access an AI-Trip Assistant or Travel Planner (64%), with 17% open to paying up to 5% of the total trip value.
Download the Full Amadeus report here, which includes an Industry & Technology Overview, and insights into The end-to-end Journey
