Global study finds majority of travelers ready for AI to book trips

More than half of travelers are ready for artificial intelligence (AI) agents to plan and book entire trips, according to data from Accenture's latest Consumer Pulse survey that explored AI adoption across the travel, retail and consumer packaged goods industries.

Accenture conducted the online survey of 18,000 consumers in 14 countries in January, presenting findings in the report, “Me, my brand, and AI: The new world of consumer engagement.”

For “active” users, which Accenture defined as “people using gen AI tools at least weekly for personal and/or professional reasons,” generative AI is the “number one go-to channel for travel discovery.” This surpassed other traditional search methods including online travel agencies and social media, Accenture said.

Approximately 80% of respondents across airlines, hotel stays and travel platforms are using generative AI tools, while 93% of active generative AI users have or would employ it to support their purchasing decisions.

Accenture found that 81% of travelers want immersive experiences during the research and discovery phase, while 79% want a brand that “makes them feel special” by remembering them personally. Brands that provide these emotionally engaging experiences also saw higher engagement, with travelers also more willing to accept a higher price from them.

“For the travel industry, the AI opportunity goes beyond securing bookings,” said Emily Weiss, Accenture's global head of travel.

“Consider that instead of being overwhelmed by countless options and conflicting reviews, gen AI can act as a personal travel concierge, providing bespoke recommendations based on preferences, budget and location. It can consider factors such as a person’s previous travel history, loyalty program status and even real-time data on local events and attractions.”

Speaking to this, 42% of respondents said they would switch to a brand that could proactively provide solutions to improve their experience while planning, while 78% are already using a trusted AI-powered shopping assistant. Approximately 86% of travelers want to shape their own experiences, and for a staggering 93% of active generative AI users, the ability to do so was cited as important to their personal connection with a brand.

“With ‘agentics’ now in the mix—where Al agents assist with complex, goal-oriented tasks with minimal human intervention, such as facilitating pre-booking inquires and reservations—the industry can further assist travelers by reducing the time and effort required to scour for best options and prices. These agents can monitor price changes in real time, integrate loyalty points and offer assistance when plans change,” Weiss said.

Accenture’s research did not note age demographics of surveyed travelers or “active” generative AI users.

Statistics were also significantly higher than those identified in recent Phocuswright research. Phocuswright's latest consumer surveys in the United States, United Kingdom, France and Germany revealed that in the past 12 months, 62% of millennials and younger travelers have used a generative AI platform for travel, compared with 35% of Gen X and baby boomers. Numbers were comparable in the U.K. (59% versus 26%, respectively), France (58% versus 39%) and Germany (44% versus 31%).

“Phocuswright consumer data also shows generative AI as an incredibly fast-growing resource for travel planning, as well as while in-destination for recommendations, navigation and language translation. However, our numbers are lower than what Accenture is reporting,” said Mike Coletta, senior manager of research and innovation at Phocuswright.

“It appears they may be defining ‘gen AI’ users as those who used gen AI tools at least weekly for personal and/or professional reasons. Their numbers start to make more sense under the assumption that these active users are likely on the younger side of the traveling population.”