Over half of active U.S. travelers are now using artificial intelligence (AI) in relation to travel.
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 the second half 2025 and 33% in the first half 2025. Among travelers who have used AI, 94% have used it for travel specifically.
Every generation posted double-digit gains between the second half of 2025 and the first half of 2026. AI platforms continue their rapid ascent for travel product research, nearing parity with general search.
Usage of generative AI (gen AI) platforms like ChatGPT continues to grow, but the front door of travel remains open. 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.
Looking ahead, AI’s value is expected to shift from planning to real-time assistance, as travelers seek improved contextual awareness.
With more than half of travelers expecting to increase AI use in the next year, the AI trend shows no signs of slowing.
Phocuswright's The AI Surge: Travel's Fastest Behavioral Shift in a Decade
This report 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.