AI-driven travel planning becomes mainstream

Rapid adoption signals a structural shift in how travelers search, decide, and book, according to Phocuswright’s latest research report

More than half of active U.S. travelers are now using artificial intelligence in some part of their travel journey, marking one of the fastest behavioral shifts in the industry in over a decade. Adoption has accelerated sharply, rising from 33% in early 2025 to 56% within a year, according to Phocuswright. AI is no longer experimental but increasingly embedded across planning, booking, and in-trip experiences. While traditional search and supplier websites remain relevant, AI is quickly becoming a central layer in travel discovery and decision-making.

Key takeaways

• Mainstream adoption: A majority of travelers now use AI for travel, confirming a transition from early adoption to widespread, everyday usage.
• Rapid growth trajectory: AI usage surged from 33% to 56% within one year, highlighting one of the fastest behavioral shifts in travel in recent years.
• Cross-generational uptake: All age groups recorded double-digit growth, indicating that AI adoption is not limited to younger travelers.
• Search behavior evolution: AI platforms are approaching parity with traditional search engines as a primary tool for travel research.
• Hybrid journey persists: Many travelers still click through to supplier websites after using AI, suggesting that direct channels remain relevant in the booking funnel.
• Ecosystem-wide integration: AI is no longer confined to standalone tools and is increasingly embedded across search engines, platforms, and travel services.
• Shift toward real-time assistance: The next phase of AI adoption is expected to focus on contextual, in-trip support rather than just pre-trip planning.
• Sustained momentum: More than half of travelers expect to increase their AI usage, indicating continued growth and long-term impact on travel behavior.

Source: PhocusWright

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