Gen AI now the top channel for travel discovery

AI-powered tools surpass social media and OTAs as travelers seek smarter, more personalized ways to plan their journeys, according to a new Accenture report

Accenture's latest Consumer Pulse Survey 2025 reveals a seismic shift in how travelers discover and book their trips. Generative AI (Gen AI) has rapidly moved from experimental novelty to mainstream tool, now surpassing social media and OTAs as the top source for travel inspiration among active users. Travelers are increasingly open to AI-powered assistants that not only recommend but also autonomously plan and book experiences—marking a new era in customer-brand engagement where personalization, emotional resonance, and seamless service are key drivers of loyalty and value perception.

Key takeaways:

• Gen AI is now the top channel for travel discovery among active users (those using Gen AI tools at least weekly), surpassing social media and OTAs.
• 80% of travelers are already using Gen AI tools to engage with airlines, hotels, and platforms—making Gen AI usage a mainstream behavior, not a fringe trend.
• Travelers face information overload: 73% previously abandoned bookings due to too many choices and conflicting messages. AI is increasingly seen as the solution to simplify decisions.
• AI assistants are in high demand:
  • 78% of travelers are open to AI personal shopping assistants.
  • 57% want these assistants to work across multiple brands.
  • 93% of active users would use Gen AI to support purchasing decisions.
• Emotional engagement drives spending:
  • Travelers are 1.7× more likely to accept higher prices from emotionally engaging brands.
  • 79% want brands to make them feel special and remembered personally.
• Immersive and predictive experiences matter:
  • 81% want immersive discovery experiences.
  • 42% would switch to brands that proactively suggest real-time improvements.
• AI is not just a booking tool: Gen AI is evolving into a “personal travel concierge,” factoring in past behavior, loyalty data, real-time events, and even emotional preferences to create tailored experiences.
• Agentic AI unlocks new efficiencies: These advanced AI agents can automate complex tasks like pre-booking, price tracking, and loyalty integration with minimal user input—reducing the burden on travelers and boosting satisfaction.

Get the full report at Accenture