Search engines still king for travel planning
Despite AI buzz, consumers still prefer Googling over AI-powered tools when travel planning
The launch of ChatGPT drew speculation in early 2023 that generative AI would help lessen the burden for travelers by simplifying the purchase journey. But despite the early excitement, travelers have yet to fully embrace this new technology, opting instead to continue to take the reins themselves.
Key takeaways
- 40% of U.S. adults said they use an internet search engine “often” when booking travel transportation, 35 percentage points higher than the share who said the same about generative AI tools;
- Travelers’ preference for search engines is due in part to their desire to seek multiple sources of information before booking their trip. Consumers visit an average of two to three websites or apps when researching travel;
- Travel brands should focus app functionality on searching for and comparing travel options, while optimizing websites for booking.
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