Travelers embrace AI but demand more from tech in hospitality

New amadeus study shows rising adoption of generative ai, but also highlights gaps in personalization and accuracy

A new Amadeus survey of 9,500 global travelers reveals growing reliance on generative AI for trip planning and management, with many willing to pay for AI-powered travel assistants. While travelers value time savings and personalization, the study also exposes frustrations with outdated information and unmet expectations.

Key takeaways

• Surge in AI use: generative AI adoption in travel planning rose 64% year-on-year.
• Clear benefits: travelers cited time savings (42%), personalized recommendations (37%), and discovery of new destinations (36%) as top advantages.
• Willingness to pay: 64% would pay for an AI assistant; 17% would pay up to 5% of trip value for enhanced services.
• Pain points remain: 25% reported inaccurate or outdated AI results, and another 25% felt AI missed personal preferences.
• Hospitality implications: travelers now expect hyper personalization and real-time accuracy, pushing the industry to innovate and collaborate.

Get the full report at Amadeus