New research finds travelers use AI to enhance, not replace, traditional travel planning methods.
Artificial intelligence is becoming a prominent part of the travel planning process, but travelers are integrating it carefully and continue to rely on established research tools, according to “The State of Artificial Intelligence in Travel, 2026.”
The report finds that 62% of travelers use websites discovered through search engines for travel research, while about half use online travel agencies and social media. In comparison, 40% of travelers use AI tools as part of their planning, positioning AI as an important complement rather than a primary driver of decisions.
In search behavior, organic search results remain the most used and perceived as the most helpful, with 52% of travelers using them for research in the past year. AI-generated answers were used by 37%, while sponsored results lagged behind, indicating that credibility remains central to how travelers evaluate information.
Across the broader travel experience, travelers welcome AI when it reduces friction but hesitate when it replaces human judgment. At visitor information centers, AI is acceptable as long as local experts remain accessible. In hotels, AI is viewed positively as a service enhancement but is not an expectation. At conferences, travelers value AI most for navigation, scheduling, and real-time updates, rather than as a replacement for human interaction.
The report is intended for destination marketers, tourism executives, SEO and content leaders, visitor services teams, hotel brands, and meetings and events professionals seeking to understand where AI is influencing traveler behavior and where traditional trust signals remain important.
The full “State of Artificial Intelligence in Travel, 2026” report is available for purchase from Future Partners.
