Generative AI Adoption Grows as Traditional Search Declines in Travel Research

Nearly 40% of U.S. travelers have utilized generative AI for trip planning in the past year, indicating a significant shift from traditional search methods, according to a new report by Phocuswright.

A recent report by Phocuswright reveals that nearly four in ten U.S. travelers have used generative artificial intelligence (AI) tools, such as ChatGPT and AI-powered search features like Google’s AI Mode, to research travel in the last 12 months. This marks an 11-point increase in AI usage compared to the previous year. Although general search engines remain the predominant tool for travel research, their use is declining as AI adoption grows, suggesting a potential shift in preferred trip-planning resources.

The report, titled “Search Slips, AI Surges: Travel’s New Front Door?” examines the increasing role of generative AI in travel planning. Millennials are currently the leading demographic in adopting AI for travel purposes, despite Generation Z’s reputation for tech fluency. Gen Z continues to favor social media channels for trip planning, though this may change as their travel needs become more complex.

Travelers using AI tend to be a high-value segment, characterized by younger age, higher median household incomes, and a greater propensity to take more trips, including international travel. These travelers also report higher annual travel expenditures and engage in more extensive research across both online and offline sources.

Among those who have used AI for travel planning, most have applied it to multiple trips, with the majority making at least one travel decision based on AI-generated results. Comfort with AI use is reportedly increasing, with travelers reporting greater ease than a year ago, except among baby boomers. Those who have used AI for trip planning report nearly twice the comfort level as the overall traveler population.

Despite the rise in AI usage, trust remains a challenge. Friends and family remain the most influential resources for travel planning, and traveler reviews command higher trust than most other sources. Nonetheless, AI has quickly achieved parity with traditional resources such as travel publications and supplier content, establishing itself as a significant component of the travel-planning process.

The Phocuswright report is part of a broader consumer research study exploring how U.S. travelers are integrating generative AI into their trip-planning and booking processes, potentially reshaping how they search, decide, and spend on travel.