U.S. Travelers Use AI for Planning but Retain Control Over Bookings

AI Use Expands Across Travel Planning

Artificial intelligence has become a common tool for U.S. travelers to plan and manage trips, according to Amadeus’ Tailored Horizons report. The survey found that 85% of respondents believe AI tools can save time and offer more personalized recommendations.

Nearly three-quarters of respondents (74%) said they have used AI while planning a trip. Travelers reported using the technology to identify hotels, transportation routes and ground travel options. More than half (53%) said they use AI for travel inspiration, while 49% use it during a trip for flight updates, navigation, weather details and local recommendations.

The report was based on a July 2026 survey of 1,000 U.S.-based travelers conducted by Mercury Analytics. Half of those surveyed identified as regular business travelers.

Travelers Reluctant to Delegate Payments

Interest in AI declines when the technology moves from offering suggestions to making financial decisions. While 65% of travelers said they would be interested in completing a booking and payment through an AI assistant, only 20% said they would allow an AI tool to spend money on their behalf within a defined budget without additional approval.

The largest group, 43%, said they would permit AI spending only under certain conditions or restrictions. Another 29% said they would not allow an AI assistant to make purchases.

Rajiv Rajian, Amadeus’ executive vice president and chief commercial officer for the Americas, said travelers are using AI for inspiration, personalization and real-time support but still want reassurance and final decision-making authority for major travel choices.

Personalization Remains a Leading Use Case

Respondents identified practical, context-specific support as the most useful form of AI assistance. Local guidance after arriving at a destination was cited by 55% of travelers, followed by budget-aware suggestions at 52% and real-time rebooking when plans change at 49%.

The survey also found that some travelers have had positive experiences with AI-generated travel recommendations. Forty-three percent said they had received surprising or impressive options more than once, while 26% said this had happened at least once.

However, 64% of respondents said AI has recommended familiar destinations or options rather than helping them discover new choices.

Cost and Data Concerns Remain

Although respondents see value in AI support, most do not expect it to be a separate paid product. Half said travel companies should provide AI assistance at no extra cost. Only 4% said AI assistance could become important enough to justify a premium charge.

Travelers were more willing to share data when they believed it would produce a clear benefit. The most valued outcomes were better prices or deals, cited by 55%; time savings during searching or booking, cited by 51%; and improved recommendations, cited by 46%.

Respondents were most comfortable sharing travel preferences, at 63%, and budget preferences, at 58%. Nearly half, 48%, were willing to share previous booking history. Comfort fell for payment details, which 21% were willing to share, and identity information, which was accepted by 19%.

Human Support Remains Important During Disruptions

The survey found that travelers continue to prefer people over automated tools when problems arise. Phone support was the preferred option for 37% of respondents, while 25% chose in-person assistance. Only 7% selected AI bots or conversational assistants as their preferred form of support during travel disruptions.

Nearly nine in 10 travelers said they cross-check AI-generated recommendations before making a booking. Forty-two percent said they always visit other travel websites to verify suggestions, while 47% said they do so sometimes. Just 11% said they rely entirely on AI recommendations.

Only 17% of respondents said they would trust an AI assistant to plan a trip alone. A majority (51%) said they would prefer a combination of AI tools and human expertise.