by Natasha Lair
Last updated: 7:00 AM ET, Mon March 16, 2026
As artificial intelligence (AI) becomes routine in travel planning, new data from Trip.com suggests that travellers use the technology in different ways depending on where they live and how they travel.
Insights from TripGenie, the company’s AI travel assistant, show that three years of use have revealed patterns in how travellers plan trips.
Different Markets, Different Planning Habits
Travellers from Hong Kong, Singapore, Malaysia, Italy and France are among the most frequent users of AI during their trips. In these markets, users tend to interact with AI repeatedly, including for hotel bookings, attraction recommendations and in-destination ideas.
Travellers in parts of Europe and North America tend to engage AI earlier in the planning process.
The data also suggests that travellers are increasingly using AI tools throughout their entire trip, not just during the initial planning stage.
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TripGenie AI-assisted order volume on Trip.com increased by about 400% year over year, while use of tools, including hotel comparison, menu assistance and live translation, rose by roughly 300%.
How travellers use AI across markets (Photo Credit: Trip.com)
Pre- and post-sales service inquiries now account for around a quarter of all interactions on the platform.
The study suggests travellers are increasingly turning to AI for help with itinerary changes, destination questions and other real-time issues during their trips.
Nearly 60% of TripGenie interactions are now related to bookings, including hotels, flights and attractions. Travellers frequently use AI to clarify details such as hotel suitability, location safety and travel policies before committing to reservations.
The company says its hotel comparison feature has reduced the number of clicks required to evaluate options by about 80%, while increasing seven-day revisit rates by 45%.
Flights, Hotels and Attractions
For flights, travellers often rely on AI to clarify details that may be difficult to find elsewhere, including lounge access, baggage policies and premium service eligibility.
When booking accommodation, AI is frequently used to verify facilities, distances and property suitability. Among users who used TripGenie’s hotel comparison tool, more than half selected a hotel that matched the AI’s recommendation.
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Attractions-related queries tend to focus more on experiences and cultural context. Travellers often ask AI for suggestions on what to do in a destination, which attractions are worth visiting, or how to explore a location like a local.
Top markets using AI (Photo Credit: Trip.com)
Visual AI Use on the Rise
Another emerging trend is the growing use of image-based interactions.
Travellers are increasingly uploading photos, such as menus, street signs, landmarks and hotel rooms, to support their questions while travelling.
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According to Trip.com, users who engage with image-based queries revisit the platform at roughly twice the rate of the average user over a seven-day period.
Despite these variations in how travellers use AI, the data suggests the technology is adapting to local travel habits rather than changing them.
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