A growing number of travellers are ready to hand over their trip planning—and even booking—to artificial intelligence, according to new research from Accenture.
The firm’s global Consumer Pulse survey found that more than half of respondents are open to letting AI agents fully manage their travel experiences.
The survey, conducted online in January 2025 with 18,000 participants across 14 countries, is detailed in the report Me, my brand, and AI: The new world of consumer engagement. It sheds light on how AI, particularly generative AI (gen AI), is changing the way travellers discover, research, and book their journeys.
Among what Accenture calls “active” users—those who use gen AI tools at least weekly—AI has already become the top channel for travel discovery, beating out traditional sources like online travel agencies and social media.
"For the travel industry, the AI opportunity goes beyond securing bookings," said Emily Weiss, Accenture’s global head of travel.
“Consider that instead of being overwhelmed by countless options and conflicting reviews, gen AI can act as a personal travel concierge, providing bespoke recommendations based on preferences, budget and location.”
Weiss added that AI agents, or “agentics,” can now handle complex, goal-oriented tasks with minimal human involvement. “These agents can monitor price changes in real time, integrate loyalty points and offer assistance when plans change.”
Accenture’s findings point to strong interest in AI-powered customization. Roughly 86% of respondents said they want to shape their own travel experiences, and 93% of active gen AI users said that ability is critical to building a personal connection with a brand. Meanwhile, 79% expressed a desire for brands that “make them feel special,” and 81% sought immersive experiences during the research phase.
The report also found that nearly four in ten respondents would switch brands if another provider could proactively improve their planning experience. Notably, 78% are already using a trusted AI-powered shopping assistant.
However, Accenture did not break down its findings by age group—an omission that drew contrast with other recent data.
Phocuswright’s own consumer research, conducted in the U.S., U.K., France and Germany, paints a more moderate picture. According to Mike Coletta, senior manager of research and innovation at Phocuswright, younger generations are leading the adoption: 62% of millennials and Gen Z travellers used generative AI for travel planning in the past year, compared to just 35% of Gen X and baby boomers. The gap is similar in other markets, with adoption among older generations significantly lower.
“Phocuswright consumer data also shows generative AI as an incredibly fast-growing resource for travel planning, as well as while in-destination for recommendations, navigation and language translation,” Coletta told PhocusWire. “However, our numbers are lower than what Accenture is reporting.”
Coletta suggested the discrepancy might come down to how Accenture defines “active” users: those who use gen AI at least weekly. “Their numbers start to make more sense under the assumption that these active users are likely on the younger side of the traveling population,” he added.
As AI continues to evolve, both Accenture’s and Phocuswright’s data indicate a clear trend: travellers, especially younger ones, are increasingly comfortable letting intelligent tools do the heavy lifting.
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