AI and trip bookings: who will come out on top in 2026?

WeTravel’s 2026 annual study explores how artificial intelligence is redefining trip planning

WeTravel’s Annual Travel Trends Report, based on the analysis of 1.3 million travellers and responses from more than 400 global companies, highlights a fast-changing operational reality. AI is now moving to the heart of trip planning and delivery. This technology directly affects professionals by radically reshaping the purchase journey and travellers’ expectations.

In 2026, travellers have next‑generation search tools (the report cites ChatGPT and Google Gemini) to compare options and choose their trips. AI now makes it possible to meet a personalisation requirement that has become the norm for 56% of operators. Travellers are becoming co‑creators of their trips: 30% of advisors now see clients arriving with AI‑generated itineraries for review, and 23% share specific AI‑sourced recommendations they want included. Use cases even extend to wellness, where 16% of organisers use AI to create personalised health plans before guests arrive.

Operators penalised by AI

In this context, AI is first and foremost a lever for efficiency for professionals. While the primary stated use is content creation and marketing, 42% of operators report that AI speeds up research and itinerary creation, while 41% see it as a way to reduce time‑consuming manual administrative tasks. This efficiency translates into financial gains: 28% of travel advisors state that their costs for managing custom itineraries have decreased thanks to AI’s speed.

However, the impact on booking volumes is mixed. Fourteen per cent of operators reported an increase in bookings thanks to AI search tools. Conversely, 8% noted a decrease because their offers do not appear in the results of these new tools. That means 78% of operators have seen no change, a reminder that AI’s impact is still emerging in this sector.

Nevertheless, the gap is widening: as 66% of operators adopt AI to handle growing complexity (a 14% increase year on year), those who persist with manual processes may see costs rise as they try to keep pace with personalisation. Visibility is becoming critical: while 34% of businesses are already optimising their content for AI, 52% admit they still do not know how to proceed, risking exclusion from future booking pathways.