“AI in travel has crossed a critical threshold, moving from experimentation to expectation,” said Mike Coletta, senior manager of research and innovation at Phocuswright. “What’s striking is not just the scale, but the speed. In a matter of months, usage has surged across every generation, every touchpoint, and every stage of the journey. Yet this is not a story of disruption replacing the old guard. It is a story of augmentation, where AI is rapidly reshaping how travelers discover, plan and book, while traditional channels still hold meaningful ground. For industry leaders, the implication is clear. This is a pivotal moment to understand how AI fits into the traveler decision journey, because the companies that get it right now will define the next era of travel.”
The report also finds that AI travelers are heavier users of online travel resources overall, turning to an average of 4 digital tools when researching and booking trips, compared to 2.2 among non-AI users. They are also younger on average – 41 vs. 52 – and more likely to adopt new travel technology quickly.
The report finds that AI travelers use more online resources, take more trips and spend more on travel, underscoring the segment’s outsized commercial value and its role as a driver of premium demand.
AI travelers are also more comfortable sharing data to power personalization, more willing to book through AI in the future, and more likely to pay for AI tools: nearly 40% subscribe to a monthly AI service, compared to 20% of US adults overall.
The release of this research comes ahead of the Phocuswright Europe conference this June, where leaders from across travel, technology and investment will examine how AI is reshaping traveler expectations, supplier strategies and the competitive landscape.
“AI is already changing where and how travel brands compete, and the impact is measurable,” added Eugene Ko, director of marketing and communications. “We’re seeing it show up in how travelers discover brands, where they engage, and how decisions are ultimately made. In a short period of time, it has reshaped the front door of travel and raised expectations for every digital touchpoint. At Phocuswright Europe, we’ll explore what this means for companies competing for attention, loyalty and conversion in an AI-influenced journey.”
About the report
The findings are based on an online survey conducted February 8-17, 2026, through Dynata’s consumer panel. The study includes 1,570 qualified US leisure travelers, defined as adults with internet access who took at least one overnight leisure trip of 75 miles or more in the past year and played an active role in planning and booking. Results carry an error interval of ±2.5% at a 95% confidence level.
About Phocuswright
Phocuswright is the travel industry’s definitive authority on research, events, and media, powering smart decisions with unmatched insights. Phocuswright decodes market trends, tracks consumer behaviour, and spotlights industry innovation, giving travel leaders the data and intelligence they need to stay ahead. From cutting-edge research to high-impact events and strategic partnerships, Phocuswright is where the industry connects, learns, and leads.
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