Gen AI is becoming a top source for travel discovery

More than half of travellers happy to AI agents to plan trips

Artificial Intelligence (AI), new generative AI (Gen AI) and agentic AI are enabling travel companies to empower travellers to discover and purchase the right experiences for their needs with confidence. 

According to Accenture’s Consumer Pulse Survey 2025, Gen AI is already the number one go-to-channel for travel discovery ahead of social media and Online Travel Agencies (OTAs), for active Gen AI users, defined as people using Gen AI tools at least weekly for personal and/or professional reasons. 

Gen AI provides an opportunity for the travel industry to reimagine the discovery and purchasing process for travellers. 

Eight in 10 (80%) travellers in the sample across airlines, hotel stays, and travel platforms are now using gen AI tools. Brands can no longer treat Gen AI users as early adopters. They are the new mainstream. 

Meanwhile, 86% of travelers now want to shape their own experiences, with 93% of active gen AI saying this is important to the personal connection they feel with the brand.  

More than nine in 10 (93%) active users have or would use Gen AI to help support purchasing decisions.

As many as 78% of travelers are open to using a trusted AI-powered personal shopping assistant that understands their needs and goals.

Some 57% of travelers seek an AI assistant that can work across multiple brands and services to autonomously solve for their needs.

Travelers are 1.3x as engaged, and 1.7x as likely to accept a higher price from a travel provider that delivers emotionally engaging experiences

Further, 79% want a travel brand that makes them feel special by remembering them personally  

Emily Weiss, Accenture’s global Travel lead, said of the data: “In the space of a year, we are already seeing AI start to solve for the problem of choice and decision overload, with a real opportunity to bring enjoyment back to the arduous process of discovering and purchasing memorable travel experiences.

“Gen AI takes this a step further by helping travelers have those experiences tailored to their unique needs and preferences in a more human and natural way.”

“For the travel industry, the AI opportunity goes beyond securing bookings. 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.

“It can consider factors such as a person’s previous travel history, loyalty program status and even real-time data on local events and attractions.”