Accenture research finds Gen AI becoming top source for travel discovery

Over half of travellers ready for AI Agents that plan and book entire trips

Accenture has released its latest Consumer Pulse survey of 18,000 consumers in 14 countries.

The report titled “Me, my brand, and AI: The new world of consumer engagement,” explores how the adoption of AI across the Travel, Retail and CPG industries, is reinventing the consumer-brand relationship, influencing not just what people buy, but how they think, feel and engage. 

A year ago, Accenture’s Consumer Pulse Survey found that travellers felt booking a hotel was harder than buying a car and that choosing a flight was almost as hard as choosing a mortgage. 

Almost three-quarters (73%) of consumers said they faced “information overload”, the result of the sheer number of choices, messages, ads and claims consumers face. As a result, 73% walked away from a hotel or flight booking entirely.  

Today, AI and Generative AI (Gen AI) and agentic AI is enabling travel companies to solve these issues by empowering travellers to discover and purchase the right experiences with confidence tailored to their individual needs.  

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.  

It found that 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.  

While 86% of travellers 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, and 78% of travellers are open to using a trusted AI-powered personal shopping assistant that understands their needs and goals. 

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

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

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

It showed more than 8 in 10 (81%) of travellers seek immersive experiences at the research and discovery stage of purchasing and 42% would switch to a brand that could proactively suggest solutions to improve their experience in real-time, while 8 in 10 (79%) travellers want a brand that makes them feel special by remembering them personally. 

Emily Weiss, global travel lead of Accenture, said: “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 travellers 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.”  

“With ‘agentics’ now in the mix - where Al agents assist with complex, goal-oriented tasks with minimal human intervention, such as facilitating pre-booking inquires and reservations - the industry can further assist travellers by reducing the time and effort required to scour for best options and prices. 

Weiss added: "These agents can monitor price changes in real time, integrate loyalty points and offer assistance when plans change."