AI Stepping Up & Out in Tourism

Artificial intelligence (AI) is transforming the way we plan travel, moving beyond science fiction into a practical tool for creating personalised and cost-effective experiences.

The tourism industry has been embracing digitalisation for years—whether for booking flights, hotels, or accessing travel information.

As a result, travel agents have had to adapt to the increasing influence of online platforms in shaping vacation plans.

Yet, the digital revolution is far from complete.

With AI’s rapid advancement, traveler behaviour continues to evolve, ushering in a new era of intelligent trip planning.

While still in its early stages, a report from Amadeus IT Group, a leading provider of travel technology solutions, highlights AI’s growing influence in shaping the future of tourism.

Majority of Travellers Trust AI for Recommendations

A global survey of 6,000 travelers, outlined in the Travel Dreams report, reveals a growing trust in AI for trip planning.

Only 13% of respondents—and just 3% of Gen Z—expressed scepticism about AI-generated recommendations.

Many travelers already see AI as a valuable tool, with 50% using it to find top dining spots and 54% of business travelers open to AI handling reservations.

Additionally, half of respondents would trust AI to suggest entertainment venues, while 18% would even rely on it to write reviews.

When researching destinations, travellers prioritise information on the best places to eat (54%), transportation options (49%), safety tips (44%), and hidden gems (43%).

As value for money remains a key factor for 56% of travelers, AI is increasingly viewed as a way to enhance their experience.

AI-powered virtual travel assistants are particularly appealing to 28% of all travelers and 42% of business travelers, while 25% are open to using AI chatbots for hotel inquiries.

Beyond AI, virtual reality is also gaining traction in the travel industry, with 66% of leisure travelers expressing interest in exploring destinations virtually before booking—a trend that could reshape how people choose their next getaway.