TLDR: New research from Amadeus indicates a significant rise in traveler demand for technology, particularly Artificial Intelligence, to streamline and enrich their travel experiences in 2025. The study highlights strong interest in biometric solutions and remote baggage services, alongside a growing reliance on Generative AI for planning, despite some reported frustrations.
MADRID – A new global study by Amadeus, titled “Connected Journeys: How Technology Will Transform Travel in the Next Decade,” reveals a surging appetite among travelers for technology-driven enhancements to their journeys in 2025. The research, which surveyed 9,500 travelers across China, France, India, Singapore, Spain, the UK, and the USA, underscores a clear desire to eliminate pain points and friction throughout the travel process.
Artificial Intelligence (AI) is at the forefront of this technological shift, with Generative AI (Gen AI) usage for travel planning and management experiencing a remarkable 64% increase compared to the previous year. Travelers are drawn to Gen AI for its ability to deliver significant time savings (42%), highly personalized recommendations (37%), and the discovery of new destinations (36%). This increased reliance on AI has also contributed to 35% of travelers feeling more confident in their travel decisions.
The study highlights a willingness among travelers to embrace innovative solutions for convenience and reassurance. A substantial 69% of respondents expressed a preference for biometric gateways, envisioning a smoother airport experience free from repetitive document checks. Similarly, two-thirds (66%) showed strong interest in remote baggage check-in services, where luggage would be collected directly from their homes, aiming to alleviate pre-trip anxiety.
Financial commitment to AI-powered services is also evident, with 64% of travelers indicating a willingness to pay for an AI travel assistant that provides in-trip information. Furthermore, 17% of these travelers would be prepared to allocate up to five percent of their total trip value for such services.
However, the research also sheds light on the current limitations of AI. A quarter (25%) of respondents reported encountering outdated or inaccurate information from AI-generated results. Another 25% expressed frustration with AI’s inability to truly capture their personal preferences, suggesting areas for further development and refinement in AI travel tools.
Beyond technological desires, the study also explored core traveler aspirations. Quality time with loved ones emerged as a top hope for time away (27%), followed by discovering great food and drink (25%), and creating lasting memories (24%). Nearly a quarter (22%) emphasized the desire for a smooth travel experience, free from delays or disruptions, as central to their travel aspirations. These findings underscore the critical role technology plays in transforming the traveler experience, addressing common worries such as packing (26%), going through security (27%), travel to the airport (26%), and the flight itself (24%).
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“The rapid rise in Generative AI usage shows that travelers are eager for smarter, more personalized experiences,” an Amadeus spokesperson noted, highlighting the industry’s ongoing evolution to meet these demands.
