TLDR: A recent survey by global consumer insights provider Toluna reveals that a significant majority, 87 percent, of Saudi travelers are now utilizing generative artificial intelligence (AI) tools like ChatGPT and Gemini to plan and manage their vacations. This widespread adoption extends beyond younger generations, with AI being used for diverse purposes such as discovering activities, translation, finding deals, and optimizing itineraries, reflecting a broader trend of increasing AI integration across the Kingdom.
RIYADH – Artificial intelligence has become an indispensable tool for Saudi travelers, with a new survey indicating that 87 percent of citizens are leveraging AI platforms for their travel planning and management needs. The findings, released in a recent report by global consumer insights provider Toluna, highlight a profound shift in how Saudis approach their vacations, embracing smart technologies to enhance their travel experiences.
The survey details various applications of AI among Saudi travelers. Approximately 46 percent are using AI assistants to discover activities and attractions, while 43 percent rely on these tools for translation purposes during their trips. Furthermore, 43 percent utilize AI to find the best travel deals, 31 percent optimize their itineraries, and 38 percent seek restaurant suggestions through AI platforms.
Georges Akkaoui, enterprise account director Middle East, Turkiye, and Africa at Toluna, emphasized the growing trust in AI as a travel companion. “AI is becoming a trusted travel companion, and not just among younger generations,” Akkaoui stated. “From finding hidden gems and translating on the go, to getting activity suggestions, young Saudi travelers are making the most of AI to enhance every part of their journey.” He also noted the remarkable adoption among older demographics, with over 40 percent of travelers aged 45-60 also using AI for deals, activities, and translation, indicating that AI use is not limited to the tech-savvy.
This trend in travel aligns with a broader surge in AI adoption across Saudi Arabia. A June report by Google, in collaboration with UK-based research agency Public First, revealed that 80 percent of Saudi adults use AI tools, with one in three doing so regularly. This figure is nearly double the 52 percent reported for adults in the United States using large language model-based chatbots, according to a study by Elon University in North Carolina.
Despite the significant embrace of AI, traditional information sources continue to hold relevance. The Toluna survey found that 41 percent of Saudi travelers still rely on recommendations from family members and friends when making travel decisions. Other key factors influencing destination choices include safety and security, prioritized by 46 percent of travelers, and scenery, which is a decision-making factor for 48 percent.
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The increasing integration of AI across various sectors underscores Saudi Arabia’s commitment to its Vision 2030, which aims for accelerated digital transformation and economic diversification. The widespread adoption of AI in travel reflects the Kingdom’s proactive approach to leveraging advanced technologies for societal and economic benefit.
