TLDR: A new Accenture Consumer Pulse Survey indicates that generative AI (Gen AI) has surpassed social media and online travel agencies to become the primary source for travel discovery among active users. The research, spanning 18,000 consumers across 14 countries, highlights a significant shift in traveler behavior, with a majority now using Gen AI tools and expressing readiness for AI-powered agents to plan and book entire trips.
Generative Artificial Intelligence (Gen AI) is rapidly transforming the landscape of travel planning, emerging as the top channel for travel discovery, according to Accenture’s latest Consumer Pulse Survey 2025. The comprehensive study, which surveyed 18,000 consumers across 14 countries in January, reveals a profound shift in how individuals research and book their trips, with Gen AI now outranking traditional methods like social media and Online Travel Agencies (OTAs) for active users.
The report, titled ‘Me, My Brand, and AI: The New World of Consumer Engagement,’ defines ‘active Gen AI users’ as individuals utilizing these tools at least weekly for personal or professional reasons. For this segment, Gen AI has become the number one go-to channel for discovering travel options. The findings underscore that Gen AI adoption in travel has moved beyond early adopters, becoming a mainstream phenomenon.
Key data points from the survey highlight this trend:
Widespread Adoption: A remarkable 80% of travelers across airlines, hotel stays, and travel platforms are now actively using Gen AI tools for their travel needs.
Desire for Personalization: 86% of travelers express a strong desire to shape their own experiences, with 93% of active Gen AI users emphasizing the importance of this for their personal connection with brands.
Trust in AI for Decisions: Over nine in ten (93%) active Gen AI users have either used or would readily use Gen AI to support their purchasing decisions.
Openness to AI Assistants: A significant 78% of travelers are open to leveraging a trusted AI-powered personal shopping assistant that comprehends their unique needs and goals. Furthermore, 57% seek an AI assistant capable of working across multiple brands and services to autonomously fulfill their travel requirements.
Value for Engaging Experiences: Travelers are 1.3 times more engaged and 1.7 times more likely to accept a higher price from travel providers that deliver emotionally engaging experiences. Additionally, 79% desire a travel brand that makes them feel special by remembering them personally.
Immersive Discovery: 81% of travelers are seeking immersive experiences during the research and discovery phase of their travel planning.
Emily Weiss, Accenture’s global travel lead, commented on these transformative findings: “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.” She further elaborated, “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.”
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The research signifies a pivotal shift from previous years, where 73% of consumers reported facing ‘information overload’ when booking travel, often finding hotel booking more challenging than buying a car. Gen AI is now poised to alleviate this complexity, offering tailored and efficient solutions that enhance the overall travel planning journey.
