AI influences travel planning but rarely drives direct bookings

A new study by market analytics firm Mower reveals that while artificial intelligence is becoming a primary tool for travel discovery, it is not yet driving direct bookings. According to a survey of 1,000 U.S. leisure travelers, 86 percent use AI for trip planning and 97 percent say it influenced their most recent trip. However, only 5 percent of respondents book exactly what an AI tool recommends.

Travelers frequently use AI to narrow down options before verifying information through other channels. Nearly 60 percent of users search Google after receiving an AI recommendation, while 50 percent visit official websites and 40 percent compare prices across multiple platforms. Trust in AI recommendations varies by trip type; travelers are more comfortable using AI for road trips than for luxury vacations or honeymoons.

This shift in consumer behavior is prompting a need for brands to adopt Generative Engine Optimization (GEO) strategies. As AI tools provide personalized itineraries and specific recommendations, destinations that do not appear in AI-generated answers risk being overlooked entirely. This evolution is a central theme for World Tourism Day 2026, which focuses on the digital agenda and artificial intelligence in redesigning tourism.