AI to influence 61% of European travel spending

A recent Accenture Consumer Pulse study reveals that artificial intelligence is significantly reshaping the travel sector. According to the report, 61% of European travelers believe AI will influence half of their spending on hotels or airlines over the next 12 months.

The research indicates a growing trust in automated tools, with 81% of European travelers open to collaborating with AI-driven travel agents to find the best options. Furthermore, 27% of respondents would allow an AI agent to complete bookings autonomously, provided the agent operates within predefined price limits and preferences while the consumer retains control over the final payment.

Industry experts note that travelers are moving beyond using AI for mere inspiration or recommendations; they are now prepared to let agents act on their behalf by comparing options and suggesting alternatives. This shift challenges traditional brand loyalty, as consumers increasingly evaluate brands based on real-time relevance, price, and responsiveness during each interaction.