Travelers outpace travel industry in AI adoption

A new study by Mindtrip, Sabre, Sojern, and MMGY Travel Intelligence reveals that travelers are adopting artificial intelligence at a rate that outpaces the travel industry. Approximately 54% of travelers have used AI for trip planning, and 75% intend to use it for future trips. In contrast, only 22% of destination marketing organizations (DMOs) offer AI trip-planning tools, and only 26% have a documented AI strategy. The report notes that 72% of DMO leaders believe organizations failing to adopt AI within two years risk becoming irrelevant.

AI is significantly influencing destination discovery, with 40% of travelers discovering locations through AI and 29% changing plans based on AI recommendations. Adoption is highest among younger demographics, with 69% of Millennials and 63% of Gen Z using AI assistants for planning as frequently as social media. Common uses include researching itineraries, comparing flights and hotels, and finding destination ideas.

In France, the trend is growing, with 40% of travelers using AI for holiday preparation in 2026, up from 9% in 2024. While AI provides inspiration and efficiency, experts note it lacks the logistical accountability and security provided by traditional travel agencies.

Separately, Airbnb is integrating AI across its platform. CEO Brian Chesky reported that AI assistants now resolve nearly 45% of customer inquiries. The company is also testing natural-language AI search, AI-powered home comparisons, and machine learning tools to identify high-risk bookings to prevent unauthorized parties.