Travellers who plan for their travel using artificial intelligence are proving to be one of the most valuable customer segments in the travel industry, says Phocuswright.
Its findings show AI-using travellers are taking more trips, spending more per year and engage more with digital travel tools than those who have not adopted AI.
The report The AI Surge: Travel’s Fastest Behavioural Shift in a Decade shows AI travellers have a median household income of USD129,200 compared to USD104,000 for non-users, and take 3.8 leisure trips per year versus 2.9 among nonusers. They also spend USD4500 annually on leisure travel compared to non-users’ USD3000.
“AI in travel has crossed a critical threshold, moving from experimentation to expectation,” says Phocuswright’s Mike Coletta. “What’s striking is not just the scale, but the speed. In a matter of months, usage has surged across every generation, every touchpoint, and every stage of the journey. For industry leaders, the implication is clear. This is a pivotal moment to understand how AI fits into the traveller decision journey, because the companies that get it right now will define the next era of travel.”
The report found AI travellers use an average of four digital tools when researching and booking, and non-users tend to use an average of 2.2.
“AI is already changing where and how travel brands compete, and the impact is measurable,” he adds. “We’re seeing it show up in how travellers discover brands, where they engage, and how decisions are ultimately made. In a short period of time, it has reshaped the front door of travel and raised expectations for every digital touchpoint.”
AI travellers are more comfortable sharing data, more willing to book through AI in the future and more likely to pay for AI tools, with 40% subscribing to a monthly AI service compared to 20% of US adults overall.
Phocuswright says AI’s impact has moved from a behavioural impact to an economic one.
