AI is already shaping how travellers plan, but the travel industry may be playing catch-up, according to new research.
The AI Readiness Report from Mindtrip, Sabre, Sojern and MMGY Travel Intelligence found 54% of travellers had used AI to plan a trip, while 75% expect to use it for future travel.
The report says 72% of destination marketing organization (DMO) leaders warn organizations “risk becoming irrelevant in destination discovery” if they don’t adopt AI within the next two years.
Currently, 22% of DMOs offer AI trip-planning tools on their websites, and only 26% have a “documented AI strategy.”
"We're witnessing the biggest shift in travel planning since online booking transformed the industry," said Sylvia Weiler, President and GM of Sojern Destinations.
The use of AI to plan travel is particularly popular among younger travellers. Nearly seven in 10 Millennials (69%) and 63% of Gen Z travellers say they use AI assistants as often as social media for trip planning.
The report says AI is also influencing where people travel to. About 40% of respondents said they have discovered a destination through AI, while 29% have changed their travel plans based on an AI recommendation.
The most common things travellers use AI for include researching itineraries (42%), comparing flights, hotels and tours (32%) and finding destination ideas (32%).
Travellers are also looking to technology for more practical help: 60% use AI to research attractions, restaurants and transportation, 56% to compare prices and 43% to build itineraries and organize trip details.
Nearly two-thirds of travellers (63%) said they would use an AI trip planner on a destination website, while one in four said they’re less likely to use a site without AI features.
The rise of AI among travellers is an ongoing trend.
In March, Open Jaw covered Phocuswright research showing the tech was becoming more popular, with 56% of travellers using AI for at least one trip in the past 12 months, up sharply from 43% in late 2025 and 33% in the first half of the year. More than double the share in 2024.
