Accenture Insights on AI in Travel Planning

Accenture just released the results of its most recent Consumer Pulse Survey which reveals that a growing number of travelers are opting for generative artificial intelligence (gen AI) over social media to help them plan their trips.
In the report titled Me, My Brand, and AI: The New World of Consumer Engagement, findings show that gen AI is already the number one channel for travel discovery ahead of social media and Online Travel Agencies (OTAs), for active Gen AI users, defined as people using gen AI tools at least weekly for personal and/or professional reasons.

This is an interesting development, given how last year, survey respondents expressed that booking hotels was more challenging than buying a car and that choosing a flight was nearly as complex as selecting a mortgage. Around 73% reported facing information overload due to the sheer volume of options and claims online, causing them to shy away from booking flights and hotel stays digitally.

Now, both gen AI and agentic AI are providing support for travel companies by enabling travelers to confidently find and purchase tailored experiences.

In light of recent developments, Accenture’s global travel lead Emily Weiss remarked: “In the space of a year, we are already seeing AI start to solve for the problem of choice and decision overload, with a real opportunity to bring enjoyment back to the arduous process of discovering and purchasing memorable travel experiences.”

How gen AI is Changing Travel

Gen AI presents the travel industry an opportunity to recreate the discovery and purchasing process for travelers. Key findings include:

• 80% of travelers across airlines, hotel stays, and travel platforms are using gen AI tools. They are no longer early adopters but have become the new mainstream.
• 86% of travelers want to personalize their own experiences, with 93% of active gen AI users asserting this connection significantly enhances their relationship with the brand.
• 93% of OTA users indicated they have used or are willing to use gen AI for purchasing decisions.
• 78% appreciate the idea of a trusted AI-powered personal shopping assistant that understands their goals.
• 57% are interested in an AI assistant capable of navigating multiple services to meet their needs.
• Current engagements show travelers are 1.3 times as engaged and 1.7 times as likely to accept a higher price for attuned experiences that resonate emotionally.
• A whopping 79% of users desire travel brands to remember them personally.

As Weiss explained, “For the travel industry, the AI opportunity goes beyond securing bookings. Instead of feeling overwhelmed by endless options, gen AI can act as a personal concierge, offering personalized recommendations based on preferences, budgets, and location.”

What Else Do Travelers Want?

The report shows that 81% of travelers look for immersive experiences during research and discovery. Additionally, about 42% would switch brands that proactively suggest real-time improvement solutions for experiences. Furthermore, over three-quarters expressed a desire for brands to uniquely recognize and remember them.