- Study shows use of generative AI to inspire and book travel increases by almost two-thirds
- 64 % are willing to use an AI travel assistant for information and bookings during the trip and are willing to pay 5.2 % of the trip cost to do so
- But 25% of travelers report frustrations when using generative AI
For many, travel is a source of excitement and anticipation, and a new global report from Amadeus shows how travelers are turning to technology, especially AI, to improve their journey and try to eliminate problems and friction in the process.
The Amadeus study, Connected Journeys: How Technology Will Transform Travel in the Next Decade, based on findings from 9,500 travelers worldwide, including China, France, India, Singapore, Spain, the UK and the US, explores the changing needs of travelers and the role that new and emerging technologies are playing in transforming the travel and hospitality industry.
Travelers are increasingly turning to artificial intelligence (AI) to plan and manage their trips, with the use of generative AI (Gen AI) increasing by 64% year-over-year. The top benefits travelers are reporting are significant time savings (42%, %), highly personalized recommendations (37%, %), and discovery of new destinations (36%, %). Globally, travelers who used Gen AI in their planning felt more confident in their travel decisions (35%, %).
64% of travelers who responded to the Amadeus survey said they would be willing to pay for an AI travel assistant that could help with information and bookings during the trip (e.g. tickets to local attractions). And 17% said they would be willing to pay up to five percent of the total trip value to benefit from such services.
However, the study also reveals areas where AI currently falls short. A quarter (25 %) of respondents have experienced outdated or inaccurate information from AI-generated results, while a further 25 % struggled with AI’s inability to truly capture their personal preferences.
”The rapid rise in the use of generative AI shows that travelers are eager for smarter and more personalized experiences. But the data also reveals a clear message: expectations are high and the industry must work together to meet them. At Amadeus, we see a huge opportunity to collaborate across the travel ecosystem to ensure AI delivers real value – by reducing friction, increasing trust and making every journey more intuitive and enjoyable,”, commented Stig Thorup, Commercial Director, Travel Sellers, Amadeus in Scandinavia
Francisco (Paco) Pérez-Lozao Rüter, President of Hospitality, Amadeus, added: ”Travelers are embracing AI with enthusiasm, but they are also demanding more. In the hospitality industry, we see this as a call to action: to deliver technology that not only responds to travelers” needs, but also anticipates them. From booking the perfect stay to navigating the journey itself, hyper-personalization and real-time accuracy are no longer optional, but expected.”
The data also showed that a full 90% of air travelers report experiencing some level of anxiety while traveling. But these concerns coexist with clear desires and expectations for the trip. Rather than focusing on material things, travelers’ top wishes for their vacation are to spend quality time with loved ones (27% of air travelers), discover great food and drink (25% of air travelers), and create memories that will last a lifetime (24% of air travelers). Almost a quarter (22% of air travelers) explicitly state that a smooth travel experience without delays or disruptions is central to their travel expectations.
As anxiety impacts multiple stages of travel around the world – including packing (26 %), security checks (27 %), the journey to the airport (26 %) and the flight itself (24 %) – technology plays a critical role in transforming the traveler experience.
Travelers are open to adopting innovative technological solutions that promise convenience and security.
- Two-thirds (66 %) show great interest in remote baggage check-in, which means that luggage is collected directly from their home to significantly reduce travel anxiety.
- Similarly, 69% of those surveyed prefer biometric gateways, which promise a smoother airport experience by eliminating repetitive document checks.
Other technological solutions that are already reducing anxiety include real-time updates about the trip via apps (29 %), digital wallets for secure document storage (27 %), smart luggage tracking systems (26 %) and integrated ”super apps” that offer comprehensive travel management in one place (26 %).
To download the report, visit amadeus.com/en/research/connected-journeys
Notes to the editors:
All figures, unless otherwise stated, are from Opinium. The total sample consisted of 9,500 adults from China, France, India, Singapore, Spain, the UK and the US who travel abroad for leisure purposes at least once a year. The fieldwork was conducted between the 4thJune and the June 20, 2025. The survey was conducted online.
According to the press release.
