With digital tools evolving at an astonishing speed, travelers are starting to rely on generative artificial intelligence (GenAI) to make trip planning easier and more enjoyable. According to Phocuswright’s latest report, Travelers and Tech 2024: GenAI, VR and More, GenAI is leading the way, becoming more popular than other high-tech tools like virtual and augmented reality among today’s digital-savvy travelers.
Phocuswright’s research found that 39 percent of respondents have already used generative AI for something (not just travel). While GenAI is catching on with all age groups, younger, more frequent travelers with higher incomes are the biggest users for travel purposes. That said, older generations, especially those 55 and up, are also jumping on board—especially when it comes to planning trips.
How Travelers Are Using GenAI
GenAI is quickly becoming a go-to tool for brainstorming and comparing travel options. Here’s how people are putting it to work:
- 65 percent use it to come up with ideas for where to go.
- 41-50 percent rely on it to discover activities, compare choices and make final decisions.
- 56 percent turn to it for researching flights, airlines and routes.
Travelers using GenAI are mostly happy with the results—72% said it was “very helpful” for at least one part of their planning process. Still, many people are cautious, with safety and accuracy being top concerns as they utilize the nascent tech.
Who’s Using GenAI?
Not surprisingly, younger travelers are at the forefront of this tech wave—55% of 18-to-34-year-olds have already used GenAI for something. And, usage of Gen AI for leisure travel purposes is at 46 percent among all users of the technology, while the general usage rate among the traveling population is 18 percent.
What’s interesting to note is that travelers don’t just want to use GenAI on standalone platforms. They’re looking for these tools to be integrated directly into travel provider websites and apps to make the planning process even smoother.
Leisure Travel Leads the Way
Right now, leisure travel is the second most common way people use GenAI overall, with entertainment arts holding the top spot for now. But according to Phocuswright, that’s going to change in the next year. Leisure travel is expected to take the lead, driven largely by older travelers with big plans for future trips.
The Future of Travel Planning
Generative AI is already changing the way people plan trips, from sparking destination ideas to helping compare flights and activities. As the technology keeps improving and becomes more reliable, it’s clear that travelers of all ages are ready to make it part of their process.
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