With an anticipated record-breaking holiday season on the horizon, 30 percent of travelers report they’ll turn to AI for planning assistance, according to a survey by leading travel publisher Matador Network, which introduced the free AI travel assistant GuideGeek last year.
Among travelers who’ve previously used AI, two-thirds (66.6 percent) intend to use it again this holiday season. Millennials and Gen Z travelers are nearly 50 percent more likely than older generations to utilize AI for travel planning, as AI now offers “superpowered” assistance, helping users find deals, navigate destinations, and translate languages.
According to Statista, the statistics portal for market data,
– AI is projected to drive 32 percent of travel industry revenue by 2024.
– 39 percent of leisure travelers report high satisfaction with AI travel recommendations.
– 40 percent of U.S. adults use AI-powered virtual travel agents.
– By 2032, generative AI in travel is expected to reach $3.58 billion worldwide.
AI is revolutionizing travel, boosting personalization, efficiency, and security. AI-powered tools assist travelers around the clock, responding to queries, managing bookings, and offering targeted offers. Facial recognition and dynamic pricing enhance both convenience and security, adjusting costs in real time.
Daryl H., an American living in Slovakia, recounts using AI in Split, Croatia, last Christmas: “AI led me to Diocletian Palace and Marjan Park, beautifully decorated for the holidays. Without AI’s suggestion, I might have missed Marjan Park. I’ll use AI again to find holiday inspiration in Europe.”
Planning for families is the most common use of AI, followed by travel for people with disabilities. An earlier 2024 survey by Matador Network found that families and travelers with disabilities report higher satisfaction with AI travel tools, as AI offers personalized guidance for unique needs.
Matador Network CEO Ross Borden highlights AI’s role: “The holiday season often finds people making plans with family members and friends they don’t necessarily get to see at other times of year.
“Generative AI is really well suited to finding activities for a diverse group of people with different interests. You can ask GuideGeek specific questions like, ‘We have a 94-year-old who uses a wheelchair and a 15-year-old vegetarian in our group. What are some good options for dinner in Chicago?’”
Travelers can interact with GuideGeek for free on WhatsApp, Instagram, and Messenger, receiving instant, personalized responses. In destinations like Greece, Aruba, and Toronto, customized GuideGeek tools offer specific local recommendations.
“AI has made my travel planning a little easier because not only does it give me great suggestions but also includes information on hidden gems in the destination I am visiting,” says Christine Frances of Atlanta, who used AI to plan a trip to Vancouver, British Columbia, just after the holidays last year. “An experience that AI suggested was visiting Lynn Canyon Park for a more laid-back waterfall hike. I loved it and it wasn’t super crowded.”
As AI advances, it promises to make travel planning more accessible, efficient, and enjoyable for all travelers, signaling a new era of personalization and seamless logistics in the industry.
