Since ChatGPT’s public debut in 2022, the buzz around generative artificial intelligence (AI) has only grown louder. It began as an experiment in conversational tech. Today, it’s become a transformative force across nearly every industry. Travel and tourism are no exception.
From inspiration to booking to exploring the destinations in real life, AI is quietly revolutionizing the traveler’s journey. A recent Phocuswright consumer survey found that half of all travelers expect to use ChatGPT for leisure trip planning within the next year, with many already turning to AI tools as their go-to source for travel inspiration, even ahead of Google and social media.
The Rise of the AI Travel Agent
OpenAI’s vision for the future of travel goes beyond answering questions. Its AI Agent and enhanced ChatGPT digital assistant can now act on users’ behalf, like booking restaurants or activities automatically. This is likely just the beginning of a new era of agent-driven travel, where intelligent systems handle the research, comparison, and even execution of bookings seamlessly in the background.
What does this mean for travel brands? As AI continues to evolve, earned media and online visibility are becoming more crucial than ever for destination marketing organizations (DMOs). That’s because AI bots increasingly rely on credible, published content to inform their travel recommendations. As a result, strong public relations and digital storytelling will directly influence what travelers see in AI-powered search results.
Smarter Partnerships: Booking.com + OpenAI
One of the most significant milestones in this AI-travel evolution came earlier this year, when Booking.com and OpenAI integrated their data systems to create the AI Trip Planner.
The tool allows travelers to ask open-ended questions — like “Where should I go for a romantic weekend getaway in Europe this spring?” — and instantly receive tailored destination ideas, real-time hotel availability, and up-to-date pricing from Booking.com’s database.
This level of intent-driven personalization has transformed how people search, plan, and book trips, offering a customized and curated travel experience that once required a human travel agent.
How Travelers Are Using AI
According to recent data from Statista, a growing number of U.S. digital travelers are embracing AI at pretty much every stage of the journey:
- 65% use AI to get ideas about where to go
- 50% get ideas about things to do
- 45% compare and choose destinations
- 42% research hotels or short-term rentals
- 41% compare and choose activities
- 38% put together itineraries
- 19% use AI for language translation
These numbers highlight a clear shift: travelers are no longer just using AI as a search tool. They’re using it as a decision making partner.
The AI Search Revolution
AI is also changing how consumers search for and evaluate information in general. According to Attest:
- 32% of Americans use AI for at least half of their online research
- 49% are likely to use AI tools when researching purchases
- 60% of global consumers have used AI to help them shop
- ChatGPT prompts surged 70% between January and June 2025
This widespread adoption underscores a broader trend: people increasingly expect faster, more personalized, and more conversational experiences online — including when they travel.
What’s Next for Travel and AI
As consumer adoption rises and new applications emerge, it’s clear that AI will continue to revolutionize trip planning and booking. From intelligent trip builders that already know your preferences to dynamic recommendations that adjust in real time, the future of travel will be more intuitive, connected, and efficient than ever.
