Travelers Embrace AI for Trip Planning While Brands Fall Behind

Recent research indicates a significant shift in how travelers plan their trips, with 75% of respondents expressing intent to use artificial intelligence (AI) tools in the future. This trend, highlighted in a study by MMGY Travel Intelligence, Mindtrip, Sabre, and Sojern, marks a pivotal moment for the travel industry, where the focus is no longer on whether to adopt AI, but on how quickly and effectively travel brands can integrate it into their offerings.

The study reveals that over half of travelers are already utilizing AI for various aspects of trip planning, including itinerary research, flight and hotel comparisons, and destination exploration. Among younger demographics, the reliance on AI is particularly pronounced, with 69% of Millennials and 63% of Gen Z travelers using AI tools as frequently as social media for planning. This rapid adoption underscores a growing consumer expectation for personalized and efficient travel planning solutions.

Despite this consumer momentum, travel brands and destination marketing organizations (DMOs) are lagging significantly behind. Only 22% of DMOs currently offer AI trip-planning features on their websites, and just 26% have a documented AI strategy. The research suggests that the industry is approximately two years behind travelers in terms of AI adoption. This gap poses a serious risk, as brands that fail to engage with AI may lose their relevance in the travel discovery process.

The urgency for travel brands to embrace AI is compounded by the fact that 72% of DMO leaders believe that organizations not adopting AI within the next two years risk becoming obsolete. With 70% of destinations reporting declining organic search traffic, the traditional metrics of success are shifting. The focus is moving from mere website visits to the influence exerted within AI-driven platforms, where travelers may receive recommendations without ever visiting a brand’s website.

As AI becomes the primary interface for travel planning, brands that can effectively integrate their local expertise and provide accurate information will gain a competitive edge. The study emphasizes that DMOs possess a unique advantage in this landscape: their authoritative knowledge of local conditions and attractions can foster trust among travelers. This trust is critical, as travelers are increasingly relying on AI for high-stakes decisions, such as itinerary planning and price comparisons.

The research also highlights the need for travel brands to rethink their marketing strategies. It is no longer sufficient to focus solely on emotional storytelling; brands must also deliver practical utility. By addressing specific traveler needs—such as dietary restrictions or family-friendly activities—brands can enhance their relevance and value proposition.

However, the transition to AI-driven marketing is not without challenges. Travel organizations must navigate internal constraints, including limited resources and governance requirements, which can hinder rapid adaptation. A test-and-learn approach is essential for brands to identify valuable traveler problems and develop effective AI solutions. This iterative strategy will enable organizations to refine their offerings and better meet consumer expectations.

The potential for smaller destinations to compete on a more level playing field is noteworthy. With AI as the new gateway to travel discovery, lesser-known destinations with compelling content can attract attention based on relevance rather than marketing budgets. This shift could democratize visibility in the travel sector, allowing unique experiences to shine through.

As the industry grapples with these changes, the winners will likely be those that prioritize learning and adaptability. The ability to provide trustworthy, useful information at critical decision points will define success in this evolving landscape. Travel brands now face a crucial decision: adapt to the AI-driven future or risk becoming obsolete as consumer preferences continue to evolve. The stakes are high, and the time to act is now.