A new layer of discovery reshapes how travelers search, compare, and make decisions
Dec 3, 2025
Travelers in the United States are increasingly turning to generative AI tools like ChatGPT and Google’s AI-powered search features to plan their trips. According to new research from Phocuswright, nearly four in 10 travelers used AI for trip research in the past year — an 11-point rise that signals a meaningful shift away from traditional search. Younger, higher-spending travelers are leading this transition, using AI not only for inspiration but also to make concrete travel decisions. While trust in peer reviews and personal recommendations remains strong, AI has now reached parity with long-standing travel content sources.
Key takeaways
- Rising AI adoption: Nearly 40% of U.S. travelers used generative AI for trip research, marking significant growth over last year.
- Search losing share: Traditional search remains dominant but is declining as AI tools gain traction in early-stage trip planning.
- Millennials lead usage: Millennials show the highest adoption, with Gen Z still leaning more heavily on social media for inspiration.
- High-value segment: AI-using travelers report higher incomes, take more trips, and spend more annually on travel.
- Decision influence: Most AI users relied on AI outputs to make at least one travel decision, often across multiple trips.
- Increasing comfort: Comfort with AI is rising overall, particularly among those who have already used it, though baby boomers lag behind.
- Trust gap persists: Friends, family, and peer reviews remain the most trusted sources, but AI now matches traditional travel publications in influence.
- Structural shift underway: AI is becoming a core research layer, reshaping how travelers search, evaluate options, and engage with travel content.
Get the full story at PhocusWire
