Searching for, booking and experiencing travel, as well as how travel companies operate, are all subject to dramatic change in the coming years as GenAI and digital identity converge.
Phocuswright’s latest research report Travel Innovation and Technology Trends 2025 is unequivocal in showing that GenAI is proving highly effective for travel. Travelers are adopting it rapidly and are very happy with the results.
When we asked travelers about future interest in “Booking/reserving trip components,” (this capability was not possible at the time of the survey), interest seemed moderate, at 40%, but that’s actually quite good. Many people will continue booking travel in the ways they’re used to – on websites and apps or calling – for a long time. But especially for simpler trips, if they’re using GenAI to plan their trip and can get live prices and booking capabilities right inside that environment, a significant number of people will be interested in doing so.
This is why our main trend for 2025 is the significant shift of travel intent into generative chat and search environments, with the anticipation that a meaningful number of bookings will occur there in the next year or two.
Here are 5 ways autonomous AI agents will redefine travel:
Register now for the online event series
The New Age(nts) Trend Series Part 1: Impact on Company Operations
March 20, 2025 – 11 AM ET
In part one, Mike Coletta, Phocuswright’s senior manager, research and innovation and Robert Cole, senior research analyst, lodging and leisure travel will be joined by a group of industry experts to discuss the impact of automation on travel company operations.
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