A new Phocuswright report reveals that travelers are rapidly adopting GenAI and are highly satisfied with its impact
Feb 18, 2025
The latest report from Phocuswright highlights the rapid adoption of generative AI (GenAI) among travelers. While GenAI usage lagged behind virtual and augmented reality in 2023, it surged past both technologies in 2024, becoming a key tool in the travel planning process. The study reveals that travelers not only use GenAI frequently but also view it positively, leading to expectations of even greater adoption in the coming years.
Key takeaways
- Rapid growth in GenAI adoption: In 2023, 22% of U.S. travelers used GenAI for any purpose. By 2024, this figure jumped to 39%, surpassing VR and AR usage;
- GenAI for travel planning: Among those who used GenAI in the past year, 46% applied it to travel-related tasks, making it the second most popular use case after entertainment. Overall, 18% of U.S. travelers now use GenAI for leisure travel;
- Continued growth expected: Over the next 12 months, travel is expected to become the top use case for GenAI among consumers;
- Most common uses of GenAI for travel: Gathering travel inspiration (74%), researching flights (65%), comparing and selecting destinations (63%), choosing activities (55%), creating itineraries (54%), finding things to do (52%), researching hotels (49%), researching car rentals (43%);
- Future impact on travel bookings: Phocuswright predicts a major shift toward generative chat and search environments for travel bookings, with companies like Google already working on integrating booking features into AI-powered platforms.
Get the full report at Phocuswright
