Generative AI (gen AI) is rewriting the rules of travel discovery and planning. Large Language Models (LLMs) now guide travellers through every step of the journey, surfacing destinations, comparing accommodations, and even building itineraries. All this, often without the traveller consciously realising it. Although today, relatively few travel bookings are completed via AI concierges, their influence is already significant.
Accenture’s Consumer Pulse Survey 2025, shows gen AI is already the number one go-to-channel for travel discovery ahead of social media and Online Travel Agencies (OTAs), for active gen AI users, defined as those using gen AI tools at least weekly for personal and/or professional reasons. It signals a huge shift in consumer attitudes. But it doesn’t end there. We can expect that as technology advances, it’s not only able to advise travellers, but, increasingly, can carry out tasks on their behalf.
Big picture? From the moment a question is asked of a chat-based assistant, to the final decision on where to go, gen AI is taking on the role not only of search engine, but a full-service concierge for the modern shopper.
An opportunity to deepen relationships and boost revenues
For airlines, hospitality brands and OTAs, gen AI presents a powerful opportunity to deepen relationships with travellers and boost revenues. Ensuring brands are visible, structured, and accurately represented within the LLM ecosystem will be critical to staying top-of-mind at each stage of the purchasing journey. If overlooked, there’s a risk of being misrepresented or simply not appearing in travellers’ search and discovery journeys at all. In response, travel companies should use LLMs as a powerful new interface to meet consumers earlier in their decision-making process, in a way that feels natural and helpful. When AI curates travel experiences that are tailored, emotionally resonant, and delivered in real-time, it can open the door to deeper relationships with travellers, as well as opportunities to increase revenue streams.
For instance, the survey reveals travellers are 1.3x as engaged, and 1.7x as likely to accept a higher price from a travel provider that delivers emotionally engaging experiences.
Becoming discoverable
The LLM travel ecosystem is taking shape. It’s not just the models, it’s the interfaces, integrations, and data layers that determine how travel brands “show up” when an AI assistant is asked, “Where should I go for my honeymoon if I love art, food, and history?” or “What’s the most scenic train journey in Southeast Asia?”
The answers to those questions are being shaped by more than just public data, they’re also increasingly informed by availability of hotel rooms, user reviews, loyalty tier benefits, and even cancellation policies. That means travel providers must open up their product data to be machine-readable, API-accessible, and structured enough to be ingested by LLM-powered platforms.
Simply put, you can’t afford to be locked away in a static website. Being discoverable means making your brand attributes and information legible to gen AI. Get it right, and your brand doesn’t just appear, it will get prioritised.
Welcome to the recommendation era
Traditional search is giving way to suggestion and recommendation, where travel brands have an opportunity to build LLM-powered advisors into their own platforms, apps, and booking flows. Instead of asking travellers to sift through filters and dropdown menus, brands can now offer conversational, intuitive interactions, where users simply ask questions and receive personalised suggestions in real time. It’s not just a better user experience; it’s a fundamental shift in how travellers discover, decide, and book.
Elevating the human touch in travel
While AI takes on much of the planning work for travellers, it also transforms the on-ground experience by giving hotel staff, airport agents, and tour operators faster access to information they need, such as guest preferences, real-time language translation, and up-to-date itineraries. This means they can respond to requests more quickly, personalise interactions, and handle unexpected changes with ease, ultimately creating a smoother and more welcoming experience for travellers.
LLMs: The new travel influencer
The shift to LLMs as the new front door of travel discovery is already underway. These tools are not just advisors; they are fast becoming decision-makers. According to the survey, 80% of travellers are already using gen AI tools.
The path forward will require strategic collaboration with AI platforms, greater emotional insight and a readiness to design for zero-touch engagement – buying journeys handled by AI agents with no direct consumer involvement. Brands that get it right will truly stand out and be trusted, not just by consumers but by the LLMs and gen AI agents that are influencing purchase decisions.
Gen AI isn’t just another tool. It’s becoming the nervous system of travel commerce, seamlessly connecting inspiration, planning, and booking. And it will reward travel brands that show up with relevance, clarity, and purpose, ensuring they stay top-of-mind in a world where AI increasingly guides every journey.
