Younger travelers drive adoption as rising costs and climate pressures reshape demand
Nov 18, 2025
AI use for trip planning is growing fast, especially among Gen Z and Millennials. New ETC research shows travellers turning to AI tools for better deals, off-peak travel insights, and more personalised planning — all against a backdrop of shifting travel seasons, higher prices, and strong demand for Europe.
Key takeaways
- Surging AI adoption: AI use in travel planning jumped from 10% in 2024 to 18% in 2025, led by Gen Z and Millennials.
- Global uptake varies: Usage is highest in China (40%) and the US (27%), signalling strong momentum beyond Europe.
- OTA integration fuels growth: As OTAs embed AI assistants, consumer use is expected to expand further.
- Season-shifting behaviour: 28% of travellers plan to move trips to different months to avoid heat, crowds, and high prices.
- Europe demand remains strong: International arrivals rose 3% and visitor spending is forecast to grow 9.9% in 2025.
- Value-driven decision-making: High prices push travellers toward more affordable destinations, boosting Central and Eastern Europe.
- Climate and capacity concerns: Weather disruptions and overcrowding continue to influence travel choices and planning behaviour.
Ge the full story Travel Weekly UK
