New Amadeus study finds rising comfort with AI-driven tools, but accuracy and personalization remain key hurdles
Oct 6, 2025
A new global study by Amadeus shows travelers are increasingly embracing AI and automation to remove friction from their journeys, with strong enthusiasm for tools like biometric gateways and AI travel assistants. However, high expectations and frustrations with AI’s accuracy highlight a clear challenge for the travel industry to meet demand for smarter, more reliable experiences.
Key takeaways
- AI adoption surges: Generative AI usage among travelers has grown 64% year-over-year, with users citing time savings, personalization, and confidence in travel decisions as top benefits.
- Willingness to pay for AI help: 64% of travelers would pay for an AI travel assistant to manage in-trip information, and 17% would pay up to 5% of their trip cost for it.
- Persistent AI frustrations: One in four travelers have encountered outdated or inaccurate AI information, while another 25% say AI tools fail to reflect their personal preferences.
- Strong support for biometrics and remote baggage check-in: 69% favor biometric gateways for faster airport passage, and 66% show high interest in remote baggage collection from home.
- Travel anxiety remains widespread: 90% of air travelers report some level of stress, most commonly around packing, security, and airport transfers — driving openness to tech that simplifies these moments.
- Human priorities still lead: Despite growing digital adoption, top travel motivations remain emotional — quality time with loved ones, good food, and creating lasting memories.
Get the full story at Amadeus
