September 2026 McKinsey/Skift Report Highlights AI's Growing Influence in Early Travel Decision Stages, Survey Shows.
🗺 September 22, 2026, a report by Skift Research and McKinsey & Company highlights AI's growing role in travel planning. Surveying over 1,000 U.S. travelers, 34% used AI during the research stage, with 71% comfortable generating ideas with AI. The report noted significant variations in hotel recommendations across AI platforms. Only 44.7% of properties appeared consistently. AI's influence precedes booking, raising visibility and demand ownership issues for hotels. AGR's frameworks, KFO, and ODI, aim to address these challenges.
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