AI becomes default for US travelers

According to Phocuswright research, 56% of active US travelers used AI for planning, booking, or in-destination assistance in the past 12 months, up from 43% in H2 2025 and 33% in H1 2025. Among AI users, 94% have used it for travel. AI platforms are nearing parity with general search for travel product research. Half of travelers using AI in search engines still click through to source websites. AI usage is expected to increase further.