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.
Impact and considerations
The rapid adoption of AI in travel is reshaping traveler search and booking behavior, with profound implications for travel companies, distributors, and destination marketing strategies.
Key points
- 56% of US travelers use AI for travel-related activities
- AI usage rose from 33% in H1 2025 to 56%
- 94% of AI users have used it for travel
- AI platforms near parity with general search for travel research
Sources and time
- Primary source
- PhocusWire / Phocuswright
- Other sources
- 0
- First source publication
- 24 Mar 2026, 15:00
- Page published
- 13 Aug 2026, 08:23
- Last updated
- 24 Mar 2026, 15:00
- Original links
- PhocusWire All News：The fastest shift in travel behavior just became the default | PhocusWire (opens in a new tab)Primary source · en · Published 24 Mar 2026, 15:00