Amadeus Study Reveals 64% More Travelers Now Rely on GenAI

Amadeus has released the Connected Journeys study, which explores the evolving role of AI, based on surveys of 9,500 global travelers from countries including China, France, India, Singapore, Spain, the UK, and the US.

The study found a 64 percent year-over-year increase in travelers using generative AI for trip planning and management: 18 percent of travelers now use genAI for discovery and search, compared to 11 percent last year.

The benefits cited by travelers include

• time savings (42 percent),
• personalized recommendations (37 percent),
• discovery of new destinations (36 percent), and
• more confident in decision-making (35 percent).

Additionally, 64 percent of respondents said they were willing to pay for an AI travel assistant to provide in-trip support, with 17 percent ready to pay up to 5 percent of the trip’s total cost for such services.

The research reveals that genAI tools (18 percent) are the third most influential source of research in travel, following word-of-mouth (36 percent) and YouTube content (26 percent).

Along with enthusiasm, the study also highlights limitations:

• 25 percent of respondents were dissatisfied with outdated or inaccurate AI-generated information, and
• another 25 percent felt AI failed to capture their personal preferences fully.

Emily Weiss, Senior Managing Director at Accenture, said: “Generative AI and autonomous agents [...] are already being applied across travel and hospitality to personalize experiences, optimize operations, and reshape how value is created. The real reinvention comes when AI is applied to create simpler end-to-end journeys and stronger connections with travelers.”

Just a couple of days ago, SAP Concur partnered with Amex GBT and introduced Complete, an AI agent that assists with trip planning and recommendations, as well as other travel and expense management tasks.

Check out our explainer about AI travel agents to learn about other existing tools, emerging trends, and the role of AI in travel.

Photo by Artem Beliaikin on Unsplash