Planning a trip has traditionally been a time-consuming task. On average, travellers spend around 25 hours researching destinations, comparing accommodation options, booking flights and coordinating activities. Fortunately, artificial intelligence (AI) is beginning to remove this friction. It can streamline planning, surface relevant options more quickly and provide tailored support at every stage, turning a stressful planning experience into something smoother and more enjoyable.
For businesses, this means applying AI in the right ways, at the right moments in the customer journey, to meet expectations and stay competitive.
AI adoption across the travel journey
Travellers move through a multi-stage journey when planning, booking, and experiencing travel, and AI adoption varies across these stages.
Consumers are particularly receptive to using AI to explore accommodations, flights, and activities, and to get personalised guidance on dining, entertainment and tours. This appetite is particularly strong among younger travellers who are more likely to leverage AI, signalling a growing expectation for fast, intuitive support.
That expectation is especially strong in travel and hospitality, where consumers are more willing to rely on AI than in many other sectors. With enthusiastic AI users forecast to drive up to 55% of total spending across industries, the commercial upside for travel brands that get this right is significant.
As travellers move closer to making a purchase, AI adoption becomes more considered. For higher-value decisions, consumers tend to favour tools that offer reassurance and transparency. Once a trip is underway, AI can support travellers with itinerary adjustments, real-time notifications and rebooking options, enhancing the overall experience and satisfaction.
Understanding these behaviours allows travel brands to focus on the most receptive customer segments and introduce AI in ways that enhance planning, build trust early, and provide personalised guidance, without overwhelming consumers or undermining their control
Implications for travel brands
This varied pattern of adoption shows why one-size-fits-all AI strategies fall short. Brands need to adopt nuanced approaches that take into account both the traveller’s stage in the journey and the type of product or service being offered.
To leverage AI effectively, brands should focus on cultivating trust with consumers. This can be achieved by introducing AI in lower-stakes interactions, such as using a chatbot to suggest activities or restaurants early in the planning phase, allowing travellers to experience its value without feeling exposed to risk. As confidence grows, capabilities can be expanded incrementally, reinforcing a sense of reliability and control.
Equally crucial is integrating AI across the broader travel ecosystem. Travellers engage with multiple providers, from airlines to accommodation and activity operators, so creating seamless experiences that link these elements enhances satisfaction and strengthens loyalty. For example, a traveller could receive real-time updates that connect their flight, hotel and activities, ensuring smooth transitions and immediate support if changes occur.
By aligning AI initiatives with wider business strategy, brands can ensure these connected experiences translate into more relevant engagement, smarter personalisation and long-term loyalty, all shaped by real-time traveller behaviour rather than disconnected interactions.
Preparing for an AI-driven future
Consumers are clearly signalling that they value speed, personalisation and intelligent support. Younger travellers, aged 18-34, who are almost twice as likely as those over 55 to embrace AI, represent a vital generation of tech-savvy consumers that brands must engage to secure long-term loyalty.
The future of AI in travel is not about deploying every possible tool, but rather about considerate, strategic integration across the customer journey. Brands that implement AI thoughtfully can discern patterns in traveller behaviour, anticipate needs, and deliver more efficient, personalised experiences.
This shift requires more than new technology. It demands organisational readiness, from equipping teams with a practical understanding of AI’s capabilities and limits, to putting clear governance in place for ethical and responsible use. Strong data foundations and cross-functional collaboration are essential to turning insight into action, while small-scale experimentation allows brands to learn quickly and refine their approach.
By embedding AI into everyday decision-making across product, marketing and operations, travel companies can respond faster to changing expectations and provide proactive support that builds trust and loyalty over time.
The road ahead
When approached as a means of understanding traveller preferences and simplifying complex experiences, rather than merely as an operational tool, AI can deliver significant improvements in satisfaction and loyalty. The ultimate goal is to create travel experiences that feel intuitive, responsive and enjoyable, ensuring that AI strengthens the brand’s relationship with travellers today and positions it for enduring success as expectations evolve.
Philip Matthews
Philip Matthews is VP of Retail & Consumer Goods at Cognizant. A senior leader with a track record of delivering innovative business worth up to £1bn, he has successfully opened new markets and driven impact across Financial Services, Public Sector, Telecoms, Energy & Utilities, and Retail.
