Who’s using generative AI in travel - and for what?

There’s been endless discussion about generative artificial intelligence's potential uses, drawbacks and dangers.

In addition to travel companies recognizing its potential to provide invaluable efficiencies in their business practices, the industry has touted its potential to enhance their customers' and guests' experiences using their products before and during their trips.  

But who’s actually using it? And who’s using it to plan their trips?

According to Phocuswright’s travel research report GenAI and Emerging Tech Use Among Travelers, between 13-22% of total traveler populations have used generative AI.

Traveler awareness of generative AI seems to decrease with age in all countries except the United States, suggesting older travelers in the U.S. are just as likely as younger ones to keep up with technology news cycles.

But general usage? The likelihood of having engaged with generative AI vastly diminishes with age in the U.S. and other countries.

How about travel planning?

Overall, the youngest travelers seem the most comfortable, with the exceptions being the U.S. and United Kingdom, where the 35-54 cohort express the greatest comfort.

Notably, young Spaniards are by far the most likely to indicate ease/comfort in incorporating AI into their travel planning process.

Given the widespread knowledge and interest in using these technologies among today's travelers, travel brands should continue down the path toward integrating them into the ways in which travel can be planned, booked and experienced.

In doing so, they should make a concerted effort to ensure that all interactions are safe, private and as convenient as possible. Particular attention should be paid to strategies and tactics aimed at making the technologies seem "friendlier" or less intimidating to those who have never tried them, especially to further engage women and older travelers.