Travel planning is entering a new phase, largely influenced by artificial intelligence. Accenture’s recent “Consumer Pulse” survey suggests that a significant portion of travelers, over half according to insights gathered from 18,000 individuals across 14 nations, are open to letting AI handle the intricacies of trip planning and reservations.
Accenture’s report, “Me, My Brand, and AI: The New World of Consumer Engagement,” details these findings, showcasing an increasing desire among consumers for generative AI tools. These tools should offer personalized, seamless, and even emotionally compelling experiences throughout their travel endeavors.
Generative AI: The New Go-To Channel
For those who regularly use generative AI—specifically, individuals who utilize these tools on a weekly basis for both work and leisure—AI is emerging as the primary resource for discovering travel opportunities. It has, in effect, become more influential than traditional avenues such as online travel agencies (OTAs) and various social media platforms, a notable shift in travel research and booking behavior.
Around 80% of those surveyed indicated they employ generative AI when contemplating travel options, for example, when evaluating different airlines, hotels, or travel platforms. Remarkably, 93% of active generative AI users stated that they either currently use or would think about leveraging AI to help inform their purchasing choices.
This trend really emphasizes a more extensive change in how consumers approach travel; generally speaking, travelers are less interested in generic advice or scattered details. What they truly seek are intelligent, customized suggestions that align with their individual tastes, budgets, and past travel history.
Immersive, Emotional Experiences Drive Loyalty
The study by Accenture also brings into focus the emotional side of travel interactions. Roughly 81% of travelers express a strong desire for experiences that fully immerse them in the travel process, beginning at the point of research and discovery. Separately, 79% look for brands that create a sense of importance for them by recalling their preferences and providing services specifically tailored to them.
It is obvious that brands capable of providing these emotionally-charged experiences stand to gain; travelers are not only inclined to engage more, but are also often more accepting of higher prices. This shows that personalization is becoming a key element for brands aiming to differentiate themselves in a very competitive field.
AI Evolution: From Guide to Full Travel Agent
For the travel sector, AI opens the door to more than just streamlining transactions. Envision instead of endlessly browsing hotels or reading endless conflicting reviews, travelers can consult with something like a virtual concierge—an AI that is aware of your travel history, spending allowances, loyalty standings, even the local calendar of events. Such a system can generate recommendations based on this data and adapt quickly to changing situations.
Interestingly, 42% of people in the survey mentioned they would switch to a provider that actively improves the trip planning stage, and 78% are already turning to AI-driven shopping assistants they can trust. A total of 86% also expressed a desire to shape their experiences. Among generative AI fans, around 93% consider the power to personalize one’s journey to be vital for creating that one-on-one connection with a brand.
‘Agentics’: The Future of Complex Task Automation
Another part of the story is the increasing role of “agentics”—AI programs that can take care of complicated, objective-based activities with very little human involvement. These types of systems could take over pre-booking questions, managing reservations, adjusting to price changes on the fly, making sure loyalty points are included, and providing assistance if a traveler’s plans go wrong.
Travel companies can use agentics to cut the time it takes to identify the very best possible solutions and offers. This makes for a better overall customer experience, but it can also boost brand loyalty and make operations run more smoothly.