Artificial intelligence (AI) use in travel and tourism - statistics & facts
Artificial intelligence (AI) is no longer just a future investment for the travel and tourism sector, it is one of its biggest priorities. Over the past five years, AI and machine learning represented almost two-thirds of global tech investment deals by travel and mobility corporations, but the era of AI in travel is only just beginning.
While Tripadvisor also announced a trial partnership with ChatGPT’s competitor Perplexity AI, other big travel companies adopted a more cautious approach. Expedia Group, which launched an AI assistant in 2024 called Romie and is said to be open to AI partnerships in the future, did not take part in the Operator project. Similarly, Airbnb acquired AI company GamePlanner.AI back in 2023, showing great interest in implementing artificial intelligence, but has yet to release a major AI feature to date.
Understanding how to address regional needs and overcoming the main barriers preventing the use of AI by travel companies are the next important steps of a process that is already changing travel as we know it.
How do travel and tourism companies use AI?
In a 2024 global study on the main ways travel companies used generative AI, over half of businesses focused on digital assistance for travelers during the booking process, while almost 50 percent used it to recommend activities or venues. Meanwhile, using this technology for data analysis was by far the main application of generative AI for internal processes, as indicated by two-thirds of surveyed travel companies.What are the biggest AI partnerships in travel and tourism?
In 2025, OpenAI launched Operator, an AI-powered agent that can look at and interact with websites to complete a range of tasks. These include booking trips and making restaurant reservations. Among the early contributors to the project, still in its preview stage, were major travel brands like Booking.com and Priceline, owned by Booking Holdings, and Tripadvisor.While Tripadvisor also announced a trial partnership with ChatGPT’s competitor Perplexity AI, other big travel companies adopted a more cautious approach. Expedia Group, which launched an AI assistant in 2024 called Romie and is said to be open to AI partnerships in the future, did not take part in the Operator project. Similarly, Airbnb acquired AI company GamePlanner.AI back in 2023, showing great interest in implementing artificial intelligence, but has yet to release a major AI feature to date.
How do travelers use AI?
Travelers see in artificial intelligence a tool that could help them plan a vacation more tailored to their specific needs. In a 2024 global study, creating itineraries optimized to personal interests and gaining personalized recommendations on travel destinations ranked among the main reasons to use AI for travel planning. That said, AI is still in its early adoption phase as usage of AI tools for travel purposes can vary drastically across different regions. In a country breakdown on the use of AI for travel planning, roughly eight out of 10 consumers in China mentioned to have used artificial intelligence for this reason. In contrast, less than a quarter of respondents from key European travel markets like France and Germany said the same.Understanding how to address regional needs and overcoming the main barriers preventing the use of AI by travel companies are the next important steps of a process that is already changing travel as we know it.
