54% of Travelers Use AI While Marketers Lag by Two Years

Travelers are adopting artificial intelligence nearly two years ahead of tourism marketers because consumers demand immediate utility, price comparison, and itinerary creation while destination marketing organizations remain focused on passive inspiration. While 54 percent of travelers have planned trips using AI, only 22 percent of destination organizations offer AI planning tools on their websites [1], [2].

Why are travelers moving faster than tourism organizations?

Travelers embrace artificial intelligence because it solves practical problems across planning, comparison, and booking faster than standard websites. According to Asian Hospitality, travelers lead destination organizations by nearly two years in AI adoption across the traveler journey [2]. Mindtrip, in partnership with Sabre, Sojern, and MMGY Travel Intelligence, released an AI Readiness Report surveying 1,006 U.S. adults and 103 destination marketing organization (DMO) leaders in April 2026 [1], [2]. The study found that 54 percent of travelers have already used AI to plan travel, and 75 percent intend to use it for future trips [1].

By contrast, supplier readiness remains low. Only 22 percent of DMOs provide AI trip-planning capabilities on their web domains, and only 26 percent operate with a documented AI strategy [1]. A separate report by Amadeus found that 74 percent of U.S. travelers use artificial intelligence to plan trips, confirming consumer enthusiasm outpaces industry deployment [2].

How is artificial intelligence shifting booking and destination discovery?

Artificial intelligence directly alters destination choice and itinerary booking rather than serving solely as a browsing tool. Lodging Magazine reported that 40 percent of travelers discovered a destination through AI tools, while 29 percent changed their travel plans based on an AI recommendation [1].

Younger demographics rely on automated assistants at rates rivaling social media networks. Nearly seven in ten Millennials (69 percent) and 63 percent of Gen Z travelers report using AI assistants as often as social media platforms for trip planning [1]. Furthermore, more than one-third of travelers are comfortable with AI participating directly in the booking process, with acceptance rising among Millennials and Gen Z and increasing when human support remains accessible [1], [2].

Where does the operational disconnect between travelers and DMOs lie?

The gap centers on functional utility versus promotional marketing. Travelers use AI engines to build schedules, evaluate transportation, and compare prices, but destination organizations underestimate the value of structured scheduling tools.

Lodging Magazine noted that 60 percent of travelers use AI to research attractions, restaurants, and transit, while Asian Hospitality reported this figure at around 62 percent [1], [2]. Additionally, 56 percent of travelers use AI to compare prices, and 43 percent employ it to build itineraries and organize trip logistics [1]. Despite this behavior, only 20 percent of DMO leaders rank itinerary building as a high-value capability [1].

What commercial risks do marketing organizations face by delaying deployment?

Destination marketing organizations risk losing consumer traffic and brand authority if they do not deploy responsive AI tools quickly. Asian Hospitality noted that 72 percent of DMO leaders believe organizations that fail to adopt AI within the next two years risk becoming irrelevant in destination discovery [2].

Consumer loyalty is tied directly to functional site tools. Nearly two-thirds of travelers (63 percent in Lodging Magazine, around 62 percent in Asian Hospitality) stated they would use an AI trip planner directly on a destination website [1], [2]. Conversely, 25 percent of respondents confirmed they are less likely to use a destination website that lacks AI features [1]. Sabre product leadership noted that industry providers are building agentic travel experiences that move guests from planning directly to booking, making integrated direct tools essential for local tourism economies [1], [2].