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.