Artificial intelligence becoming a ‘mainstream travel planning tool’: survey

The survey, which polled 2,001 U.S. adults from March 20 to April 14, 2026, uncovered that AI is becoming a “mainstream travel planning tool.”

Expectations for travel services, including travel protection, are evolving. Among those who plan to purchase travel insurance, nearly two-thirds (64%) said they expect or value 24/7 access to customer support and emergency assistance through a mobile app.

Moreover, as customer expectations continue to get higher, conversational AI tools are one way to bridge that gap, according to a customer service expert. Specifically, such tools have the potential to boost guest satisfaction, increase loyalty and offer greater personalization.

“These travelers expect fast, intuitive, and mobile-first interactions throughout their travel journey,” the report reads.

As more travelers turn to AI for trip planning, solutions are cropping up to help hotels improve how they appear in guest search.

Hotel players have also begun launching AI tools to help customers book stays: In June, IHG Hotels & Resorts launched a ChatGPT app, and earlier this year, Hilton started piloting a new generative AI-powered digital concierge.

Meanwhile, Wyndham Hotels & Resorts launched a native ChatGPT app to assist travelers in hotel search and booking, and last month, Marriott International debuted an AI-powered conversational search tool, Ask Bonvoy.