More than half of active U.S. travelers are now using artificial intelligence (AI) as part of their travel experience, according to new research on the tourism industry from Phocuswright.
The company’s latest report, The AI Surge: Travel’s Fastest Behavioral Shift in a Decade, found that 56% of travelers used AI for trip planning, booking, or in-destination support during at least one trip over the past year.
The figure marks a sharp rise from 43% in the second half of 2025 and 33% in the first half of the same year. The report described the growth as one of the fastest behavioral shifts seen in the tourism industry in recent years.
The findings suggest AI is quickly moving from a novelty tool to a mainstream part of travel planning. Travelers are increasingly using AI to research destinations, organize trips, compare prices, and receive support while traveling.
Among travelers who have used AI, 94% said they used it specifically for travel-related purposes. The report also found strong growth across every age group, with all generations recording double-digit increases in AI use between the second half of 2025 and the first half of 2026.
Travelers still seek trust and verification
Generative AI platforms, including OpenAI’s ChatGPT, are increasingly becoming major starting points for travel discovery and product research.
However, the report found that many travelers still turn to traditional travel websites for verification and booking decisions. About half of travelers using AI-powered search tools continue to visit original websites after receiving AI-generated answers, suggesting AI is guiding discovery rather than replacing traditional travel sources.
The study also identified a growing trust gap among travelers. While many users said AI saves time and improves confidence during trip planning, only a minority reported placing strong trust in AI-generated results.
ChatGPT and other AI tools are rapidly becoming part of the modern travel experience, with more U.S. travelers using artificial intelligence for trip planning, destination research, and booking decisions, according to new research from Phocuswright. pic.twitter.com/MWSLRdgJwy
— Tom Marvolo Riddle (@tom_riddle2025) May 18, 2026
The findings reflect a changing relationship between travelers and technology. Consumers appear comfortable using AI for recommendations and convenience, but many still seek confirmation from airlines, hotels, booking platforms, and tourism providers before making purchases.
Tourism industry shifts toward real-time AI support
The report found that AI is becoming more deeply embedded across the tourism industry, including booking systems, travel apps, maps, customer support services, and online search platforms.
Researchers examined how travelers encounter AI across different stages of the travel journey, from trip discovery to booking and in-destination assistance.
According to the report, the next phase of AI in tourism is expected to focus less on adding more AI tools and more on improving contextual awareness and real-time support.
Future AI systems could help travelers respond more effectively to delays, weather disruptions, transportation changes, language barriers, and local recommendations while traveling.
More than half of travelers surveyed also said they expect to increase their use of AI tools over the next year, suggesting the technology will continue reshaping the modern travel experience.
