Artificial intelligence (AI) use in travel and tourism - statistics & facts

Discussions about the use of artificial intelligence (AI) in travel and tourism began long before the public release of ChatGPT in November 2022. However, when OpenAI’s tool reached one million users just five days after its launch, the idea of implementing generative AI within the sector suddenly turned into a more concrete opportunity. In fact, based on a Statista survey on the use of artificial intelligence in the European accommodation market, two in ten businesses in Germany and Austria reported already using AI in August 2023. Meanwhile, around a quarter of accommodation facilities in Spain planned to do so over the next six months.

How could AI impact travel and tourism companies?

The implications for the market are countless, with chatbots suggesting trip itineraries, rescheduling flights, or comparing offers. In this respect, an October 2023 analysis focused on the impact of AI on the booking share of online travel agencies (OTAs) in the United States, based on different degrees of AI investments by travel suppliers. According to the forecast, in a scenario where travel suppliers would not invest at all in artificial intelligence, the market share of OTAs would rise sharply, accounting for nearly half of online travel bookings in the U.S. by 2028. Aside from travel planning and booking, in a September 2023 study on the impact of AI on activities of destination marketing organizations worldwide, roughly 40 percent of companies believed that AI could highly influence marketing content personalization.

Which travel and tourism companies have adopted generative AI tools?

In February 2023, Trip.com launched TripGen, a chatbot powered by OpenAI that allows the company’s mobile app users to get recommendations on flights, hotels, and other travel services. Soon after that, Kayak (owned by Booking Holdings) and Expedia (leading brand of the Expedia Group) announced the introduction of ChatGPT plugins, while eDreams ODIGEO cooperated with Google’s Bard. Meanwhile, Airbnb acquired GamePlanner.AI in November 2023, intending to integrate AI to its platform. The rapid implementation of these tools by major OTAs shows the interest in using generative AI for trip planning, one of the travel aspects that could be most impacted by this technology.

Do travelers already use AI?

A global report on travelers’ use of mobile devices to plan trips revealed that just over 20 percent of respondents used an AI chatbot for these purposes as of October 2023. That said, the share of travelers who used AI via mobile to plan a trip varied significantly by country. While over 60 percent and 40 percent of respondents in the U.S. and India, respectively, used AI on mobile for travel planning, less than 10 percent in the United Kingdom and Japan did the same. This suggests that understanding how to address regional needs – and certainly how to appeal to different age groups – seems like the next important step of a process that is already changing travel as we know it.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Statista Research Department, Mar 7, 2024

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