Travellers who use artificial intelligence for trip planning and in-destination support are emerging as the industry’s most valuable customers, finds a new Phocuswright research. The findings show that travellers using AI take more trips, spend significantly more per year, and engage more deeply with digital travel tools than those who have not adopted AI.
TT Bureau
Phocuswright’s new report, The AI Surge: Travel’s Fastest Behavioural Shift in a Decade, reveals that AI travellers have a median household income of US$ 129,200 compared to $104,000 for nonusers, and take 3.8 leisure trips per year versus 2.9 among nonusers. They also spend $4,500 annually on leisure travel, far outpacing the $3,000 spent by those who do not use AI.
The report also finds that AI travellers are heavier users of online travel resources overall, turning to an average of four digital tools when researching and booking trips compared to 2.2 among nonusers. They are also younger on average, at 41 versus 52, and more likely to adopt new travel technology quickly.
Bruce Rosard, Co-Founder, Arival, says, “Geopolitical uncertainty is affecting the tours and activities sector, as travellers modify or delay their plans based on how stable they perceive a destination to be. When regions feel unstable, travellers often postpone or avoid booking on the ground experiences, and that caution can spill into nearby markets. At the same time, destinations that feel more stable, particularly those farther from the Middle East, see stronger momentum.”
Propellic’s recent marketing insights, presented at Arival Valencia, show that traveller intent remains high in markets that are close to or perceived as adjacent to the conflict. However, actual bookings have dropped sharply. Jordan is a clear example. Sessions have spiked, but this is likely driven by trip disruption activity such as cancellations or modifications, and bookings have fallen.
“For operators who can continue investing in digital marketing, lower pay-per-click prospecting costs create an opportunity to build visibility while traveller intent is still strong. One of the most important lessons is the need to diversify source markets. Above all, operators should stay visible, keep marketing, and offer flexible booking options, because travellers choose providers who make it easy to book without worry,”
Rosard added.
