Travel Planning in 2026: AI-Assisted, Not AI-Driven

Artificial intelligence is now a highly visible and important part of the travel planning experience, but new research shows travelers are integrating it carefully rather than treating it as a replacement for established behaviors.

In The State of Artificial Intelligence in Travel, 2026, we examined how travelers use AI across the full journey. The central finding is straightforward: travel planning today is best described as AI assisted, not AI driven.  Traditional research tools still play a leading role. Nearly two thirds of travelers (62%) rely on websites discovered through search engines when researching travel, while about half use online travel agencies and social media. By comparison, 40% report using AI tools as part of their travel planning, positioning AI as an important complement rather than a primary driver of decisions.

That dynamic is especially clear in search behavior. While AI generated answers are increasingly visible, organic search results continue to outperform them on both usage and perceived helpfulness. Over the past year, 52% of travelers used organic search results when researching travel, compared with 37% who used AI generated answers. Sponsored results trail well behind both, reinforcing that credibility remains central to how travelers evaluate information.

Across the broader travel experience, the same pattern holds. Travelers welcome AI when it reduces friction but hesitate when it replaces human judgment. At visitor information centers, AI is acceptable as long as local experts remain accessible. In hotels, AI is viewed positively as a service enhancement, but not an expectation. At conferences, travelers value AI most when it helps with navigation, scheduling, and real time updates, not when it attempts to replace human interaction.

Who this report is for:
This report is designed for destination marketers, tourism executives, SEO and content leaders, visitor services teams, hotel brands, and meetings and events professionals who need to understand where AI is truly influencing traveler behavior today and where traditional trust signals still matter most.

The full State of Artificial Intelligence in Travel, 2026 report explores these dynamics in detail, with practical implications for destination visibility, content strategy, visitor engagement, and business and group travel.

The report is available now for $299