New research from travel platform Mindtrip—in partnership with Sabre, Sojern and MMGY Travel Intelligence—suggests a growing disconnect between traveler behavior and industry readiness in terms of AI.
The study found that 54 percent of travelers have already used AI to plan travel and 75 percent intend to use AI for future trips. Meanwhile, only 22 percent of destination-marketing organizations currently offer AI trip-planning capabilities on their websites, and 26 percent have a documented AI strategy. With 72 percent of DMO leaders saying organizations that fail to adopt AI within the next two years risk becoming irrelevant in destination discovery, the industry is at a crossroads with a gap that is becoming increasingly difficult to ignore.
"Travelers aren't waiting for the industry to catch up," Mindtrip CMO Michelle Denogean said in a statement. "AI is already reshaping how people discover destinations, build itineraries, and make travel decisions. The organizations that move now have an opportunity to become more useful, more visible, and more valuable to travelers."
The study found that AI is already reshaping how travelers discover and choose destinations, particularly among younger generations. Nearly 7 in 10 Millennials (69 percent) and 63 percent of Gen Z travelers report using AI assistants as often as social media for trip planning. AI is also having a measurable impact on destination decisions: 40 percent of travelers have discovered a destination through AI, while 29 percent have changed their travel plans based on an AI recommendation. As AI increasingly rivals social media and online communities as a source of travel inspiration, travelers are most likely to use it for researching itineraries (42 percent); comparing flights, hotels and tours (32 percent); and finding destination ideas (32 percent).
"We're witnessing the biggest shift in travel planning since online booking transformed the industry," said Sylvia Weiler, president and GM of Sojern Destinations. "Travelers now expect AI to guide them from inspiration through booking, and those who act now will be better positioned to influence travelers at every stage of their journey. The opportunity for DMOs is to become the trusted source powering AI-driven travel decisions by investing in authoritative content, seamless experiences and partnerships that connect and measure discovery to transaction."
At the same time, travelers increasingly expect AI-powered experiences from the brands and destinations they trust. Nearly two-thirds (63 percent) say they would use an AI trip planner directly on a destination website, while 25 percent are less likely to use a destination site that doesn't offer AI features.
Inspiration vs. Utility
The research also found that travelers are using AI for more than inspiration. Sixty percent use it to research attractions, restaurants, and transportation options; 56 percent use it to compare prices; and 43 percent use it to build itineraries and organize trip details.
Yet many destination organizations continue to focus on inspiration over utility. Only 20 percent of DMO leaders rank itinerary building as a high-value capability, despite travelers already making it one of the most common uses of AI.
The study also points to growing readiness for AI-assisted booking. More than one-third of travelers are already comfortable with AI participating in the booking process, with adoption highest among Millennials and Gen Z. Comfort rises significantly when travelers know human support is available if needed.
"Travelers are already using AI to discover destinations, compare options, and make travel decisions. We're continuing to bring more agentic travel experiences to life that can help travelers move seamlessly from planning to booking," said Brad Johnson, vice president product management, Sabre. "For destination organizations, this creates an opportunity to extend their role beyond inspiration and become a more connected part of the traveler journey, helping visitors discover, plan, and ultimately act on their travel decisions while driving greater value for local tourism partners and economies."
Earlier this year, Mindtrip, Sabre and PayPal Holdings formed a strategic partnership to create "a next-generation agentic AI travel experience." In May, the partners launched Mindtrip Flights to assist with airline bookings, and in July, Mindtrip launched Mindtrip Stays, an AI-powered hotel search and booking platform that uses a conversational interface designed to help travelers find accommodations based on their preferences.
Learn more about the study here.