AI agents to plan and book trips are no longer a futuristic concept—they are now a mainstream expectation among travelers, according to new research from Accenture. The company’s latest Consumer Pulse Survey reveals that more than half of travelers are ready to embrace AI-powered personal assistants to handle their entire travel experience, from discovery to booking.
This shift marks a significant change in how consumers engage with travel brands. In a world overloaded with choices, conflicting reviews, and non-stop promotions, AI offers a solution tailored to individual needs—one that saves time, reduces stress, and boosts confidence in booking decisions.
AI Agents to Plan and Book Trips Gain Widespread Appeal
Accenture’s 2025 Consumer Pulse Survey collected insights from over 18,000 consumers across 14 countries, including the U.S., UK, China, and Brazil. The findings show that 57% of travelers now seek an AI agent that can work across multiple brands to plan and book trips autonomously. These agents, often powered by generative AI (gen AI), are trusted to understand users’ goals, compare prices in real time, and even integrate loyalty program data.
The rise of AI in travel isn’t limited to early adopters. According to the report, 80% of travelers already use gen AI tools in some capacity. Among active users—defined as those who use gen AI at least once a week—93% have used or would use these tools to support their purchasing decisions.
How Gen AI Is Replacing Traditional Booking Tools
In a notable trend, gen AI is now the top channel for travel discovery among active users, overtaking online travel agencies (OTAs) and social media. This means that travelers are increasingly relying on AI chatbots, voice agents, and virtual planners instead of sifting through countless websites or influencer posts.
Accenture’s data shows that travelers today are more engaged with brands that provide personalized, emotionally resonant experiences. They are 1.3 times more engaged and 1.7 times more likely to pay a premium when a travel brand offers a highly customized experience. This provides a powerful incentive for companies to invest in AI agents that can remember individual preferences and deliver tailored suggestions.
The Emotional Side of AI-Powered Travel
Travelers aren’t just looking for convenience—they’re looking for connection. The survey reveals that 79% of travelers want a brand that makes them feel special by remembering their preferences. AI agents make that possible, acting like digital concierges who never forget a traveler’s history, style, or needs.
Accenture’s global travel lead, Emily Weiss, explained, “We are already seeing AI start to solve for the problem of choice and decision overload, with a real opportunity to bring enjoyment back to the arduous process of discovering and purchasing memorable travel experiences.”
She added that gen AI can go beyond just helping travelers pick a flight or hotel—it can provide bespoke recommendations based on preferences, past travel behavior, loyalty status, and real-time local events. This transforms AI agents into emotionally aware, decision-making partners rather than passive tools.
What Travelers Expect from AI Travel Assistants
Travelers’ expectations of AI agents to plan and book trips are growing rapidly. The survey highlights several emerging desires:
- Immersive discovery: 81% want immersive, engaging research experiences before booking.
- Real-time assistance: 42% would switch to a brand that suggests improvements in real time.
- Autonomous support: 78% are open to an AI assistant that takes care of all planning steps with minimal input.
Consumers are also drawn to “agentic AI,” where agents not only make suggestions but also take actions on behalf of the user. These AI tools can monitor price drops, make reservations, and even adjust travel plans when disruptions occur.
What This Means for Travel Brands
For travel companies, the message is clear: AI is no longer optional. Brands must integrate AI tools that offer emotional resonance, seamless functionality, and proactive support. As AI agents become the preferred method for trip planning, companies will need to rethink how they build loyalty and trust.
The 2025 Consumer Pulse Survey also emphasizes that 86% of travelers want to shape their own experiences. AI offers the opportunity to give travelers that control, while still easing the burden of endless decisions and comparison shopping.
For those willing to invest in smart, human-centric AI tools, the payoff could be substantial—greater customer engagement, stronger loyalty, and higher revenues.
About the Research
Accenture’s Consumer Pulse Survey is in its sixth year and includes 18,214 participants from 14 countries: Australia, Brazil, Canada, France, Germany, Mainland China and Hong Kong, India, Italy, Japan, Spain, Sweden, UAE, UK, and USA. The data was collected in January 2025 and includes deep dives into travel, hospitality, retail, and consumer goods sectors. Additional interviews were conducted in February with 300 consumers using AI-moderated formats to test hypotheses.
The travel-focused data points provide a compelling snapshot of how travelers are reshaping their expectations in the age of AI—and how brands must evolve to keep up.
As the industry continues to adapt, one thing is certain: AI agents to plan and book trips are no longer a novelty. They are becoming the norm.
