Travel publisher Matador Network has surveyed 1,200 travellers, finding that 64% of respondents said they have either used AI to research and plan travel or intend to in the future.

When given specific prompts, AI can provide travellers with suggestions on destinations, flight and hotel bookings, and daily itineraries.

Among respondents yet to use travel AI, 15% said they are likely to use it for the first time during the holiday season.

85% of those who say they use travel AI as a tool to stay within their budget plan to use it for holiday travel.

2023 to 2024 is arguably the first winter season in which generative AI is accessible to travellers and part of the mainstream.

Matador Network CEO Ross Borden commented: “For many people, the holiday season is without question the most hectic part of the year, especially if there is travel involved. AI can give the gift of time.”

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By GlobalData

However, there are some drawbacks to using travel AI platforms – particularly the use of data. This can cause privacy concerns for travellers, who may worry about their data being shared with third parties or being used for marketing purposes or to profile them.

According to GlobalData, 30 or more companies including technology vendors, established travel and tourism companies and up-and-coming start-ups are engaged in the development and application of AI in travel.

Hotel companies are placing their hopes in AI to enhance their revenue management practices when pricing rooms.